Networking in a new world

August 13, 2020

Posted by Guest Blogger, CPA Letter Daily

Amid continued business uncertainty the COVID-19 pandemic caused, CPAs have successfully moved their professional lives to a virtual environment. But while they may have learned that it’s possible to conduct business interactions online, maintaining personal connections with clients, referral sources and other key contacts can be more challenging. Virtual networking can be done, though, if you follow these tips.

Focus on the personal

Since there may be no client visits or lunches and networking events, CPAs must be proactive to maintain contact. Be sure to go beyond work concerns in client conversations and take some time to find out how they’re doing, advises Amanda Gessner, CPA, at 24-person Schmitz-Holstrom in Bismarck, ND.

If there are indications of problems, such as a client who seems stressed or distracted during an online meeting, take time to show you care about any challenges they may face.

At the same time, it’s important to communicate strategically. With clients bombarded with information, CPAs should be aware of how much contact people may need or want. Customize your outreach based on their business situation, their levels of anxiety and other relevant factors.

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