The Three Keys to Changing Behavior: Becoming a Forward-Looking Advisor
In this episode of A Look Into the Future, Paul Latham from Hayden Rock Solutions wraps up a series on behavioral change. Paul highlights three essential steps for accountants looking to shift from traditional, backward-looking roles to proactive, forward-looking advisors. These key takeaways guide accountants in transforming client relationships and staying relevant in a rapidly changing world.
Why Change Matters for Accountants
To become a forward-looking advisor, accountants must embrace a mindset shift. Paul explains that becoming the “most relevant advisor” isn’t just about performing technical tasks—it’s about transforming how clients perceive you and embracing the skills necessary to guide them proactively.
The Three Keys to Changing Behavior
Paul outlines three crucial steps for accountants to make this transition:
1. Personal Epiphany: Recognizing the Need to Change
The journey begins with a personal epiphany. Paul emphasizes that accountants need a moment of clarity where they acknowledge the need and desire to change. For Paul, this realization came through a stressful experience with a demanding client, which led him to redefine his relationship with clients as partnerships, not master-servant dynamics. This “jolt” encouraged him to value his expertise and communicate as an equal.
- Finding Your Moment – Each accountant must find their own reason for change, whether it’s a moment of frustration, stress, or dissatisfaction with the status quo.
- Commitment to Growth – Once accountants recognize the need to change, they’re more likely to commit to the journey of becoming a proactive advisor.
2. Changing Client Perception
Once accountants are ready to change, they must also address their clients’ perceptions. Many clients see accountants as backward-looking or compliance-focused, which can be a barrier to introducing forward-looking services. Paul compares this shift to “putting on a new suit”—if the transformation is too abrupt, clients may react negatively.
- Preparing Clients for Change – Use tools, presentations, and scripts to communicate why and how you’re evolving your services. This approach helps clients understand the value of proactive advisory.
- Building Trust Through Transparency – Explain the benefits of forward-looking services and how this change supports their long-term goals, fostering a partnership mentality.
3. Getting Coaching Help
Changing behavior is challenging, especially for professionals used to traditional approaches. Paul highlights that many accountants aren’t naturally equipped to navigate behavioral change on their own. Bringing in external coaching can provide the skills, confidence, and guidance needed to make a successful transition.
- Invest in Professional Coaching – Specialized coaches can offer techniques for client communication, presentation skills, and confidence-building, all of which are essential for effective client engagement.
- Recognize Your Limits – Not every accountant is a natural coach or salesperson. Accepting help can accelerate growth and improve client relationships.
The Risk of Staying the Same
Paul warns that the world is rapidly changing, and accountants who fail to adapt may face greater problems down the line. By embracing these three steps—personal epiphany, client perception shift, and coaching—accountants position themselves to be valuable, relevant advisors in an evolving industry.
Make the Shift Before It’s Too Late
For accountants, the time to change is now. Identifying your “epiphany” moment, addressing client perception, and investing in coaching are essential steps to becoming a forward-looking advisor. Don’t wait for a crisis to prompt change—take proactive steps today to ensure long-term relevance and success in client relationships.
