Connect with your clients by building relationships of trust

Accountants can be a bit misunderstood, often seen as number crunchers in the back room who give a thumbs up or a thumbs down to grand plans for the business. In reality, they are the sneaky heroes who know businesses inside and out and understand what companies need to thrive. It is critical for CPAs to help their clients see who they really are: integral members of the team, working tirelessly to help the business succeed.

In order for accountants to step into this role, they need to build relationships of trust with their clients. As Stephen R. Covey said, "Trust is the glue of life. It's the most essential ingredient in effective communication. It's the foundational principle that holds all relationships.” When clients and CPAs have a strong relationship, clients know the first call they make for help should be to their trusted accountant. Here are some ways for you, as an accountant, to build a strong relationship of trust with clients.

Get to know your clients

Although you have a business relationship with your clients, it helps to really get to know them as people, too. Ask them personal questions and listen sincerely to what they want to accomplish in their business and in their life. You aren’t a one-dimensional person who only exists in the office world — and neither are your clients. Business and personal goals often align, and understanding your clients on a personal level will inform their business needs as well. As you get to know them, they will see that you are invested in their success, and you will know what drives them. When times are good — and when they are bad — they will trust you to help take care of their business and make it a success.

Be a mind reader

A great CPA is proactive, not just reactive. Clients want a financial advisor who doesn’t just keep the books and help with payroll. As a trusted advisor in the business, a CPA must be able to understand lessons from the past, as well as foresee the future. Clients are counting on their CPA to know about every available option to assist them. Stay up to date on issues that can impact your clients’ businesses, such as the PPP loans and loan forgiveness that were issued to help companies struggling during the COVID-19 pandemic. Nearly11.5 million loans were issued, with more than 5 million applications for loan forgiveness by August 2021. CPAs play a critical role in helping their clients understand new programs like these and using them to their clients’ benefit. Know what your clients need before they ask so they know you have their back. Watch for roadblocks and opportunities on the horizon, and help clients prepare ahead of time.

Give real-time feedback

If you want clients to call you whenever they need help, you’ll need to have answers ready for them when needed. While you can’t always be a mind reader, you can be responsive and adaptable. As clients present you with new ideas and questions, make sure you are able to step up and respond. Luckily, as clients’ needs adjust, so does the technology available to CPAs. Take advantage of this technology so you can address client needs on the fly. Using cloud technology and customized dashboards, CPAs can input data in real time and be ready to give results at the drop of a hat.

Show clients you care

Your clients want someone who is always in their corner, working toward the success of their business. Show them that you aren’t just about your bottom line and that you actually care about their success. Communicate with your clients frequently, even when you don’t have a new report to give them. Find out how much your clients want to communicate and be responsive to their needs. Chat with them online, send an email or a quick text, and meet in person as needed. Checking in with them just to touch base shows they aren’t just another client.

CPAs aren’t number crunchers behind the curtain — they are real humans that are there for their clients when they need them. Building a trusting relationship with clients ensures they know who to turn to when they need advice — or to share a victory.