accountants who stay silent risk disappointing–and probably losing–clients.
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accounting influencers
with rob brown
accountants, take charge of your client relationships, says susan bryant, cpa, in this episode of accounting influencers. bryant’s on a mission to empower accountants to refine their client base, set professional boundaries, and elevate client interactions to meet today’s high expectations.
bryant explained that the accounting landscape is rapidly evolving, pushing accountants to redefine their approach to client service. many firms, she notes, retain clients solely for revenue, even when these clients may not respect or appreciate the work accountants provide. “we should work with clients who match our processes and values—not just those who fill our books,” bryant said. this conscious client selection, she argues, can lead to a healthier work environment and higher-quality service for all clients.
additionally, bryant urges accountants to step beyond traditional compliance tasks to become essential business advisors. “clients today need more than just tax returns and financial reports,” she states. “they want a relationship with another business owner who can provide valuable insights.” bryant shares that she often experiments with new processes in her firm and then shares successful strategies with her clients, creating a collaborative learning environment beyond standard accounting services.
according to bryant, standardization is the key to delivering a positive client experience. “standardization is essential,” she explains. “it provides clients with a consistent experience and smooths firm operations, enabling accountants to focus on high-value tasks.” for bryant, clear and replicable processes improve firm efficiency and create a better overall client experience.
bryant emphasizes transparency and boundary-setting. she encourages accountants to be honest with clients about what they can and can’t provide, pointing out that staying silent can lead to unmet expectations. “accountants who stay silent risk disappointing clients,” she said. “speaking your truth helps clients understand your value and builds respect.”
regarding the importance of continual learning and adaptability in today’s accounting world, bryant encourages accountants, especially those early in their careers, to develop a growth mindset and consider non-traditional paths. “accountants must realize their value as experts and advisors,” she advised. “we need to be less inward and more outward—clients want us to speak up and share our knowledge.”
“hope is not a strategy,” bryant says. “start by having one conversation at a time with clients, explaining your challenges, and inviting them to grow with you. it’s that simple—but it requires courage and consistency.”
- clients seek a more holistic approach from their accountants beyond compliance work. accountants must evaluate whether their clients truly understand and value their work and are willing to conform to their processes and standards.
- accountants should consider recalibrating what a good client looks like and be willing to let go of clients who are not a good fit. this may necessitate creating systems and processes to attract better clients eager to consume their services.
- accountants who are proactive, close to their clients, and able to deal with complexity will be more successful. they need to be willing and honest about the clients they want to serve and how they want to serve them.
- accountants need to have an entrepreneurial mindset and consider themselves business owners. they should be compensated based on their ability to increase the value of their client’s businesses and personal lives.
- accountants must develop more commercial acumen and a more entrepreneurial business-thinking mindset to stay relevant.
- more about susan bryant, cpa
bryant
susan bryant is a highly experienced and accomplished cpa and certified tax coach passionate about driving positive change in the business world. with over 15 years of experience, bryant has worked closely with numerous business owners, helping them achieve their goals and dreams by improving their finance functions.
bryant has worked in various capacities with her clients over the years, including as an architect of accounting processes, a mergers and acquisitions advisor, and a tax strategist. her expertise and dedication have earned her a reputation as a trusted and respected professional in the industry. with her knowledge and skills, bryant has helped countless businesses streamline operations, maximize profitability, and achieve long-term success.