I recently received an email entitled "Tax Avoidance". The definition detailed in the email stated that tax avoidance is "The reduction or avoidance of income tax liability by legally permitted methods."

Rather fitting for the day after tax day; a day of anxiety for procrastinators and a day of relief for everyone else.  But just because tax day is over doesn't mean you should take a break from your client communications.  Client relationships are continuing to become more imperative.

In a recent article, Gallup highlights that client confidence has risen to 26%.  Confidence levels, however, are still dramatically lower than they were in 2004 when they averaged 53%.  This continued increase in confidence is attributed to advocacy, transparency, validation, and positive customer experience.


But developing that client advocacy and collaboration is a commitment.  It requires regular and valuable client communications.

Below are 5 suggestions for overcoming Client Avoidance; the reduction or avoidance of client communications.

  1. Be helpful.  Provide tax-saving tips year-round. Don't wait until the month leading up to tax season. Contact your clients regularly. Offer content that empowers them financially.  Ensure that you understand the financial objectives of your clients.  Define KPIs and regularly benchmark against those.  The content you offer should help them achieve those goals. 
  2. Personalize communications.  Newsletters serve a purpose, but to develop a relationship you must extend beyond blanketed communications.  Use information from your CRM or MA system and deliver relevant personalized messaging.  If you do deliver newsletters, utilize dynamic content throughout the newsletter, pulling in content relevant to the client's digital body language.
  3. Ask for input.  Demonstrate that the client's input and feedback is valuable.  Collect their feedback on services received, goals for the future, and satisfaction with results to date.  And don't stop at the response.  Acknowledge that you received and understand their feedback, and provide a reply that outlines actions you plan to initiate based on their feedback.
  4. Extend your reachRecognize the added opportunity to engage with your clients on social media. Provide offers and content on those social channels where they engage regularly.
  5. Pick up a pen or pick up a phone.  Not all communications need to be digital.  Sometime a more traditional outreach can be exactly what makes an impact.