Mastering the art of client communication: Five non-negotiables for game-changing impact

 Alex Bond-Burnett specialises in coaching finance professionals in their communication skills and specifically how to communicate data with impact. In this article, Alex deep dives into a topic that has likely frustrated many accountants - client communication! Specifically, she outlines how you can ensure that your hard work, insights, and analysis lead to real change within a client’s business. 

Watch Alex's full workshop below.

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“You've done this forecast but clients aren't responding, they're not asking you questions and they're not taking action. It can feel hugely frustrating. I get it. I do. I've been there. I have also been in practice myself and I have had those conversations.” 
- Alex Bond-Burnett

Alex specialises in coaching finance professionals in their communication skills and specifically how to communicate data with impact.  

Here are Alex’s absolute non-negotiables so that you can have game-changing client communication. 

Why trust is key  

Establishing a trusting relationship is the first step. Clients need assurance that there are no "stupid" questions, because you’ve fostered an environment where queries are encouraged. This trust forms the bedrock of successful communication, paving the way for a shared understanding of financial forecasts, budgets, and crucial business decisions. 

Trust, in the context of communication, is more crucial than ever. The Edelman Trust Barometer's 2023 report indicates an all-time low in global trust levels. Governments, traditionally seen as sources of guidance, face significant distrust, creating a void that demands alternative sources of information. 

This is where effective communicators step in. By focusing on building trust through intimacy, reliability, and credibility, communicators can fill this void, becoming highly trusted figures in the eyes of businesses and individuals. 

The five non-negotiables for game-changing client communication

1. Serve others and serve them well

The foundational principle of successful client communication is a client-centric approach. It's not just about delivering information; it's about understanding the client's needs and serving them effectively. The key is to ask the right questions: "What do you need right now?" Tailoring your communication to align with their objectives builds trust and ensures your advice resonates. 

2. Quality over quantity

In the age of information overload, it's easy to fall into the trap of overwhelming clients with data. However, the second non-negotiable emphasises the importance of quality over quantity. Leave space for clients to express their needs and concerns. By focusing on the essential details and presenting information clearly, you can enhance the impact of your message. 

3. Showing is better than telling

Effective communication is not just about conveying facts; it's about telling a compelling story. Clients often respond better to visual and emotional narratives than dry statistics. The power of storytelling lies in its ability to engage multiple areas of the brain, making information more memorable. Utilise this technique to paint a vivid picture of data trends, challenges, and potential solutions. Tools like Fathom are great for this.  

4. Speak their language

Miscommunication is a common pitfall in client interactions. To address this, the fourth non-negotiable encourages you to speak your client's language. Understanding their communication preferences, whether they prefer directness or detailed explanations, enables you to tailor your approach. Utilising personality tools, like DISC, can provide valuable insights into their preferences, fostering a more effective exchange of information. 

5. Don't be a hero

Shifting the mindset from being the hero to being the mentor or guide is a transformative approach. Position yourself as a knowledgeable ally, equipped with the tools and wisdom to assist clients in overcoming challenges. By empowering clients to take action themselves, you foster a collaborative dynamic that leads to more sustainable and successful outcomes. 

Mastering the art of client communication involves a blend of empathy, clarity, and adaptability. Remember, the key is not just what you say, but how well it serves the needs of your clients. 

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