“Therefore, you should treat every one of those interactions as an opportunity to strengthen the relationship. You can do this by demonstrating that you understand their needs and appreciate them. The most practical way to exercise this is to slow down and always very deliberately put yourself in their shoes when making decisions or recommendations that will impact them in any way.”

2. Communicate effectively

Actively listen to your clients and ask questions to better understand their business goals and concerns. When providing advice or services, tailor your recommendations to their unique needs. This demonstrates your genuine interest in their success.

Be transparent about your services, including the scope of work, costs, risks, and expected outcomes. Disclose any conflicts of interest and be open about your qualifications and experience. Open and honest communication helps clients feel informed and builds trust in your professional relationship.

3. Offer guidance

Showcasing your expertise in accounting instills confidence in your clients. Anticipate your clients needs and offer proactive advice to help them make informed decisions. Clients can tell when you go the extra mile to provide good service.

4. Be reliable and consistent

Always aim to deliver accurate, high-quality service and honor deadlines for financial reporting, tax filings, and any promised deliverables. Your clients should have confidence that you will deliver on your promises and meet their expectations consistently.

Make sure each client has a point of contact at your firm, so you remain accessible and answer questions and resolve concerns promptly.

5. Maintain confidentiality

It’s not just about upholding the confidentiality of your clients' financial information at all times—it’s also about taking robust measures to protect data and other sensitive information.

Most apps we work with at Zenbooks enable two-factor authentication and we utilize password managers to create complex and unique passwords. Information is held on trusted third-party servers that are ISO 27001 compliant and SOC 2 audited, and they often have live, onsite security servers available at all times.

Assure your clients that their sensitive data will be protected and not disclosed without their consent, as per ethical and legal standards.

For example, professional standards for accountants in Canada are set provincially. The CPA Code of Professional Conduct from CPA Ontario provides guidelines for ethical business practices and outlines five key principles: professional behaviour, integrity and due care, objectivity, professional competence, and confidentiality.

6. Seek feedback

Encourage clients to provide feedback, and implement changes to improve services and procedures regularly. Look at constructive feedback as learning opportunities. Your clients will value your accountability and commitment to resolving pain points.

At Zenbooks, we’ve conducted and funded nationwide studies, and we seek feedback from clients through emails and general requests. This feedback, and what we do with it, is indispensable when it comes to maintaining and building trust.

Recommended reading: What is transactional NPS (tNPS), and why is it important for your firm?

Don’t underestimate the power of trust

Trust is the cornerstone of any successful accountant-client partnership. You can build a strong foundation of trust with your clients by going beyond the transactional relationship, getting to know your clients personally, and providing exceptional service.