Client retention for accounting firms: Turning renewals into value conversations

What makes an advisory client renew for another year? In this episode of It’s a Write Off, Joel Lutz and Trevor Myres of Myres CPA pull back the curtain on their annual tax planning renewal process, including how they evaluate pricing, communicate value, handle fee increases, and decide when a client relationship may have run its course. They discuss why Myres CPA intentionally handles tax planning renewals during Q3, how they use quarterly meetings to remind clients of the impact of the work completed throughout the year, and why renewal conversations are ultimately about one question: Have we earned your trust for another year? Joel and Trevor also break down what happens when a client’s situation changes. That includes keeping pricing the same, increasing fees as complexity grows, reducing scope when a business slows down, and respectfully disengaging from legacy clients who are no longer the right fit. They also explore why previous experience working with a CPA can matter when evaluating prospective clients, how proactive communication differentiates an advisory firm, and why accounting firms should never assume a client will automatically renew.