Accountants have a distinct advantage over many other professionals. Your clients need your help regularly, at least annually—often more. This repeat engagement gives you a natural opportunity to build strong, long-lasting relationships.
However, it can also lead to complacency. Unlike solicitors or financial advisers, accountants often assume their clients will stick around as long as there’s no grumbling. But assuming silence equals satisfaction is risky. Confusion is not confidence, and laziness is not loyalty.
Think about the last client you won from another accountant. Did they warn their old adviser they were unhappy? Likely not.
Most clients don’t complain—they simply move on. And while you’re busy with your work, other accountants are actively looking to poach your clients. Could your client base be safer?
Let’s break this down. What really influences your ability to retain clients?
Some assume it’s about keeping fees low. Others believe it’s all about delivering high-quality work. Both play a role, but they’re not the biggest factor. Even accountants who make occasional errors often keep clients, while others delivering flawless work lose them.
The real key? Showing that you care.
When clients know you care, they’re far less likely to leave.
Demonstrating care isn’t fluffy sentiment; it’s a mix of critical business skills. And luckily, we can boil it down to one memorable acronym: CARE.
The CARE framework for retaining clients:
C – Credibility
Your clients trust you when they believe you know what you’re doing. Avoid empty boasts and unfulfilled promises. Back your expertise with examples, explain your rationale clearly, and don’t hesitate to say “I’ll check and get back to you” if needed. People want to trust their accountant’s advice without feeling sceptical.
A – Appearance
First impressions matter, but ongoing impressions matter more. Your emails, letters, and marketing materials should be professional and free of typos. Your office (even if virtual) should inspire confidence. Whether it’s the look of your reports or your tone on a Zoom call, clients notice these details.
R – Reliability
Clients rely on you to meet deadlines, anticipate issues, and keep your promises. They want consistency—not last-minute scrambles or half-hearted responses. If you say you’ll do something, deliver it on time, every time. Reliability builds trust and ensures your clients see you as a safe pair of hands.
E – Empathy
This is the heart of the matter. Clients need to feel that you care. It’s not enough to assume they know you do—you must actively show it. Empathy means understanding their unique needs, preferences, and pressures. It’s about making their lives easier, speaking their language, and adapting to their circumstances.
How to demonstrate CARE in practice
CARE is fundamental to being client focused. You return all phone calls and reply to all emails, letters and text messages promptly. You are contactable and able to prioritise so as to avoid ever being too busy to help a client on a timely basis. You respond appropriately to your clients’ needs, fears and requests.
Clients can sense whether you really care about them from the way that you speak to and deal with them. They can hear it in your voice and this is confirmed by your written communications. Your letters, emails and text messages must all be written with the client in mind. Clients should not need to struggle to understand your jargon, technical guidance and where you are coming from. If you really empathise with your clients you will make clear any assumptions on which your advice is based.
if something goes wrong you will own it, apologise, ask how you can make amends, and follow through.
Why does empathy matter so much?
When clients switch accountants, it’s rarely just about fees. Every survey confirms the main reason is they felt their old accountant didn’t care.
An analogy might be helpful here. Would you give every client who comes to a meeting with you a black coffee, with no sugar and no milk? NO. If you offer a drink you ask them what they would prefer. You give them a choice. If enough people start asking for herbal tea, or oat milk you get some in so that you don’t disappoint anyone else. I’ve heard some firms who even have a client’s favourite drink ready when they arrive. Brilliant. It shows they care, even about what their clients like to drink.
Accountants who reduce churn don’t stop at doing the basics well. They care. They dig deeper to understand preferences, priorities, and past frustrations. They show they’re not just a service provider but a trusted partner.
What does CARE look like in action?
It’s not just about the drinks you serve in meetings (although that’s a nice start). It’s about every member of your team knowing how to treat each client uniquely. Empathy is the secret ingredient to loyalty. When you care, your clients feel it—and they are much more likely to stay your clients for longer.
