Communication is integral for any accounting firm, no matter the size. Without clear internal and external communication, chaos is bound to occur. That’s why it’s essential to remember that while we might use automation to facilitate communication, automation will never replace communication.
Internal communication
Many firms use an automated workflow solution that allows reviewers to enter review notes for preparers and track those review notes as they are addressed or resolved.
While this feature facilitates communication between the preparer and reviewer, unfortunately, some reviewers use these notes as a means of not having to actually talk to staff members. When they’re used to “train” new staff, an extensive list of review notes is frustrating for struggling preparers rather than a learning opportunity. Whether handwritten or digital, review notes do not replace training and coaching. Reviewers still need to supplement review notes with verbal discussion.
The fact that the preparer and reviewer are in different offices is not an excuse. Technology allows teams to work remotely but doesn’t remove the need for “face-to-face” communication. Video conferencing is an excellent alternative to in-person review meetings. These conversations are how new staff members grow and develop. They are how relationships are built. Automated review notes can help your firm transform into a paperless model and streamline procedures, but they aren’t an excuse to side-step talking to the people you supervise.
External communication
In the last few years, several tools have digitized and automated collecting client documents, obtaining signatures, delivering tax returns and more. Data collection and processing may be automated but applying expertise, using judgment and building client relationships is not.
It’s as essential as ever to have strong written communication skills to translate your insights into compelling documents and strong oral communication skills to convey pertinent financial information to executive teams and stakeholders. We’re living in a time of unprecedented access to information, yet all this information is just noise if it's not communicated effectively.
Automation can free up a lot of time spent on the front and back end of your client engagements, but technology isn’t just about helping us do the same work faster. It should give us the time and opportunity to connect with clients in a way that brings them more value. That value doesn’t come from automated reminders asking clients to upload their tax documents or sign an engagement letter. It comes from a deeper understanding of what keeps your clients up at night and providing sophisticated advice and analysis that helps them solve those problems.
Technology might improve the mechanics of communication, but it cannot replace the human element. This reality may require cultivating a broader range of relationship skills for some. We can’t look at it as we “have to” talk to a client but as an opportunity to make connections and build relationships.
Do your communication skills need a tune-up? Here are a few areas to work on:
Storytelling. Whether talking to a co-worker or a client, you want to present information in a compelling way. Nothing helps a person build a picture in their mind better than hearing about a real-life scenario. Tell a story through your analysis of financial information.
Eye contact. Make eye contact with the person you are talking to. Eye contact indicates you are focused and paying attention.
Credibility. When someone asks a question, it’s ok to say you don’t know the answer. Never make something up to avoid looking unprepared, and always admit when you are wrong. Credibility is of utmost importance in the accounting profession.
Practice active listening. Ensure you hear the other person’s point of view during a discussion. Give your full attention rather than thinking about what you’ll say next.
Communicate solutions. Clients look to their accountants for answers to help achieve their goals. Ensure you know what they are and communicate your solutions so they’ll understand.
Slow down. It’s easy to breeze through what you want to say without ensuring the other person understands. Take a breath and slow down. It may seem counterintuitive, but it will save time in follow-up questions or missteps in the long run.
Confidence. Be confident when you talk to clients and staff members. Confidence does not mean arrogance. Confidence comes from doing your homework and being prepared.
Give feedback. Being able to give and receive feedback is an important communication skill.
With much of the number crunching and counting being performed by automation and AI, the marketplace demands CPAs know how to leverage their knowledge to provide insight and connect with people. To remain relevant, you must develop and refine a skill set that cannot be automated. Machines are excellent at performing routine tasks, but catering to the needs of an individual is a uniquely human ability.
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