Your approach to client (and staff) communications now, will be the key factor in determining the success of your firm after Covid-19.
In the past couple of weeks, I have heard several stories about accountancy firms who have been signing up new clients, despite the pandemic. There have been several reasons for this including:
- their fees were lower than larger regional/national firms the client was previously with;
- the previous accountants had furloughed most of their staff, so there was no-one to do the client work;
- the clients haven’t heard anything from their previous accountants at a time when they needed them most.
Communicating with clients
In terms of this last point, you need to do everything you possibly can to stay in touch with your clients.
Yes, they can watch the news and daily briefings to hear the latest business announcements relating to COVID-19, but they need you to interpret that information for them.
They need you to help them understand the process for furloughing staff or to explain how to submit a successful claim into the CBILS or the new ‘Bounce Back Loans’ scheme.
They need you to help them put together business plans and cash flow forecasts.
But most importantly they need you to show your support and to say, ‘we’re here for you’.
You have so many tools at your disposal to do this, from phone calls and emails to holding Zoom conference calls and producing recorded webinars that people can download from your website.
Your website and social media can be very effective at keeping clients and prospective clients up to date with the latest Government initiatives and what your firm is doing to help. Indeed, social media has had a big part to play in some clients switching to other accountants, because it’s easy to compare how one firm is being more proactive than another. It is those proactive firms who will have a better chance of thriving at the end of COVID-19.
Communicating with staff
Also, don’t forget your staff. Some, maybe all, will now be working from home. Some may be furloughed. The chances are that all of them will feel isolated and out of the loop from time to time. Wherever possible bring them together on conference calls or Zoom type video conference meetings. There are so many good, easy to use, free online options out there, that there really is no excuse not to embrace this technology. Plus, seeing someone ‘screen to screen’ is a far more effective method of communication than a phone call or an email.
And don’t just get together to discuss work. I’ve heard some great examples of firms who organise Friday afternoon drinks or lunchtime quizzes and games. The result is their staff feel much more motivated and engaged with their employer.
Some firms are also carrying out anonymous staff surveys to see how well their teams are coping with the workload, the issues (or opportunities) that working from home can bring and communicating through the different channels. In doing so they are helping to shape the team for the future and to work with their employees to try and overcome any issues they have, as best as they can.
It is firms like this who communicate regularly with their staff, and not always about work matters, that will be the employers of the future. They will find it easier to recruit and retain their staff as and when the new ‘normal’ starts to kick in.
The success of your firm after COVID-19
We are experiencing some of the most challenging times that businesses have ever had to face. Whilst some firms have maximised opportunities and are seeing their businesses diversify and grow, many are facing a bleak future. The way in which you are communicating, supporting and working with your clients and staff over the coming weeks will determine the success of your firm after COVID-19.
Free COVID-19 Communications Advice
I’m offering a free phone or Zoom call to discuss your client and staff communication strategy and share with you examples that I have seen working well elsewhere. If you’d like to book a time for me to contact you, please complete the form on this page: https://www.momentumforprofessionals.co.uk/covid-19/
