3 ways to keep client communication loud and clear

For accountants and bookkeepers, effective client communication is the cornerstone of trust, informed decision-making, and a smooth daily workflow. But let’s face it, the generic “keep in touch” advice often falls short, especially with particularly busy or unengaged clients who naturally shy away from frequent interactions. 

So how can professionals break through the communication barrier and build meaningful connections with every client, regardless of their engagement level? The answer lies in personalised engagement and the strategic use of resources. Here are three steps for effective client communication.

1. Tailor introductions and personalise conversations

When you’re introducing a new service or piece of software to a client, a personalised approach - crafted to reflect their goals or concerns - is the way to go. 

Generic descriptions rarely resonate with clients. Instead, take the time to understand each client’s unique needs: this will demonstrate your commitment and make them feel understood and valued. In the long term, this can positively impact their perception of your practice. 

Introducing a client to accounting software is more effective when you use words tailored to their unique situation. This is where our client intro tool comes in! How does it work? Simple - just answer a few questions, and we’ll craft a custom introduction for you to easily copy and send via email or use in a presentation.

2. Spark an interest that goes beyond numbers 

While conversations about compliance and figures still tend to dominate, the role of many practices has evolved to include advisory services, such as helping with business plans to support growth. Your client might sometimes feel intimidated or unsure about asking a question that goes beyond the day-to-day business. So how can you make sure you’re approachable to them in this context? 

A practical step is coming to meetings prepared with actionable advice and relevant resources, highlighting your openness to consultancy. Supply additional materials like brochures, PDFs and videos for clients to review at their own pace, alleviating the pressure of an immediate response and enhancing engagement and trust.

Our downloadable starter pack contains valuable resources for introducing new clients to FreeAgent. What’s inside? Handy PDF brochures to help them get up and running, including:

• Introducing FreeAgent
• Introducing the FreeAgent mobile app
• FreeAgent and Mettle

3. Human + digital= the winning formula 

Technology isn’t the enemy of personal connection. In fact, when used thoughtfully, it can strengthen trust and maintain engagement even when face-to-face interactions are limited.

Using the right tools to communicate with your clients - in other words, finding the best platform to message or call them - can foster a stronger relationship. However, keep in mind that some clients might appreciate a physical touchpoint as well to maintain a meaningful rapport. 

For example, a handwritten note or printed resources could go a long way in demonstrating that you care about your relationship. An email-centric approach may work well in the short term, to get issues sorted quickly, but if you’re aiming to ensure future engagement, that extra mile is worth the investment.

By combining tailored interactions and strategic approaches, you can move beyond the basic “just call your clients more” cliché and build client communication that’s loud and clear, developing trust and a thriving business for everyone involved.