Are you proactive? Does your website claim that you are proactive? Do your online profiles?
If they do, that’s great, in theory as we all know that many clients claim to want a proactive accountant. And it also often comes up when they criticise their old accountant for NOT being proactive.
But have you considered exactly what the word means, both to you and to your clients?
If someone asked one of your clients if their accountant (you) was proactive, are you confident they would say ‘yes’?
What do you differently as a pro-active accountant as compared with one who is more ‘reactive’?
I would suggest that this is not simply a question of how often you communicate or send updates to your clients.
A few years ago I created an acronym around the word PROACTIVE to highlight what I think it means and to help the accountants who were on the course i was running, remember the key points too.
It isn’t complicated, but it does provide a useful checklist for any accountant who wants clients to see them as a proactive and trusted adviser rather than simply the person who prepares annual accounts and tax returns.
It seems I’ve not shared it on my blog before, so here it is:
P – Positive
Clients want to know that you have good, positive ideas that could help them. That’s very different from simply sending a stream of warnings about deadlines, penalties and changing legislation.
The most valuable proactive conversations are often those that help clients save money, reduce tax, improve efficiency or avoid future problems.
And importantly, they shouldn’t always feel like they exist simply to generate additional fees. Sometimes the greatest value comes from demonstrating that you’re looking after your clients’ interests first.
R – Recommendations
Not every proactive conversation has to end with a firm piece of advice. Quite often you’re simply highlighting an opportunity or raising an issue that could be relevant to the client or someone they know.
As the expert, you are in a position to recommend that clients explore the implications of tax changes, regulatory developments or commercial opportunities. They may choose not to act, but they’ll appreciate that you brought it to their attention before it became a problem.
O – Outstanding
If you’re repeating exactly the same warnings and ideas that clients have already read in the financial pages or seen on LinkedIn, it’s difficult to stand out.
The most valuable proactive ideas are those that stand out, are relevant, practical and perhaps a little unexpected. They demonstrate that you’ve thought about your client’s particular circumstances rather than simply forwarding someone else’s newsletter. That’s what makes your communication memorable.
A – Advice
Sometimes clients don’t need another list of possibilities. They need clear advice.
There will be occasions when, having considered their circumstances, you can confidently recommend a particular course of action. Clients value accountants who are prepared to offer considered opinions, not just present a menu of options and leave all the difficult decisions to them.
C – Consistent
One good idea every year isn’t enough to build a reputation for being proactive.
Clients notice patterns. If they regularly hear from you with relevant observations, useful suggestions and timely reminders, they begin to expect that you’ll keep looking out for them.
Consistency builds trust far more effectively than occasional bursts of activity.
T – Timely
Even the best advice loses much of its value if it arrives too late.
Think about pre-year-end tax planning. Do you raise it a week before the year end, when options may be limited? Or do you start the conversation two or three months earlier, while clients still have time to consider and implement worthwhile actions?
Timing is often what turns a helpful idea into genuinely valuable advice.
I – Innovative
Clients appreciate accountants who look for practical solutions rather than reasons why something can’t be done.
Innovation doesn’t always mean inventing something completely new. More often it’s about adapting existing ideas to fit an individual client’s circumstances.
A can-do attitude encourages better conversations and helps clients see you as someone who is actively looking for opportunities on their behalf.
V – Visionary
One of the most common criticisms of accountants is that they spend too much time looking backwards.
Being proactive means helping clients look ahead. What changes are coming? What trends should they be aware of? What opportunities or risks are just around the corner?
Clients value accountant who help them prepare for tomorrow rather than simply explain what happened yesterday.
E – Expert
Clients are far more likely to see you as an expert than ‘just another accountant’ if they know you’re on top of current developments and regularly share relevant insights.
That expertise may be in tax, business strategy or a particular industry sector. Whatever your area of strength, demonstrating it through practical recommendations and useful advice reinforces your value far more effectively than simply claiming to be an expert.
Conclusion
Being proactive isn’t about bombarding clients with generic information and updates or trying to contact them every week. It’s about developing a reputation for sharing ideas that are relevant, useful and delivered at the right time.
The accountants who are remembered aren’t necessarily those who are the most technically competent. They’re the ones whose clients feel genuinely looked after because they know someone is thinking ahead on their behalf. That’s what being PROACTIVE is really about.
If you’d like to explore how you could become more proactive with your own clients, that’s exactly the sort of discussion I have with accountants in my mentoring sessions and in the Sole Practice Club.
I did briefly wonder whether mentioning that here was a little self-serving. Then I decided it was simply being… proactive 😉
