Maya Angelou once said: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
In short
- Jo Wood argues that communication, not technology alone, is what sets great accountants and bookkeepers apart.
- Clear processes, the right clients and the right communication channels give you confidence to act as an advisor.
- Asking the right questions and building a strong network matter more than knowing every answer yourself.
In a world dominated by machine learning, AI, and automation, it’s easy to think that success hinges on technology alone. But according to Jo Wood at Engager LABS, what truly sets great accountants and bookkeepers apart is communication. The ability to make clients feel understood, valued, and supported. That’s the real differentiator.
Borrowed Confidence
Jo’s journey began in 1999, pulling into the car park for her very first accountancy job in a humble, slightly battered white Fiesta affectionately named Annie. She recalls vividly the imposing McLaren of the managing partner, the confident nod of colleagues, and the reassuring rhythm of typewriters and whirring printers in the background.
At just 19, Jo stood confidently before seasoned business leaders, discussing their audits with certainty and clarity. But it wasn’t simply youthful confidence, it was borrowed confidence. Confidence borrowed from solid processes, clear systems, and the support of experienced colleagues.
From Boardroom to Baby Bag
Life took a turn for Jo a few years later. Swapping the corporate boardroom for motherhood, Jo found herself navigating a new role: bookkeeper. But the confidence she’d previously borrowed disappeared. Suddenly, she was charging significantly less, seeing herself as merely a data-inputter, a behind-the-scenes resource rather than a valuable advisor.
The Silent Nurse Problem
Have you ever been in a hospital where a nurse quietly takes your readings, temperature, blood pressure, pulse and then silently walks away, leaving you anxious and confused? That’s exactly what many bookkeepers and accountants unintentionally do with their clients: gather essential data but fail to interpret or communicate it.
Jo realised her true superpower wasn’t in the information itself, but in communicating its meaning effectively.
The Path to Confidence
Jo offers five key strategies to move from silent observer to trusted advisor:
1. Choose the Right Clients
You don’t have to accept every client. Jo found immense success by choosing clients she genuinely liked, people who resonated with her personally. Her criteria were simple: if they wouldn’t connect as friends on Facebook, they probably weren’t the right fit.
2. Develop Clear Processes
Jo emphasises the confidence gained from clear, repeatable processes. Her 26-step onboarding “client training programme” not only streamlined her operations but enhanced her ability to communicate clearly and confidently with new clients.
3. Communicate on the Right Platforms
Her salon clients didn’t respond to emails, but they thrived on WhatsApp voice notes. Being where your clients are, and adapting your communication style makes a huge difference.
4. Ask the Right Questions
Jo realised the power wasn’t in knowing all the answers, it was in asking the right questions. Asking meaningful questions demonstrates your value and places you as a trusted guide rather than simply a service provider.
5. Build a Strong Network
Having a strong professional network means you don’t need to know everything personally. Your network becomes a valuable extension of your expertise, enhancing your value dramatically in your client’s eyes.
People Never Forget How You Made Them Feel
Ultimately, Jo reminds us that no matter how advanced technology becomes, genuine human connection remains irreplaceable. It’s how you make your clients feel. Understood, supported, inspired, that truly sets you apart as a business leader.
So ask yourself: how do you make your clients feel?
Frequently asked questions
How can a bookkeeper become a trusted advisor to clients?
Jo Wood’s five strategies are to choose the right clients, develop clear processes, communicate on the platforms clients use, ask the right questions and build a strong network. Together these move you from quietly gathering data to explaining what it means.
What is the silent nurse problem for accountants and bookkeepers?
Jo Wood compares it to a nurse who takes your readings and walks away without explaining them. Many accountants and bookkeepers do the same, gathering client data but not interpreting or communicating what it means.
How do clear processes help accountants communicate with confidence?
Jo Wood says clear, repeatable processes give you confidence, which she describes as borrowed confidence. Her own 26-step onboarding client training programme streamlined her work and helped her communicate clearly with new clients.
Should accountants talk to clients on WhatsApp instead of email?
Jo Wood’s advice is to be where your clients are. Her salon clients did not respond to emails but did well with WhatsApp voice notes, so adapting the channel and style made a big difference.
