AAT members discuss how they nurture strong client relationships

Working dynamics are changing. Here’s how bookkeepers and accountants create and maintain good partnerships with clients.

As digital technology, automation and AI transform the role of accountants and bookkeepers, the need to nurture client relationships has never been more pressing.

People skills have always played a critical role in the sector, but increased use of technology means the accountant needs to work differently, becoming more of a business advisor than a number cruncher.

Points of contact vary between accountants and bookkeepers, with bookkeepers typically communicating more frequently with their clients (often weekly) while accountants – traditionally – touch base once a month – or less.

But things are changing and most accountants now recognise the importance of prioritising client relationships and keeping in regular contact. But is that enough? We asked four AAT members (two bookkeepers and two accountants) how they go about building mutual trust and fostering strong client relationships.

Find the right clients and work together to improve processes

Libby Walklett FMAAT, AATQB, Director, The Ethical Bookkeeper

Finding the right clients in the first place is crucial to the success of my business. Ideally, I only want to work with clients who are eager to work with me to improve processes and efficiencies together.

Some of the clients I have worked with for years have become used to our processes and these now work like clockwork. We both know how the other works, it becomes a very efficient model, and I know when and if I need to chase anything.

We check in on average once a month, but he also knows he can call me if he needs to discuss any other matters. In fact, he usually calls me before he calls his accountant, because he know he’ll be able to speak to me straight away! Other clients have weekly Teams meetings – particularly when there are changes in process, workload, new projects etc. We chip away at issues in smaller chunks to avoid overwhelm. I often find Teams better for the body language and eye contact.

I’d advise accountants and bookkeepers to try to find clients preferred methods of communication right at the start – you’ll find you get a better response rate from them. Investing time and effort into building those relationships and trust are really important in the early stages. I tell every client that the more you share, the more I can help – even sharing personal finance issues or future plans for retirement so we can look at ways of supporting these plans through the business.

Verdict: Invest time and effort into building client relationships right from the start. Finding the right clients that are willing to work with you to be more efficient is helpful.

We prioritise transparency and regular, supportive contact

Caroline Carter FMAAT, Director, Carter Clear Accounting

We prioritise clarity and transparency from the very beginning of our relationship with clients, outlining our services, what we need to complete the work, and what steps we will take to get the job done. This helps set expectations and reduce any potential confusion.

As our relationship develops, we educate clients on tax and accounting matters so they become more comfortable and knowledgeable over time. We tell clients we don’t do ‘secret wizardry’- everything is clear and straightforward. Additionally, we acknowledge successes and provide support during challenging times, often through sending cards.

Maintaining regular contact is crucial to ensuring a strong client relationship. We check in frequently with clients, notifying them when work has been completed or filed, offering quarterly catch-up calls and visiting clients in person at least once a year.

The quality of our work is ultimately reflected in client satisfaction. If a client is unhappy, there may have been a breakdown in communication, so we seek feedback, address issues promptly and make necessary adjustments.

One key lesson we’ve learned is that clients don’t always appreciate being contacted by multiple staff members for the same piece of work, which can create confusion. We had to do this recently due to staff absence. We’ve taken this feedback to heart and now ensure that clients are informed in advance if there will be a change in their point of contact, along with an explanation of how long the change will last.

Verdict: We priotitise clarity and transparency right from the beginning and maintain regular, supportive contact throughout the year.

I send clients monthly videos of their financial reports and account books

Alison Bryan FMAAT FIAB, Owner Flourish Accounts

It’s all about communication. I state early on what clients can expect from me and I’m consistent about what I ask for each month.

I take time in our first calls after onboarding to discover what they struggle with, their contact preferences and where they want to be in their business.

I make myself available, but I also have a separate work phone, so there are clear boundaries for non-working time. This also means they can message me on my work phone whenever they want and they won’t be disturbing me.

I send my clients a video each month with their profit and loss reports, balance sheet and debtors and creditors. I talk through each area and point out anything they might need to look into. After the video they are invited to book in for a call if they need more information.

I think the ‘once a year’ accountant touch point should be a thing of the past. You can’t help people when you are talking about events in their business that happened months ago.

My advice is to be consistent. Ask for the information you need every month or week, around the same time so clients become used to you asking and it keeps things manageable.

No-nos for me are to become too familiar. Be friendly, yes; ask about family, yes; even send birthday cards – but remember that you are providing a professional service.

Verdict: I send clients monthly videos of their financial reports and account books, and keep in regular, professional contact.

Maintain strong client relationships with genuine understanding

Lydia Read-Potter FMAAT MD, BookSmart Accounting

For us, the key to maintaining strong client relationships is empathy. Really understanding the person and what their goals and priorities are. We want to help our clients use their businesses as vehicles to achieve their personal goals.

We speak to clients as often as they need us to. For some clients that is every week, for others that is once per quarter. If we hadn’t spoken to a client for a few months, we drop an email or a call to check in.

It’s really important that your client relationships are genuine. We work with clients who we genuinely believe in and have the necessary knowledge to support. The relationship is meaningful and clients feel like we are a key part of their business success. The only thing I would advise against is allowing the relationship to get too casual – don’t add clients on social media (other than LinkedIn) or spend time with them outside of working hours.

Verdict: Maintaining strong client relationships is about deeply understanding the person’s goals and pirorities.

Would you like to contribute to future articles like this one? If so, please get in touch with Annie Makoff-Clark at [email protected].

Annie Makoff is a freelance journalist and editor.