Testimonial Request Sequence for Accountants Email Guide
Why Testimonial Request Sequence Emails Fail for Accountants (And How to Fix Them)
You just finished a successful tax season for a client. They're thrilled.
But how do you turn that happy moment into tangible social proof that attracts your next big client? Many accountants find themselves in this exact spot.
You deliver exceptional service, whether it’s handling complex QuickBooks reconciliations, improving a client's Chart of Accounts, or handling a demanding tax season. Clients are genuinely grateful.
Yet, those glowing reviews often remain unspoken, locked in private emails or casual conversations, never seeing the light of day. A structured testimonial request sequence isn't just about asking; it's about making it effortless for your clients to share their success stories.
It's about proactively building a library of social proof that validates your expertise, differentiates you from competitors, and makes client onboarding smoother by establishing immediate trust. Think of it as turning word-of-mouth into a repeatable asset.
The emails below are designed to guide your clients through sharing their positive experiences, transforming satisfied customers into powerful advocates for your accounting firm.
The Complete 3-Email Testimonial Request Sequence for Accountants
As an accountant, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Check-in
Ask how things are going and gauge satisfaction
Hi [First Name],
Hope everything is going well on your end. I was just reviewing our recent work on your [SERVICE TYPE, e.g., quarterly review / tax filing / QuickBooks setup] and wanted to ensure everything is settled to your satisfaction.
My goal is always to make your financial life simpler, whether it's managing your Gusto payroll or improving your FreshBooks invoicing. Is there anything else I can assist you with, or any lingering questions you might have about our engagement?
Please don't hesitate to reach out. Your feedback is important to me as I strive to improve our services constantly.
Best, [YOUR NAME]
This email uses the principle of reciprocity and builds rapport. By genuinely checking in and offering further assistance without asking for anything in return, you create goodwill. This makes the client more open and receptive to a future request, while also identifying those who are highly satisfied.
The Request
Ask for a testimonial with specific, easy prompts
Hi [First Name],
I'm so glad we were able to [ACHIEVE SPECIFIC OUTCOME, e.g., simplify your tax process / clarify your Chart of Accounts / get your Xero books in order]. Your success is truly why I do what I do.
Client stories like yours are incredibly powerful. They help other business owners understand how we can support them, whether it's handling tax season challenges or setting up efficient workflows in TaxDome.
Would you be willing to share a brief testimonial about your experience working with me? It would mean a lot.
To make it easy, you could consider answering one or two of these questions: • What specific challenge were you facing before we started working together? • How did our service help you overcome it? • What's the biggest benefit you've seen since we started? You can simply reply to this email, or if you prefer, you can use this quick form: [LINK TO TESTIMONIAL FORM] Thank you for considering it.
Best, [YOUR NAME]
This email applies the principle of social proof and reduces cognitive load. By explaining why their testimonial matters and providing specific, easy-to-answer prompts, you make the task less daunting. Offering a choice of response methods (reply or form) caters to different preferences, increasing the likelihood of a response.
The Gentle Nudge
Follow up with those who have not responded
Hi [First Name],
Circling back on my previous email. No worries at all if you haven't had a chance to respond yet.
I know how busy things can get, especially when you're focused on your own business operations. I truly value your perspective on our work together, particularly how we tackled [SPECIFIC PROJECT/CHALLENGE, e.g., your quarterly payroll / your year-end tax planning].
Your feedback is invaluable. If you find a spare moment, I'd still be grateful if you could share a few words about your experience.
It helps me immensely and guides others who are looking for reliable accounting support. Here’s that easy link again, just in case: [LINK TO TESTIMONIAL FORM] Thanks again for your time.
Best, [YOUR NAME]
This email uses the 'foot-in-the-door' technique and respects the client's time. By acknowledging their busy schedule and reiterating the value of their feedback without pressure, it keeps the request alive without being annoying. The repeated, easy access to the form reduces friction for those who intended to respond but simply forgot.
4 Testimonial Request Sequence Mistakes Accountants Make
| Don't Do This | Do This Instead |
|---|---|
✕ Waiting until tax season is over to ask for feedback. | Ask for testimonials immediately after a specific positive interaction, like a successful quarterly review or after resolving a complex QuickBooks issue, when the positive experience is fresh. |
✕ Sending a generic, open-ended email asking for 'any feedback'. | Provide specific, guiding questions that prompt clients to share tangible benefits, such as 'What specific challenge did we help you solve?' or 'How has our service impacted your billable hours?' |
✕ Not explaining the purpose of the testimonial. | Clearly communicate that their story helps other business owners facing similar challenges find the right support, making their contribution feel valuable and effective. |
✕ Making the testimonial submission process difficult or time-consuming. | Offer multiple, low-friction options like replying directly to the email, a simple one-click form, or even a quick 2-minute phone call if they prefer. |
Testimonial Request Sequence Timing Guide for Accountants
When you send matters as much as what you send.
The Check-in
Ask how things are going and gauge satisfaction
The Request
Ask for a testimonial with specific, easy prompts
The Gentle Nudge
Follow up with those who have not responded
Send after a win, project completion, or positive feedback.
Customize Testimonial Request Sequence for Your Accountant Specialty
Adapt these templates for your specific industry.
Small Business Accountants
- Focus testimonials on how you saved them time that they could then reinvest into their core business, often by handling QuickBooks or Xero tasks.
- Highlight improvements in cash flow visibility or successful grant applications that directly impacted their small business growth.
- Emphasize the peace of mind they gained from knowing their finances were professionally managed, allowing them to focus on operations.
Tax Specialists
- Guide clients to talk about how you simplified complex tax codes, reduced their tax burden, or navigated a challenging tax season successfully.
- Encourage mentions of specific instances where your expertise prevented issues with the IRS or state authorities.
- Focus on testimonials that speak to the clarity and understanding clients gained about their tax situation, reducing stress.
Bookkeepers
- Ask clients to elaborate on how accurate record-keeping, a clean Chart of Accounts, or timely financial reports improved their decision-making.
- Prompt testimonials about how you streamlined their expense tracking, simplified payroll (e.g., Gusto integration), or prepared them for tax season.
- Highlight how your services made their day-to-day business operations smoother and more organized.
CPAs
- Seek testimonials that focus on strategic financial advice, business planning, or complex problem-solving beyond basic compliance.
- Encourage clients to discuss how your insights led to better financial decisions, increased profitability, or successful expansion.
- Focus on your role in high-level financial strategy, risk management, or handling significant business transactions.
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