Six tips to strengthen client relationships (part 2/2)

Last Tuesday I shared some tips for improving client relationships. Today I’ve got the final three for you. This advice is great for any accountant, bookkeeper or business owner who wants to nurture client relationships.

4. Developing social intelligence

Humans unconsciously imitate the emotions of others. Moods often transfer between individuals – from the aggressive to the passive party. Actors use this principle of mimicking emotion onstage. It helps them get an emotional reaction from the audience.

Socially intelligent people can control the signals we send that mark our moods. Accountants who have mastered social intelligence can send signals to alter their client’s moods. An appropriate use of mirroring and displays of empathy (discussed in the next section) will often do the trick. These techniques will help bring about coordination of moods, which is the essence of rapport. Increased rapport, motivation and encouragement all assist in strengthening client relationships.

Emotional rapport in a meeting is mirrored by how close the physical movements follow as the participants talk. Nodding while another person talks and leaning toward them as they make a point indicates engagement. Studies of school classrooms show a strong connection between this synchronicity of movement and levels of engagement by the students.

5. Three ways to display empathy

Empathy is identifying and understanding the feelings of others. It is one of the principal conduits for managing emotions in others. This skill helps people to provide social support and make positive interpersonal relationships.

Active listening is one of the key ways of displaying empathy. Be present, not thinking about anything else. Look the other person in the eye. Show that you understand the content of the discussion by repeating it back in your own words. Acknowledge your emotion and share that.

Another key way to show empathy is to share something of yourself. Building empathy goes both ways.

Try to understand the viewpoints of other people without making any assumptions about them. Do not judge or make hasty classifications. This way you will gain a deeper understanding of the person. Remember that your impression of the other may not be the true person. They might just be having a bad day, received bad news, or just be having an off day.

6. Systemised learning and development

Recent studies show that emotional intelligence (EQ) is dropping among younger people. At the same time, IQs are generally rising. This trend will have long term implications for industries that have high EQ requirements. Accounting is one of these. Decreasing levels of EQ across the industry could lead to widespread dissatisfaction. This will create an environment ripe for disruption.

Accountants and their firms can combat the trend of declining EQ with education programs. These programs can help staff learn how to display warmth and build empathy. This education should cover all firm members, from associate level through to director. Remember, changes in the emotional intelligence of an individual tend to happen slowly. People need time to practice the new skills and habits that they develop. To accommodate this, the education process should start early.

Education programs should:

• identify the particular skills needed
• develop education content
• deliver content
• evaluate outcomes.

The skill levels of participants should be measured first so that the education can target the area of greatest need. Review skill levels immediately after the delivery of the education program. This will ensure that the education is meeting the desired requirements. Develop exercises to allow individuals to practice their skills. This will help you meet the standard you’re aiming for.

Strong client relationships benefit everyone

It’s wise to recognise the significant gains to make from deepening client relationships.

• The average lifetime of a client extends and the value that the client contributes increases.
• Employees benefit from higher EQ as they have more fulfilling business and personal relationships.
• Clients gain a more open exchange of ideas and opinions, which gives greater depth to the advice they receive.

Specific skills, techniques and behaviours can enhance the characteristics of warmth (lovability). Many accountants seem to have these as natural talents, but all accountants can learn them. The challenge is to develop ways of training individuals. It may be profitable to be more loved than feared, but it may be more difficult to achieve.