Thursday, August 18th, 2022

The Personal Touch

“What made me sign with the Cardinals? Because they used salesmanship, the personal touch.” – Stan Musial

The stereotype is that accountants are in the number business, green eyeshades, etc. Nothing is farther from the truth. CPAs are in the people business. Of course, they have extreme knowledge and experience when it comes to financial affairs. To use that knowledge, they have to be able to build relationships with people, people from varying backgrounds.

CPAs spend many years building a successful firm, a firm where clients are made to feel special, where they can come with questions, and where they can obtain support and understanding. The most successful CPAs never lose sight of the importance of the personal touch.

As we move into more and more automation, keep the personal touch in mind. When your clients call you, do they always get your voice mail (even when you are actually available for their call)?

All this came to mind when I recently read on the CPAFMA discussion board about firms moving to an automated phone answering system rather than having a person answer the phone.

When firms first used direct inward dial and assigned private numbers to each individual, some clients were given the personal number by the individual. Usually, it was given only to certain clients. Many clients still preferred to call the main number. I know, at our firm, people called because they enjoyed talking to our Director of First Impressions.

Now, of course, mobile numbers are given to clients, so the volume of people calling the main number has decreased. I still urge you to think about the personal touch if you are thinking about using an automated answering system.

Read this interesting article by Harvey MacKay – Your Business Depends On Your Personal Touch.

  • "Every contact we have with a customer influences whether or not they’ll come back. We have to be great every time or we’ll lose them."
  • Kevin Stirtz

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