The Secret to Recovering Lost Deals: The Power of the Follow-up Email in your Accounting Firm

It happens to the best of us. We meet with a prospective client, we think the meeting went great, and then… crickets and the deal falls through. Maybe they found a better deal elsewhere, were unhappy with the services we offered, or just plain forgot about us. Whatever the reason, it can be a blow to our accounting firm.

But all is not lost! We can often win back prospective clients by following up with a well-crafted email. The key is to build a relationship with the client, show that you’re interested in working with them, and give them a reason to come back to you. Building a strong relationship is fundamental to gaining a client’s trust, especially when it comes to accounting firms, your clients need to be able to trust you with their finances. So when you reach out to a prospective client, it’s important to let them know you understand their needs and that they can rely on you to deliver what you say you will.

Why send a follow-up?

A follow-up email is an opportunity to further establish this relationship by reaffirming your interest in working with them and helping them with their financial goals. You can also use this email to provide additional information they may find helpful or answer any questions or concerns. By taking the time to follow up, you’re showing them that you’re invested in their business and that you’re willing to go the extra mile to earn their trust. It’s a simple way to build a relationship and demonstrate your value which could turn a lost client into a lifelong one.

Think about it from the client’s perspective. They’re busy, they’ve got a lot on their plate. If you can make their life easier by providing helpful information and staying in touch, they’ll remember you when they’re ready to do business.

The bottom line is this: don’t give up on lost deals too easily. With a little effort, you can often win them back. And even if you don’t, you’ll build relationships and goodwill that will pay off in the long run.

How to craft a follow-up email

The key to a successful follow-up email is to keep it short, sweet, and to the point. No one wants to read a novel, so get straight to the point and provide value. The goal is to make it easy for them to say yes to working with you.

Be aware the client’s time is valuable, so make it worth their while to open and read your email.
Most often, a client will not reply to your email right away, and that’s okay. They may not have time or they may want to think about it before making a decision. The important thing is that you’ve opened the lines of communication and given them a reason to come back to you when they’re ready.

But even if the email doesn’t result in winning a client straight away, you may have made a positive impression and be in the forefront of their mind the next time they need accounting assistance or when recommending someone to a friend.

When crafting your email , start by introducing yourself if you haven’t already. If you have, remind them who you are and your accounting firm. Then, get to the point. Explain why you’re emailing and what value you can provide. Be clear, concise, and helpful, and make it easy for them to say yes. The crafted email should:

• Be personalised
• Summarise what you can do for the client and how you can help them achieve their goals
• Be polite and professional
• Include a call to action that is clear and easy to respond to

Personalisation

One of the most important elements of a follow-up email is personalisation. You want to show the client that you remember them and that you’re still interested in working with them. This can be as simple as mentioning their name or business in the email, referencing a past interaction, or providing helpful information that’s specific to their situation. This will make them feel appreciated and valued, which are both important factors in winning clients.

Summarise what you can do for the client and how you can help them achieve their goals

This is your chance to show them that you understand their situation and are ready to provide a solution. Restate your interest in working with the client and why you’re the best person for the job. Your follow-up email should let the client know that you are interested in helping them with their specific needs and remind them of your qualifications and experience and how they can benefit from working with you. This is an opportunity to sell yourself and your company, so make sure to include information about your successes and how you can help the client achieve their goals.

Be polite and professional

The follow-up email should be positive and polite and professional. You want to show that you’re still interested in working with the client, but you don’t want to come across as desperate or pushy. Be polite and humble in your email, and let the client know that you’re there to help if they need it. This is not the time to question why they didn’t choose your services or to try to pressure them into working with you. Remember, you’re trying to win them back, not push them away.

Call to Action (CTA)

You want to make it easy for the client to get in touch with you if they’re interested in working with you again. Include your contact information and let them know that you’re available to answer any questions they may have or meet to discuss their needs. Your call to action should be clear and easy to respond to. Something like, “If you’re interested in learning more, I’ll be in touch,” or “I’ll follow up with you next week.”

Saving a prospective client in your accounting firm is all about building relationships and showing that you care about their business. By following up with a personalised email, you can show them that you’re still interested in working with them. So don’t give up too easily, a simple follow-up email could be all it takes to save the deal!