Say What You Mean, Mean What You Say
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In the world of numbers, it's easy to forget the weight of words. But if you're a Business Accountant in Practice, your success isn't only measured by the accuracy of financial statements or the precision of tax calculations, it's equally reflected in how well you communicate. With your clients. With your staff. And with the broader business ecosystem in which you operate.
At CIBA, we recognise that technical competence is a baseline. What sets great practitioners apart is their ability to translate complex matters into clear, confident communication. It's not a soft skill. It's a core skill. And in an era of hybrid work, fast-paced regulatory change, and increased client expectations, effective communication is your most underutilised asset.
Why it matters
Let’s begin with clients. They don't want a lecture. They want clarity. When they call you, it's not because they enjoy talking about Section 12H or depreciation schedules. They want guidance. And more importantly, they want to trust that you’ve got this. How you explain things—the tone you use, the confidence you project, and your ability to listen—determines whether they leave the call confused or reassured.
Your staff are no different. They need leadership, not ambiguity. They look to you for structure, direction, and feedback. A vague brief can delay a task by days. Poorly communicated expectations lead to missed deadlines, tension, and rework. In contrast, a well-structured conversation can unlock initiative, autonomy, and a shared sense of purpose.
The real cost of poor communication
Ineffective communication is expensive. It creates friction. It erodes relationships. And in the long run, it compromises your brand as a practitioner. Misunderstood instructions often lead to non-compliance. Delays in client responses stem from unclear requests. Even internal errors—things that “slip through the cracks”—are rarely due to lack of skill but rather lack of clarity.
It’s not just about being nice. It’s about being understood.
From compliance to confidence: communication as a service
Good communication enhances your technical offering. You’re not just submitting returns or preparing annual financials—you’re advising. You’re interpreting. You’re translating data into decisions. The ability to present these insights in a structured, relatable way increases your perceived value. And it opens the door to additional services.
Think about it: when clients understand what you’re saying, they ask better questions. They trust your judgment. They refer you to others. This is how communication becomes a business development tool.
Five things to master
While communication styles vary, there are five practical areas you should consistently refine:
Listening actively – Often, we listen to reply instead of listening to understand. Reflect back what you’ve heard, ask clarifying questions, and don’t assume.
Being clear, not clever – Avoid jargon unless you’re sure your audience understands it. Speak plainly. Write emails as if the person reading them is busy (because they are).
Contextualising your advice – Instead of saying “you must submit by 28 February,” say “if we don’t submit by 28 February, SARS may impose penalties. Let’s aim to finalise this by the 20th so we have time to adjust if needed.”
Following up with structure – Whether it’s an internal discussion or a client consultation, follow up in writing. Bullet your actions. Confirm deadlines. Keep the paper trail tidy.
Reading the room – Communication is not one-size-fits-all. Know when to be formal and when to be conversational. Know your audience and match their pace.
Communication in a digital-first world
Emails, WhatsApp, Zoom calls, shared Google Docs—your average day involves more tools than ever. But more tools doesn’t mean better communication. In fact, digital fragmentation often leads to missed cues and lost messages.
Be intentional. Use subject lines that tell the full story. Don’t drop financial statements in a link without a summary. Label your attachments. If a matter is urgent, call—don’t assume they’ll see your message in time.
Where possible, standardise your communication flows. Use templates. Create internal checklists for common queries. Build out a knowledge base. These small efforts reduce noise and improve consistency across your team.
Leading through communication
As a business owner, your communication shapes your culture. Praise in public. Correct in private. Be generous with context—especially when change is happening. Staff want to know why as much as they want to know what. When people understand the rationale behind a process or policy, they’re far more likely to engage with it meaningfully.
And remember: communication is not just top-down. Invite input. Run short retrospectives after busy periods or key deliverables. Ask your team: “What worked? What didn’t? What would you change?” Creating space for dialogue builds trust, surfaces innovation, and gives everyone a stake in success.
Final word
At its heart, effective communication is about connection. It's about making sure that what you say is what they hear. And it’s one of the most underrated ways to build loyalty, leadership, and longevity in your practice.
You don’t need to be the most eloquent. You just need to be intentional.
Speak clearly. Listen carefully. And always, always follow through.
Join CIBA for a CPD on Effective Communication here
If You Can’t Say It Right, You’re Losing Clients
Effective Communication – Live Webinar | 5 May 2025
You’re brilliant at the numbers. But if your message gets lost in translation—whether with your clients, your team, or in that awkward email—your value isn’t coming through.
Join us for 2 hours that will change the way you speak, listen, and lead.
This isn’t team building. It’s a practical session for accountants and business owners who want to be heard clearly, trusted more, and understood the first time.
We’ll show you how to:
✅ Speak with clarity so your emails don’t get misread and your calls don’t need repeating
✅ Listen better so you catch what clients really want (and upsell without trying)
✅ Handle conflict and tough conversations like a pro
✅ Adapt your tone so you don’t lose the room—or the Zoom
✅ Use body language and non-verbal cues that back up your words
This session is packed with real-life scenarios, everyday fixes, and tools you can use immediately. Whether you’re managing a team, advising clients, or just trying to get your point across—better communication means better business.
📆 Date: 5 May 2025
🕒 Time: 15:00–16:00
💼 CPD: 2 Units | Practice Management | Channel 2: Growth
💳 Cost: Free for Channel 2 CIBA subscribers | R230 incl. VAT for Non-Members
📍 Live Event - Recording Available Subsequent to event
Don’t let poor communication cost you trust—or clients.
🟦 Book here now – it pays to be understood.
