Mark Lee talks to accountant Anna Goodwin about her new book and draws some lessons for other accountants in practice.
ML: Hi Anna. What prompted you to write your book ‘Accountants don’t bite’?
AG: Over the years, I’ve been continually surprised by people’s attitudes towards accountants. They tend to veer from contempt to fear. No one seems to understand that an accountant is there to help their clients and would have no business if they had no clients. I wrote the book in order to dispel the idea that an accountant is simply a necessary evil.
ML: Now, I know your primary aim in writing the book was to help people who have or who need an accountant. I would suggest that by becoming a published author you are also evidencing how you stand out from other accountants.
AG: Thank you Mark. You’re right, I do want people to feel more in control of their relationship with their accountant.
ML: As you know, the reason I wanted to talk with you about the book is that I can see many lessons for accountants across the chapters. Let’s start by talking about the need for regular and effective communication.
AG: Well yes, I do suggest that it’s okay and even a good idea for clients to communicate with their accountant. Many people seem to think this is only acceptable if prompted by their accountant.
ML: I love the quotes you share in the book, from people who find this an unusual concept. They are quite telling:
“No, I don’t ring my accountant because they tell me off”
“I don’t understand the answers so there is no point in asking any questions”
“I’m worried about speaking to them just in case they charge me a fortune”
AG: Indeed. I believe that in order to have a successful business you have to know what’s going on with your figures and that means an accountant who will keep in touch with you.
ML: Do you have any preferred methods of communicating with your own clients?
AG: When I meet new clients I ask them how they want me to keep in touch with them. There’s no point in me sending regular emails to clients who don’t check them regularly. I would then only be kidding myself that I was keeping in touch with them.
ML: What about the phone?
AG: I keep a note so that I know which clients prefer texts or voice calls and whether to ring their landline or their mobile. I also ensure that they know that the easiest way to get hold of me is by email or mobile.
ML: Do you have any other communication tips for accountants?
AG: After completing a piece of work I always give clients a list of recommendations that they could adopt to help them to improve the information they provide. This gives them the information they need if they want to make more effort upfront. It also gives them the opportunity to say, “No, its enough work to provide the information I already give you – I don’t want to do any more. Can you just continue to do that for me?”
ML: I like that idea as it also has a subliminal message regarding the fees they are paying you. Any more communication tips?
AG: Well, I know some clients only want to discuss things face to face. And that’s fine. Otherwise I send information to clients in a format which is as simple as possible so that they are more likely to understand what the figures mean. I remember one of my previous clients saying, “This is Dave you’re talking to and I’ve no idea what you mean!” I learned an important lesson from that.
ML: Good point. We always need to keep in mind who is going to be reading what we write. Each client is different so there is no excuse for adopting the same style when writing to each of them – unless you have been very selective and know that all of your clients have the same level of knowledge and understanding.
AG: I adopt a similar approach when I’m referencing clients’ financial results. Many clients just find these confusing so I will often highlight the key figures either monthly, quarterly or annually.
ML: What would you include in such a summary?
AG: Typically just six or seven figures: Sales, cost of sales, gross profit, overheads, net profit, corporation tax and profit after tax.
ML: I was also taken with the chapter in your book about jargon-free advice. You seem to have a sensible approach to the free business review you offer prior to taking on a new client.
AG: Thanks Mark. I see such meetings as an opportunity for a potential client and for me to decide if we want to work together. I always ask the potential client to bring with them examples of how they file and record their income and expenditure. I also suggest that they make a list of questions that they have about their business and accounts. Some are relatively easy to answer, others depend on the individual and on their specific circumstances.
ML: Do you have fixed views as to how clients should keep their books?
AG: Often when potential clients come to me they seem to have felt pressurised by their bank to use a specific software package to record their figures. I feel very strongly that clients should choose the approach that they will find the last painful to keep up-to-date. I’m happy working with clients who record their information manually, using spreadsheets or accounting packages, whether cloud based or otherwise.
ML: I did like the little charts in your book showing the advantages and disadvantages of each option from the perspective of the client. Later on in the book you reference one of my favourite topics; that of drawing on your own particular experiences to help clients. It’s a god way to standout from your competitors.
AG: Yes, and it works both ways. I think it can be helpful to encourage clients to tell their accountant of any business and accounting experience they have which may be relevant to how they are treated. There is always a fine line between overloading a client and patronising them.
ML: There is so much more in the book that I am sure will be of use and value to prospective clients. But I would also encourage accountants to read it if they want to see various real-life examples of your approach or just to learn more about how you dispel the idea that accountants bite. Do you have any final thoughts to share?
AG: Just to thank you for your interest and to confirm that I would love it if more accountants could help to spread the word and dispel the myth!
Anna Goodwin is a highly experienced accountant, speaker, mentor and published author of ‘Accountants don’t bite’ She can be reached via her website: http://www.annagoodwin.co.uk
Mark Lee is consultant practice editor of AccountingWEB. He also facilitates The Inner Circle group for accountants, entertains as a conference speaker and is chairman of the Tax Advice Network of independent tax specialists providing help and support to smaller practices.
Mark Lee will be speaking at this year’s Practice Excellence Conference on 6 November at Dexter House in London.