Category: Customer Care

5 Reasons How Client Communications Can Go Wrong

Your clients are willing to put their trust and faith in your ability to deliver the tax and accounting services they need. But this is a type of trust that can be easily broken.

One reason clients quickly lose confidence in you is the lure of the competition. Maybe they’ve heard good things about the company down the road, and they’re wondering if the grass is greener with those guys.

Maybe they’re worried about money and subconsciously looking for any reason to break up with you in a professional sense so they can rationalize not investing.

Here are some common reasons why your client communication can go wrong and how that ultimately breaks their trust in you.

Becoming too personal with clients

There is a fine line between showing your humanity to people with whom you do business and over-disclosing.

Over disclosure means sharing personal details that are irrelevant to the client’s reason for coming to you.

For example, maybe the client needs your guidance on managing finances more effectively. A revealing conversation about your recent divorce would not be relevant to the topic in question. It might even have the client thinking less of you for being unprofessional.

These talks may ultimately lead you to a broken client agreement or an order that never materializes. Therefore, it’s best to avoid getting too personal when dealing with people professionally.

Overwhelming clients with too much information

Your clients come to you wanting help, guidance, or solutions. For example, they may need an expert to prepare their taxes, provide payroll services, or other accounting needs.

Overwhelming clients with too much information means getting too deep into your offer’s finer points. It’s more than likely that they only need an overview to help them understand your competence and capabilities. And they require time to digest the information piece by piece mentally.

If you throw it all at them, they might even think of you as less of an expert when all is said and done.

A professional presentation typically contains clear, concise, well-ordered points that support the main idea and provide enough supporting detail to facilitate meaning.

Going off on side tangents in your client communication does not lend credibility in their estimation.

Not providing enough information

On the other hand, one sure-fire way to break trust with your clients is not to provide enough detail.

We talked about over-delivering, but probably a more common predicament is the company whose clients come to them with unmet communication expectations.

There is a delicate balance between over and underwhelming your clients. So naturally, you want to walk this fine line if you hope to gain their admiration, respect, and trust in your ability.

If you have trouble knowing how much is too much versus not enough info to provide clients, try crafting it in advance and use it as a guide during your conversation.

Providing irrelevant details

The problem of providing details that the client may not need likely stems from an accountant’s need to prove their expertise.

The client may initially be impressed by your accumulated knowledge, sure. But ultimately, if the topic gets off track with their problems and how to solve them, the client will leave the conversation scratching their head. In addition, irrelevant information will leave them wondering if they should have gone with someone else who’s work is more relevant to them.

If you have trouble sticking to the main issue when talking with clients, you might try preparing a script for each type of problem that people will likely come to you with needing your expertise to solve.

Don’t read off the script like you’re in the school play. Instead, use it to cement the thoughts in your mind. Then, practice a bit with the script in hand so you can convey your thoughts in an organized fashion when the time comes.

Not personalizing your message

Your clients know when you are reading off a script.

Most of us have experienced the frustration of sitting on a client service call and hearing phony, scripted questions like “How can I make your day great,” your clients are not likely to fall for a dialogue between you and them that takes place with you reciting lines off a cue card.

If you are not in a profession where talking comes naturally, you can give yourself a cheat sheet by writing out a few bulleted points on note cards to help you keep client calls flowing productively.

However, in time you should become more comfortable with speaking to clients. If you organize the points you want to make and continue to practice saying them naturally and conversationally, eventually, you’ll find that the cards are no longer necessary.

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When Do Clients Need To Hear From Us?

During a business transaction, there are critical times that communication is vital to keep clients feeling like you are in touch and engaged with their unique situation.

Remember that your goal with a recap message is to build a relationship with the client and not just sell to them.

The best recap emails summarize the discovery into two or four key points. First, they reinforce the decision to move forward. A recap email can confirm the next call’s date, purpose, and plan. Third, it builds accountability and keeps the lines of communication open.

Your clients will appreciate the communication you are providing. And, they’ll be more likely to hire you if you send them an excellent recap email.

So, what are the key points in a project that need a recap or communication?

1. In the beginning, the introductory phase of your association.
2. At the start of your project – the kickoff.
3. At any time they feel confused.
4. Through each new step of the process.
5. Whenever there is a delay or problem.
6. At the project’s close, the end of the order or the wrap-up of your business with them.

1. In the beginning

A potential client will make a series of decisions before settling on you as their chosen Accountant.

One might consider the introductory phase to be the most important. Remember, you never get a second chance at a first impression. Therefore, it would help if you communicated clearly and confidently what the client could expect from you during the entire transaction.

Help the client visualize doing business with you by laying out the process with simple, easy-to-understand steps.

Create a simple project map, bulleting each phase with necessary details such as what the client will need to provide and anticipated turnaround times. This will go a long way toward helping them understand what will happen and who will be responsible for what along the way.

Finally, you’ll want to exchange contact details and any other pertinent information such as account numbers, personal identification, and any relevant matters that pertain to the service or products you’ll be providing to them.

2. The Kickoff

Once the introductory phase is complete, you will want to help clients stay on track with the timing and details of any work you do for them. You can fill them in on exactly what will happen, so they know what to expect going forward.

One helpful piece of communication that you can hand out as you onboard new clients is the Welcome Email or Welcome Letter.

The welcome message gives a client the confidence you are committing to them and that the two of you (or a group if that’s relevant) are partnering or teaming up for success.

You should customize the content of your welcome message according to the client, the specific project, and an estimated timeline of how long it will take. Streamline this process with a general timeline for your template, but insert details before printing and handing it to the client.

3. When They Feel Confused

New clients tend to ask specific questions. You may even notice that most of the new clients you deal with have the same questions as other clients did when they first began working with you.

You may feel like a broken record giving the same answers repeatedly all day long, which results in a lot of unnecessary email typing and talking on the phone.

Of course, the accounting and tax preparation business you have lends itself to talking on the phone or in person with clients, and you may not have the option of getting out of this.

However, the simple addition of an FAQ area of your website, or FAQ handout you provide to clients, can drastically cut down on the amount of time you spend explaining things to the people who solicit your services.

Your Frequently Asked Questions handout should include all aspects of your business that tend to confuse people the most.

What do people always ask you? Write that down. Then think of other things they ask you. Brainstorm “through your client’s mind,” list out, and answer.

You can continue to build on your FAQ, modifying it from time to time. Any time a client comes to you wanting clarification on something, write down their question. Then take some time to answer it in detail, and add it to your FAQ file.

4. Every Step of the Way

A quick email message signals forward momentum in your step-by-step process with clients. Of course, it only takes a short, written wrap-up to let them know a phase is complete, but this brief message will add to the confidence and trust your client holds in you.

At each step, you can sum up:

1. What was accomplished during this step.
2. Any deliverables you provided (so they can be reminded of the ongoing value you deliver to them).
3. Any problems that came up during this step.
4. Any outstanding items that will need to be addressed.
5. What to expect in the next step.
6. How long you expect the next step to take.

5. Another Delay!?

Delays of any kind will cause your clients to doubt you and begin to worry. They may fear that you will not be able to deliver the end product the way they prefer or in the allotted time frame. In addition, they may worry that you cannot be trusted – after all, they likely don’t even know you.

A brief and reassuring message that lets them know you are handling their issue or attending to their details quickly and thoroughly will ease their discomfort.

As you work on similar projects for various clients, you will notice a pattern of issues that may come up repeatedly. For example, a recurring problem with Accounting firms is that the client does not promptly provide the necessary information.

You can work through this challenge by creating a short template of common problems. For example, your template can explain the delay, or it might make a request for the client to fulfill, which applies to each type of delay.

Keep the messages you create in your file of templates. Print or email and use as necessary when future clients voice complaints about things outside your control realm.

If problems occur that you know you can handle but must be worked through in a routine fashion, your proactive message will go a long way to dispel their fears, increasing their trust in you as their chosen provider.

6. That’s a Wrap!

When your work for the client concludes, send them a brief wrap-up bulleting the work completed.

Thank them for their business and remind them that if they have any questions or would like to leave a positive review, please reach out to you via email, phone, or whatever your preferred method of communication may be.

One last thing:

Keep invoicing separate from the “final wrap-up” message – these should be two separate areas, as you do not want your clients thinking about payment in the same context as what was delivered.