If you are like most practicing CPAs in most accounting firms around the world— or most technical professionals— you are bright, well-mannered, service-oriented, unassuming, introverted, principled, loyal and very motivated. So perhaps it wouldn't surprise you that, like most other service professionals, you may have spent years as a top performer without attracting a single client of your own.

But, if you have a strong desire to succeed, and a few solid tools, you can create a significant referral network and learn how to sell. In business, nothing is more important than the ability to communicate. In the professions, selling yourself is the simple act of communicating how you can help your clients succeed in their business.

Even if you don't find it natural to "just talk to people," you can begin your quest to grow by recognizing first who you should be talking to.

To determine whether you have the right referral network, or whether to move the relationship to the next level, seek to find in each potential strategic relationship: 

Great chemistry 
Great communication 
Personal relationship 
Similar markets 
A strong, compatible network 
Reliable and proactive people 
Committed to success


Great chemistry: you know it when you encounter it, this has to be there before anything else can happen, or before there's even enough interest to get beyond a superficial first meeting. You just plain "like them!" (And they you!)

Great communication: your communication styles are similar, they listen as well as share, and you learn from them as much as you teach them. You establish a rapport easily with them, as well as others, and they also possess this ability.

Personal relationship: you share similar values, morals, ethics, maybe have some things in common outside of work (hobbies, interests, family, friends), you understand their passions. You truly begin to care for this person.

Similar markets: in a broad sense, their business goals put them in alignment with yours simply because they want to reach similar markets, already operate in similar markets, or want to be in the markets you serve.

A strong, compatible network: within a market, they serve similar segments to yours or a client base compatible to yours and because you share this in common it makes sense for you to "stay close" to one another. A strong, compatible network and one that is not competitive means you are more likely to be in a position to share opportunities. The strength of their network extends yours naturally. Sort of like the "web-ring" concept of internet relationship or affinity marketing that's hot right now.

Reliable and proactive: these should be "entrepreneurial" types, who don't "sit on" an opportunity or forget or neglect commitments; they keep their promises and are diligent about their follow-up. If you are this way, when you find this in another person it's like striking gold since it seems to be a rare quality in business these days.

Committed to success: generally speaking, if they are committed to their own success, you can help them succeed. The "law of reciprocity" makes it possible, and probable, for them to return the favor! The key to a successful referral "friendship" is you should be willing to give without regard for what is returned for a period of time. So how do you know whether you're investing in a relationship that has a high probability for "payoff?" If you have key elements #1 - #6, then you probably have a pretty good thing going.