It takes effort, but building solid relationships with your clients is one of the most important things you can do as an accounting practice.

You’ll hold onto them longer, keep them engaged, gain more upsell opportunities, increase your chance of referrals, and develop a more positive reputation. Loyal clients who see you as a trusted advisor are vital to the growth of your practice.

So what are some tactical ways to build trust and nurture your client relationships?

Be social—online and offline

Social media should be one of your key strategies to grow your practice. Take a look at which social media platforms your clients are most active on, and build a presence there.

Use social media to reveal the human side of your own practice. Shine a light on your team and their individual personalities. Your clients will likely be more trusting if they can recognize the people behind the business.

Offline interaction is just as important. Depending on the occasion, a simple thank you, birthday wishes or a congratulatory message will show real appreciation and respect—especially if they’re handwritten. They will not go unnoticed. The amount of energy that goes into crafting a genuine message or sending a gift of appreciation is insignificant in the grand scheme of things, but each time it will solidify the way a client views your practice.

Communicate honestly & often

Without good communication, relationships will not grow. This is not just about relaying information. It’s about listening. What are your clients’ concerns and frustrations? What can you clarify for them? The more they feel like you honestly care about the health of their business, the more they’ll look to you for guidance.

After any meeting, be proactive and schedule the next. And be sure to have extended quarterly check-ins to review any business changes and explore upsell or cross-sell opportunities.