Power skills | Client management
Mastering productive client management
Client management is one of those skills that can make your career in accountancy. Whether you are working in practice, industry or as a freelancer, your ability to build and maintain strong client relationships will directly impact your success
Words Sophie Cross Illustrations iStock
Client management is about creating productive, long-term relationships with the people your business serves. If the bare minimum is completing required tasks or delivering reports on time, effective client management means really understanding your client’s needs, communicating clearly, solving problems proactively and building the trust that keeps them coming back.
This might involve managing relationships with external clients if you're in practice, or internal stakeholders if you're working in industry.
Setting clear expectations from the start
One of the most common reasons client relationships break down is a mismatch of expectations. It could be that the client expected their tax return to be completed in a week but you needed three, or they thought your fee would cover additional services that weren’t included in your original quote.
Setting clear expectations must be done at the very beginning of the engagement to prevent future misunderstandings. This means being specific about:
- Timelines: When will deliverables be ready? What might cause delays?
- Scope of work: What services are you providing and what falls outside your remit?
- Fees and costs: What will they pay and when? Are there circumstances where additional charges might apply?
- Communication: How often will you be in touch? How should they reach you?
STEPS
How you can develop this skill in three steps:
Practise documenting everything in writing, even if you've had a verbal conversation.
Create templates for engagement letters or project briefs that force you to think through all these details up front.
When starting work with a new client, schedule a proper kick-off meeting to discuss expectations before diving straight into the work.
Active listening
Active listening is about genuinely absorbing what the other person is saying, asking clarifying questions and demonstrating you've understood their concerns.
When a client explains their situation, they're often telling you more than just the facts. They might be expressing anxiety about cash flow, frustration with HMRC, or uncertainty about business decisions. Picking up on these underlying concerns allows you to provide more valuable, relevant advice.
STEPS
How you can develop this skill in three steps:
During client conversations, resist the urge to formulate your response while they're still speaking. Instead, focus entirely on what they're saying.
Take notes if it helps.
After they've finished, summarise back to them what you've heard: “So if I understand correctly, you’re concerned about...” This technique ensures you've understood properly and makes the client feel genuinely heard.
Problem-solving with a solutions mindset
Clients come to accountancy professionals because they have problems to solve, whether that’s navigating complex tax legislation, improving financial processes, or making sense of their numbers. Your technical knowledge is important, but so is your approach to problem-solving. Having a solutions mindset means focusing on what can be done rather than dwelling on obstacles. When a client brings you a challenge, they don’t just want to hear why something is difficult; they want options, alternatives and your professional recommendation.
STEPS
How you can develop this skill in three steps:
When faced with a client problem, train yourself to present at least two or three potential solutions, even if one seems obviously better.
Explain the pros and cons of each approach, along with your recommendation and why. This demonstrates thoughtfulness and gives the client agency in the decision-making process.
Practising this approach with colleagues or mentors can help you refine it before using it with clients.
Communication: clarity is kindness
We all know that accountancy is full of technical jargon, but your clients probably aren’t fluent in it. One of the most valuable skills you can develop for building excellent client relationships is the ability to explain complex concepts in plain English.
This doesn't mean oversimplifying or patronising clients, but removing unnecessary jargon and acronyms, using relevant examples and checking for understanding throughout the conversation.
Effective communication also means being proactive, so don’t wait for clients to chase you for updates. Keep them happy by regularly letting them know the progress, even if it’s just to confirm that everything is on track.
STEPS
How you can develop this skill in three steps:
Practise explaining technical concepts to friends or family members who aren’t in accountancy. If they understand, you're on the right track.
In written communications, read your emails back before sending and cut out any unnecessary technical terms.
Consider using the “So what?” test: after each piece of information, ask yourself “So what does this mean for my client?” to ensure you're explaining the implications and not just the facts.
Building relationships beyond business transactions
The difference between a good client relationship and a great one often comes down to rapport. Clients who see you as a trusted adviser rather than just a service provider are more likely to remain loyal, recommend you to others and seek your guidance on bigger decisions.
Building rapport isn’t about grand gestures but small, consistent actions: remembering details about their business or personal life, showing genuine interest in their success, being reliable and occasionally going beyond what's strictly required.
STEPS
How you can develop this skill in three steps:
Keep brief notes after client meetings about personal details they've shared — an upcoming holiday, their pet dog, a child’s exam results, a business expansion they're planning. Ask them about these in future conversations.
Make time for an informal chat at the start of meetings rather than diving straight into business.
Look for opportunities to share relevant articles, resources or connections that might benefit them, even if there's no immediate benefit to you.
Developing your client management skills
Like any professional competency, client management improves with deliberate practice and reflection. After each client interaction, consider what went well and what you might do differently next time and seek feedback from colleagues, mentors or even trusted clients themselves.
AAT members can access resources through the Learning Portal and Knowledge Hub that cover various aspects of client management. Connecting with other members through local branch events or online forums can also provide opportunities to share experiences and learn from others’ approaches.
The investment you make in developing these skills will pay dividends throughout your career, leading to more satisfying work, stronger professional relationships and greater opportunities.
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