It costs more money to develop a new client than to simply retain an existing one. While a CPA firm with longevity needs to continuously develop new business to replace departing clients, a proper balance of marketing efforts should be divided between existing clients and prospects. This module provides tips and techniques for ensuring that your firm has the capacity to grow and expand its book of business in a healthy way.

Major Topics:

  • Continued marketing to existing clients
  • How to better connect with existing and prospective clients
  • Motivating prospective clients to engage with your firm
  • Methods for building value perceptions with existing and prospective clients
  • Differentiating your firm from the competition, including translating features into benefits
  • Handling objections and closing a sale


Learning Objectives
  • Identify and discuss the importance of continuously marketing to retain existing clients.
  • Discover and describe best practices for developing opportunities to engage with prospective clients.
  • Explore and explain what differentiates your firm and its services from the competition in a way that is easily communicated and understood.
Last updated/reviewed: March 16, 2024

Included In Certifications

This course is included in the following Certification Programs:

13 CoursesAudit Training Certification - Level 4 - Supervisor/Manager

  1. Audit Quality Control - Avoiding Peer Review Deficiencies
  2. Internal Control Deficiencies and Other Matters - Adding Value Through Required Auditor Communications
  3. Auditing Impairment of Long-Lived Assets, Including Goodwill - Identifying and Calculating Impairment Losses
  4. Maximizing Analytic Procedure Evidence - Adding Value Through Useful Financial Statement Analysis
  5. Accounting Estimates, Including Fair Value - Evaluating the Propriety of Areas with Uncertainty
  6. Special Audit Considerations - Comprehending Requirements of Group Audits, Compliance Audits, Using the Work of a Specialist or Others, and More!
  7. The Art of Discipline and Getting Things Done - Applying Better Time, Team, and Project Management Techniques
  8. Management Skills - Exhibiting Traits of a Balanced Leader-Manager
  9. Personality Styles - Adapting to Different Types of Personalities for Improved Relationships and Interactions
  10. Making Rain - Improving Success with Retaining Clients and Attracting Prospects
  11. General Ethics for Business Professionals
  12. Accounting Update - Hot Topics for Preparing Current Period Financial Statements
  13. Auditing & Attest Update - Hot Topics for Current Period Audits and Other Attest Services
Course Complexity: Intermediate

No advanced preparation or prerequisites are required for this course.
Designed For: Accountants retaining existing clients and developing prospective new clients.

Education Provider Information
Company: Illumeo, Inc., 75 East Santa Clara St., Suite 1215, San Jose, CA 95113
Contact: For more information regarding this course, including complaint and cancellation policies, please contact our offices at (408) 400- 3993 or send an e-mail to .
Instructor for this course
Course Syllabus
  Learning Objectives for Making Rain - Improving Success with Retaining Clients and Attracting Prospects0:38
  Varying Levels of Client Service11:15
  Varying Levels of Client Service Cont'd12:56
  Building Trust with Clients12:48
  Define What you Want9:38
  Continued Marketing to Current Clients9:42
  Satisfying Buying Motives8:49
  Differentiating your Firm8:44
  Marketing to Prospects13:04
  Handling Objections4:30
  Tips for Value Pricing9:15
  Tips for Negotiating and Closing5:02
  Key Points for Getting Started2:32
  Making Rain - Improving Success with Retaining Clients and Attracting Prospects1:48:53
  Slides: Making Rain - Improving Success with Retaining Clients and Attracting ProspectsPDF
  Making Rain - Improving Success with Retaining Clients and Attracting Prospects Glossary/ IndexPDF