I've Been Wrong All Along. Service Doesn't Matter.

Everything I've believed and taught about marketing has been based on great service as a differentiator. Things like listening, caring, being accessible and available when your customers (clients if you prefer to call them) need you. Being friendly, returning calls, making people feel like they are important. That kind of stuff.

Nevermind. Don't waste your time. You can make enough money without doing any of it.

Here's a successful CPA's tax preparer's approach described on his website:

IMPORTANT REMINDERS:

1) Every Wednesday in February and March is BEHIND CLOSED DOORS WEDNESDAY. I will be unavailable and inaccessible on Wednesdays during the tax season. My phone and fax will be unplugged on Wednesdays and I will not be checking my email.

2) I never answer the telephone without first screening the call via my answering machine - so don't hang up because I may be listening (except on Wednesdays)!

3) Do not attempt to contact me at any other phone number other than....This is my only telephone number!

4) Returns than are not literally in my hands, with all the necessary information, by March 31, 2007 will be automatically extended.

5) I will not be responsible for any late payment penalties on returns that were not literally in my hands, with all the necessary information, by March 31, 2007.

6) Before you send me your "stuff" be sure to make and keep a photocopy of all your 2006 Form W-2s.

7) When sending me an email be very specific in the "Subject" line. If you need a copy of your W-2 - write "Need Copy of W-2". If you have received additional info - write "Additional Info".

If you have a question on a completed return - write "Question on Finished Return".

I do not have the time during the season to read and respond to "Are We There Yet" emails.

I will not open or read emails for returns I have not yet started until I am working on the returns - unless your "Subject" indicates a timely response is needed. Do not just write "URGENT" - note why it is urgent!

I retract my previous marketing advice because, if this guy has clients (and apparently he has quite a lot—too many perhaps) then people will apparently work with anyone regardless of how inaccessible, unresponsive, and impersonal they might be to work with—thus my advice is all for naught.

I will say that he's definitely doing a great job setting client expectations!

Oh, if you thought the above was a joke—fabricated for entertainment—it's not. This is on the homepage of Robert Flach who also has two blogs: The Wandering Tax Pro and NJ Tax Practice Blog.

Comments

[Seth R.]

Thing to remember is that people hire a CPA because they want a professional. Not a kiss-up, not a therapist, not a babysitter.

All the "service" in the world doesn't make one bit of difference if you can't deliver the goods.

This guy just sent a very powerful message about how much he values his own services and that he's competent enough, and in demand enough not to care about losing your business.

That kind of aura of success, and competence can attract people to your firm even more that "service with a smile."

Think the "Soup Nazi" from Seinfeld.

In the end, it's really about the soup.

________________

Thanks for your comment Seth! I do hear what you're saying, and agree quality is a must. But I confess I cannot endorse, or abide by, being rude to one's clients as a means to elevate one's "in demand" status.

I think the tough thing about writing in general is conveying sarcasm and my post is quite tongue-in-cheek. That may not come through well enough.

You astutely observed that "This guy just sent a very powerful message about how much he values his own services...."! How much HE values them. Though competence might be implied, it sure isn't assured. We can assume quality, but why would we assume higher quality than any other CPA?

Sure, at the end of the day, there are lot of people for whom bedside manner doesn't matter one bit.

Quite frankly, if my heart surgeon has a massive ego and isn't caring and friendly during our consultation, but is the best damn heart surgeon in the world, I'm very fine with that. But when it comes to my ongoing medical care, my GP must exhibit basic consideration for me to go back year after year.

So I ask you, is a tax practitioner a heart surgeon or a GP? One could argue just on the complexity of the work. But, for most accountants, they would tell you they prefer the role of GP: providing on-going care and consultation. This guy clearly wants to do one thing and one thing alone: tax prep. I believe he makes his bundle of cash then takes the rest of the year off. Works for him!

Which end of the value curve would I want to be on, though? Probably not the same one he's on!! How about you?

~Michelle

[David Rachford, CPA]

I say kudos for being tough...

Listen to my Voicemail message at: 805-964-4970 x101.

I'm tough, but not that tough.

I also put black tape over my phone so I can work without being distracted by the ring lights.

And I don't bill by the Hour (thanks VeraSage)

[Robert D Flach]

I just came across this posting about me and I want to correct one very big error - I AM NOT A CPA!

Thanks for writing about me.

THE WANDERING TAX PRO