Keep calm but maybe don’t just carry on?
Richard Brewin • June 30, 2020
From the global economy to the desk of the small business owner, we are hearing a lot of talk now about the need for change as we all move forward from lockdown and the immediate impact of the coronavirus pandemic.
From an accounting perspective there is plenty of discussion about whether you need an office or not, flexible working for your team, online services for your clients, shifting meetings onto Zoom.
Pivoting your firm seems to be the buzz phrase. I’m usually the first one who’s up for change but we need to be a little careful.
When you plan a wedding you choose your venue, your theme, your style and, of course, your partner very carefully. Some of these things have been years in the making, your partner is a lifetime goal.
So, if you saw a horrendous weather forecast for the next few months, rain every day ( I write this from England, remember!) would you just bin the idea? Would you dump the venue, throw out your theme and style, decide to drop your partner and go for a different one? A little facetious maybe but whilst there may be things that you have to change, like at an outside venue for instance, most of your changes would be to adapt to the situation. An umbrella here and there, a change of location for the photos. You certainly wouldn’t change your goal of getting married.
Pivoting your business can mean going for a different market. Why would we change our target market as a result of the pandemic, unless you’re niched in a heavily impacted sector. Changing strategies for the sake of change, or because it’s seen as the ‘in thing’ to do makes no sense. If you liked meeting clients face to face why do you need to drop that option now?
There are many valuable lessons to learn, from both the period in lockdown and from society’s reaction to the virus itself. It’s sensible to look at how your business, your team and your systems have performed, online and offline, during the lockdown and to build on the positives from that experience.
Its’ sensible to look at what our teams and our clients want as we move forwards. How much direct social contact? How much travelling? How much flexibility?
But, remember what your goals are. When you are considering changes, ask yourself why you are making them. Do they take you closer to your goals or is it merely a fashionable response, one pushed upon you by a tide of change?
In the Accountant/client relationship, “yes” often feels like the default. Yes to urgent requests. Yes to timeline shifts. Yes to “just one more thing” added to the scope. We want to say yes to our clients. We want to support them, be helpful and build more work, but every unqualified additional yes becomes an invisible cost; on your time, your margins, and your wellbeing. Bold accountants think differently. They know that “no” isn’t rejection. It’s honest and professional. It’s a strategic decision that protects quality, strengthens relationships, and reinforces your value.
Let’s be honest, most business owners have a perception of an accountant that probably falls far short of our ambitions. They want someone who helps them make sense of the chaos, plan for growth, and sleep better at night knowing someone’s got their back, but their accountant doesn’t usually spring to mind as this person. What they dream of is a coach, not an accountant, but, weirdly, they often don’t trust coaches but do trust their accountant. Their accountant can be both, so the client gets the trust and the coaching
Artificial Intelligence isn’t the future of accounting — it’s here now. From automating repetitive tasks to delivering deeper insights, AI is transforming the way we work, serve clients, and lead teams. But for firm leaders, success isn’t just about implementing technology; it’s about doing it strategically, responsibly, and humanely . Before diving into the ‘how’ and making piecemeal decisions, accounting firm leaders need to consider the ‘why’…and its not as simple as “because everyone else is”.