Why Goodwill Matters in Client Relationships
Paul explains that while we’re not perfect and mistakes will happen, how clients respond often depends on the small actions we take every day to build trust. This cumulative goodwill acts as a buffer, making it easier to repair relationships when challenges arise. Paul emphasizes that maintaining goodwill with clients is like making “deposits” that build a valuable “bank” for the future.
From Servant to Partner: Shifting the Relationship Dynamic
One of the most impactful ways to build goodwill is by reframing the client relationship from a “master-servant” dynamic to a partnership. Early in his career, Paul recalls feeling as though he was at the mercy of demanding clients, jumping to meet their every whim. Over time, he realized the importance of setting boundaries and viewing clients as equals.
- Stand as an Equal – Paul stresses the value of viewing clients as partners, not bosses. This mindset shift empowers accountants to share honest feedback, even if it means telling clients hard truths.
- Setting Expectations – By establishing boundaries, accountants can create a respectful, balanced relationship where both parties feel valued.
Making Deposits: Small Actions That Build Goodwill
Paul shares that consistent, small actions build a strong goodwill “bank.” Actions might include:
- Honest Feedback – Telling clients what they need to hear, rather than what they want to hear, shows that you have their best interests at heart.
- Proactive Accountability – Offer to “be a pest” if needed, pushing clients to follow through on their goals. This approach demonstrates commitment to their success.
- Personal Touches – While remembering birthdays or other details isn’t everyone’s style, simple gestures like checking in or showing empathy go a long way.
Building Relationships Based on Shared Values
Paul explains that strong relationships are built on shared values. When values don’t align, it becomes challenging to create a genuine partnership. Choosing clients who resonate with your firm’s values creates a foundation of mutual respect, making it easier to build goodwill.
- Choosing the Right Clients – Avoid relationships with clients whose values conflict with your firm’s. Paul shares that he has sometimes chosen not to work with clients who didn’t align with his values, even if they were financially beneficial.
- Demonstrating Care – Show clients that you’re invested in their success, whether through accountability or by simply showing up for them.
Finding Your Own Goodwill-Building Style
Building goodwill doesn’t require a one-size-fits-all approach. Paul advises accountants to stay true to their own style, focusing on actions that feel natural. For some, that may mean remembering personal details; for others, it could be providing strong professional guidance. What’s essential is consistency—one-time efforts are not enough to build lasting goodwill.
Filling the Goodwill Bank
Consistently making deposits into the goodwill bank ensures that when mistakes happen, clients recognize the depth of the relationship and are more forgiving. Paul likens it to having a full cup—when challenges arise, clients will see the value of the relationship beyond the occasional misstep.
Conclusion: Building Lasting Client Goodwill
By establishing a partnership mindset, aligning with shared values, and consistently making goodwill deposits, accountants can create strong, resilient client relationships. This foundation not only helps when things go wrong but also enhances clients’ trust and loyalty, making them more likely to view you as a true partner in their success.
