The Power of 'How's it Going?': A Simple Strategy to Transform Your Accounting Practice

One of the most profound ways I've helped accountants deepen their client relationships is remarkably simple: regular "How's it going?" phone calls.

It's funny—I often hear accountants say they're all about relationships, not transactions. Yet, in my personal experience, I find myself leading the relationship with my accountant. I have to check in with them, drive the interactions, and ensure things get done on time. This isn't just a one-off experience; I've noticed it with other accountants over the years.

What would it take for accountants to lead the relationship?

Let me share a story. I worked with an accountant who had 66 business clients. I suggested she make a "How's it going?" call to each of them every month. The result? She more than doubled her business.

Every time she called, she'd simply ask, "How are you? What's happening?" or "How's it going?" Clients opened up about their businesses, and these conversations often led to new opportunities: advisory work, management accounting, cash flow assistance, pricing strategies, margin analyses, rolling 12-month forecasts—you name it.

Quite often, during these calls, a client would mention something that warranted a deeper discussion. She'd say, "Why don't I come out, and we can talk about that and take a closer look?" More often than not, they'd reply, "That'd be great!" This led her to visit one or two clients a day to see firsthand what was going on.

She'd bring these insights back to her practice, get her team involved, and continue to liaise closely with her clients, strategising and delivering solutions. She wasn't just reacting; she was proactively leading the relationship.

This is what I'm talking about: pick up the phone. Really get to know your clients. Understand what they need, what's working, what's not working. Have a calendar of when things need to be lodged, when tasks need to be done. Build a more intimate relationship because you care.

And here's the most important part: Don't turn on the clock. Don't charge them for the call.

Accountants often tell me, "I need a reason to call, I need permission." But your permission is that you care. Don't seek permission—care. You'll find you tap into a lot more work, a lot more easily.

If you want to transform your accounting business—or any professional practice, for that matter—start making regular "How's it going?" phone calls.

Lead the relationship. Your clients will be grateful.

Rod Fraser - Business Growth Mentor + Investor

Business Growth Strategies Pty Ltd

Helping Business Owners to Grow, Scale, and Exit for Maximum Value

Are you a 'Switched On' Business Accountant?

We are looking to partner with and collaborate with 'Switched On' Business Accountants and Strategic Accountants we can refer to and partner with to help growth-minded SMB owners to grow and scale, including getting them exit-ready, helping them grow through acquisition, and taking them through an exit. If this is you, let's talk!

Places to Connect

Connect on LinkedIn: Rod Fraser's LinkedIn Profile - If we connect, I want to learn about you and chat. I am up for interesting conversations with interesting people. Please understand that relationships come first. Then maybe business, referrals, or more interesting chats.

Join my LinkedIn Group: Business Growth & Exit Ready Network - Connect with business owners, professionals, and investors focused on business growth, scaling and preparing for profitable exits. This is a network, and it's about relationships, not just fleeting connections. Gain insights, share experiences, and access resources to help you achieve your business goals.

Check out our last two newsletters from Business Growth & Exit Ready

September 25th: Thriving Through Uncertainty: Strategic Approaches to Challenges for SMBs Going Into 2025

Here is our last article: The Future of Business Accounting: Global Trends and Opportunities