If there’s a “silver bullet” in marketing your accounting business… this is it.
Key Takeaways
- Trust is earned over time — in spoonfuls, not bucketfuls.
- Most marketing efforts fail because they skip the trust-building process.
- Positive client reviews and testimonials are the most powerful marketing assets.
- Asking happy clients for feedback can multiply your credibility and visibility.
Trust is a currency; you can’t afford not to invest in it. Interestingly enough, trust can only be built, maintained, and repaired through conversations.
— Juliana Vergara
When I was 16, my dad put me to work on one of his snow removal crews for his local commercial outfit.
I went to get a truck from his office, called some buddies, snagged shovels and as many bags of ice melt as I could fit in the bed of the truck, and began my first shift working as a crew leader for a large snow event.
My uncle was the COO at the time and decided to assign me and my teenage friends as the sidewalk crew for one of their largest accounts, a sprawling automotive manufacturing plant on the north side of town that ran 24/7.
At this plant, if the snow accumulated above the rubber sole on the boots of the unionized workers, the plant could shut down––and had before.
The pressure was on to keep the snow below a ½ inch on all the sidewalks throughout the entire snow event.
Lessons in Earning Trust
With a rowdy bunch of friends in a red Ford F-250 and a whole lot of snacks, I was determined not to let my dad and my uncle down.
Fast forward 12 hours… we had shoveled the same sidewalks around the facility three to four times over and were headed home as the snow had stopped falling.
Ring, ring.
In comes a call from my uncle informing me that the GM of the automotive plant had given him high praise on how clean and clear the sidewalks were overnight.
*exhale a huge sigh of relief*
That night earned me and my rowdy friends the right to work any storm we wanted. Because we’d earned some trust.
Had we failed, there’s a good chance we could have lost my dad’s company that important account overnight – literally. An account whose trust they’d earned over years of faithful service.
3 lessons I learned that night:
- Trust is gained in spoonfuls and lost in bucketfuls.
- You must earn the right to be trusted over time.
- There are no shortcuts to building relational trust.
Why Most Cold Marketing Fails
How many pitches do you get a day from a spam farm business running a cold email strategy? If you’re like me, it’s way too many.
Now, I won’t say cold email never works. Because sometimes it does.
But… the reason we don’t pay attention to cold email 99% of the time isn’t the copy, subject line, or email deliverability issues.
It’s because we have no reason to trust the person on the other end of that email.
The Reality of Earning Trust for Tax and Accounting Pros
Without trust between you and your clients and leads, you have very little hope of making it as a business.
The tax and accounting space is full of trustworthy, high-integrity, and sharp professionals. Every industry has charlatans, crooks, and hucksters. I know those folks are out there too.
But from what I’ve seen (after talking to thousands of professionals in this space over the last decade), our industry is full of professionals who have developed serious GRIT. You have to develop thick skin, get used to less-than-ideal sleep and lifestyle conditions, and pay attention to innumerable details… all of which really, really matter.
The Missed Opportunity of Capturing Trust Online
And yet… most tax and accounting professionals have done ZERO work to capture their client’s hard-won trust in the form of a five-star review.
Why is that?
- Unhappy clients (fairly or not) will move heaven and earth to tell the world they’re unhappy.
- Happy clients just move on — smiling, relieved, and wealthier thanks to your work.
So, if you want to work on earning trust online, you’ve got to prompt the good ones to speak up.
They simply will not generally do it on their own.
I don’t believe there are any silver bullets in marketing. But if there was one, it might be the positive testimonials and reviews from your happy clients on the right platform.
Trust is gained in spoonfuls… and lost in bucketfuls (as I experienced that snowy night).
If you find yourself with a client list full of trusting and happy clients, let’s get them singing your praises.
FAQ
How long does it take to build trust with clients?
Trust takes time and consistency. It’s built through repeated positive experiences. Think months or years, not days.
What’s the best way to get more client reviews?
Ask directly after a positive client interaction. Make it easy by sending a review link via email or text.
How should I respond to negative reviews?
Acknowledge the feedback, apologize if appropriate, and offer to resolve the issue privately. It shows integrity and that you care.
What platforms are best for collecting reviews?
Google Business Profile is the gold standard, but you can also consider Facebook and niche directories like Yelp or TaxBuzz.
Why are reviews so important for SEO?
Reviews signal credibility and activity to search engines. A higher number of positive reviews can improve your local ranking and visibility.
What’s the biggest mistake firms make with marketing?
They focus on reach instead of relationship. Building trust converts far better than blasting messages.
How can I measure trust online?
Look at repeat business rates, referral percentages, and client review volume. These metrics really show how much trust you’ve earned.