What truly sets a great accounting firm apart isn’t just technical accuracy or efficiency — it’s the ability to build meaningful, long-term relationships with clients. On the Building the Premier Accounting Firm podcast, Roger Knecht, President of Universal Accounting Center, and Ingrid Edstrom, Chief Empowerment Officer at Priestess of Profits, discussed how relationship-building can transform the way accountants serve and grow their businesses. Their conversation highlighted something many professionals overlook: accounting is a people business first.
From Transactions to Trust
Knecht and Edstrom both emphasized that accounting is often seen as a transactional service — deliver the books, send the invoice, move on. But sustainable success comes from something deeper: relational accounting.
As Edstrom explained on the podcast, when accountants focus solely on output — meeting deadlines, reconciling statements, or filing taxes — they miss opportunities to connect with clients as partners in success. True client relationships are built on curiosity and empathy. “If we’re only focusing on making the money to pay the rent and buy the food,” she said, “we’re just running in the hamster wheel.”
A relationship-focused approach means taking the time to understand what motivates your clients — their values, goals, and fears — and letting that guide your advice. When clients feel seen and supported beyond the numbers, they trust you not only as their accountant but as a strategic ally.
Aligning Values with Client Relationships
Strong client relationships start with clarity — knowing what you stand for as a professional and a business. During the conversation, Edstrom stressed the importance of living your values rather than just talking about them. If you say you value family, balance, or integrity, your actions and client interactions should reflect that.
Knecht noted that this alignment naturally attracts clients who share your values, which leads to smoother communication and mutual respect. When clients see that you operate with authenticity, they’re more likely to stay loyal — even when things get tough.
Living your values also helps you set healthy boundaries. When you know what’s most important to you and your firm, you can say no to clients or engagements that don’t align. That’s not turning away business — it’s creating space for the right relationships to grow.
Redefining “Sacrifice” in Client Service
Many accountants feel that building client relationships requires personal sacrifice — longer hours, more availability, constant responsiveness. Edstrom challenged that mindset. On the podcast, she explained that the word sacrifice originally means “to make sacred.” It’s not about loss; it’s about choosing what matters most.
That shift in thinking helps you approach client management with intention. Instead of feeling drained by constant demands, you can view relationship-building as a sacred part of your work — something that enriches both sides. As Knecht noted, successful firms often operate from a place of abundance rather than scarcity. When you focus on creating mutual value, your client interactions feel less like obligations and more like collaborations.
Finding and Focusing on Ideal Clients
A critical element of healthy client relationships is working with the right clients in the first place. Edstrom encouraged firm owners to do the inner work of identifying their values, goals, and preferred types of clients. Once you know who you best serve — and why — it becomes easier to attract and retain clients who genuinely fit.
On the podcast, she described how she “cloned” her favorite client and built a niche in the tourism and activities industry. That focus didn’t limit her opportunities; it made her firm more attractive to clients who valued her expertise. Knecht agreed that niching strengthens your credibility and deepens relationships, because you can speak directly to the challenges your clients face.
By aligning your marketing and messaging with your values and niche, you’ll find that your best clients often find you — and stay for years.
Building Connection Through Community
Networking and community aren’t just about visibility — they’re about connection. Edstrom shared how attending her first Scaling New Heights conference in 2015 transformed her perspective. It gave her a sense of belonging among peers and opened doors to new technologies, partnerships, and friendships.
As Knecht highlighted, connecting with other accounting professionals also sharpens your client management skills. Conversations with peers help you see new ways to communicate, resolve challenges, and deliver value. They remind you that you’re not working in isolation.
When you invest time in your professional community — whether through conferences, masterminds, or local groups — you strengthen your ability to build and maintain strong relationships within your own firm and with clients.
Credibility Grows from Consistency
Building deep relationships and a solid reputation takes time. Edstrom shared that her firm no longer relies on active marketing; referrals come naturally from the trust she’s built over years of consistent, values-based service.
This is a powerful reminder that client loyalty is earned through small, consistent actions — timely responses, proactive communication, and authentic care. When clients know they can rely on you not only for accuracy but also for guidance and understanding, they become your strongest advocates.
Rethinking Success: Accounting as a Relationship Business
Knecht and Edstrom agreed that accounting can be a vehicle for positive change — but only when we expand our definition of success. It’s not just about profitability; it’s about how we account for what matters most.
As Edstrom put it, “Accounting should be how we account for what we want to be held accountable to — and it better be more than just money.” When you measure success by the strength of your relationships, the loyalty of your clients, and the impact you have on their lives, your firm becomes a force for good in your community.
Key Practices for Building Stronger Client Relationships
- Prioritize relationships over transactions. Approach every interaction as an opportunity to strengthen trust.
- Live your values. Authenticity attracts clients who share your vision.
- Find your ideal clients. Know who you best serve and focus your energy there.
- Stay connected to your community. Peer relationships inspire growth and collaboration.
- Be consistent and reliable. Credibility is built through everyday actions, not marketing slogans.
Final Thoughts
Managing client relationships isn’t just a soft skill — it’s a strategic advantage. As Knecht and Edstrom discussed on the podcast, firms that invest in authentic, values-driven relationships build stronger brands, retain better clients, and create more fulfilling businesses.
When you view every client connection as an opportunity to serve, learn, and grow together, your accounting firm becomes more than a service provider — it becomes a trusted partner in your clients’ success.
