Do clients think you're trustworthy? Do they trust your firm's expertise and judgment? And, importantly, how do you know?
If you only have a vague sense of how to answer these questions, you're not alone. As we head into busy season, especially one complicated by IRS staffing shortages and major tax law changes, trust isn't just nice to have. It's the foundation of client retention, referrals, team performance, and your ability to command premium fees. But without measuring trust, we rely on gut feelings, which could leave us blindsided when clients suddenly leave or staff burn out mid-season.
If you want to understand trust in your own practice better, here are four steps to consider:
Measure. It's critical to get a sense of how clients and team members perceive your firm's specific behaviors and communication. This could be as simple as a post-engagement survey asking clients to rate their confidence in your advice, or a pre-season check-in with staff about whether they feel supported and heard. The key is choosing a measurement approach that fits your practice size and culture, whether that's formal feedback tools or structured one-on-ones.
Monitor. Much like realization rates, client retention, or staff turnover, trust is dynamic and fluctuates with your actions, communication quality, and external pressures (hello, IRS delays and new legislation). Instead of assuming you'll know when trust erodes, keep a close eye on it throughout busy season, not just after.
Actively manage. Use the feedback you gather to identify trust gaps and take action. Some gaps may surprise you: You might think you're clearly communicating tax law changes to clients, but they feel confused and anxious. Or you believe your team knows you value them, but they're quietly burning out because they don't feel safe saying they're overwhelmed. Close these gaps before they become practice-threatening problems.
Benchmark. Once you understand what's happening in your own practice, look at how other successful firms operate. Talk to colleagues, join practice management groups, or review industry surveys. Practices that consistently outperform on trust metrics can use this as a competitive differentiator, justifying premium pricing and attracting top talent with hard evidence of being a best-in-class employer.
More Thoughts on Trust Going Into Busy Season
Here's what else is worth considering as we prepare for the months ahead:
The IRS situation is eroding client trust, and it's not your fault, but it's your problem to manage. With massive staffing cuts and processing delays, clients are anxious about refunds, correspondence, and whether their returns will even be processed correctly. How can you help clients navigate this uncertainty? Be proactive: Set realistic expectations early, communicate frequently about delays you're seeing, and position yourself as the calm, knowledgeable guide through the chaos.
New tax laws create opportunities to build trust if you handle them right. The qualified tip income deduction, overtime deduction changes, and expanded SALT caps are confusing clients. But confusion creates an opening: Practices that clearly explain these changes and proactively identify opportunities will deepen client trust. Those who wait for clients to ask? They'll seem reactive and out of touch.
Your team's trust in you matters as much as client trust. Before busy season hits full force, ask yourself: Does your team trust that you'll protect their well-being? Will you say no to unreasonable client demands? That you'll invest in tools and systems that make their jobs easier? If the answer is anything less than "yes," you'll struggle with retention, morale, and quality, no matter how much you pay them.
Managing Your Own Well-Being This Season
One theme that resonated with many practitioners recently is the challenge of maintaining confidence and energy through the grind of busy season. If you're feeling the pre-season anxiety, you're not alone.
Specifically, successful practice owners:
- Focus on boundaries and saying no to scope creep before exhaustion sets in
- Build support networks with other practitioners who understand the unique pressures
- Find meaning in the work beyond just completing returns, but remembering the real impact of helping clients navigate complex situations
- Recognize that experience brings wisdom: Each busy season, you get better at anticipating problems and managing chaos
- Use their position to create better conditions for their teams and advocate for change in the profession
There aren't quick fixes for busy-season stress, and the burden of solving systemic industry problems shouldn't fall solely on your shoulders. But it's worth acknowledging that this work matters, and that building a trustworthy practice, even in challenging times, is something to take pride in.
More Resources Worth Your Time
- How to communicate complex tax changes to clients without overwhelming them
- Managing client expectations when the IRS isn't responding (and you have no control over it)
- Why your busy season prep needs a talent retention strategy, not just a hiring plan
- Technology tools that actually save time instead of creating more work
- Creating systems that let you delegate confidently during peak season
As you prepare for the months ahead, your clients and your team need to know that you are the trustworthy leader that they are looking for.
Christine Gervais is a licensed CPA, using her skills to help businesses grow and achieve their fullest potential. Christine has a Master’s degree in accounting from Southern New Hampshire University in addition to holding her CPA license for over a decade. Notably, Christine is a nationally recognized speaker providing education to other CPAs on how to best serve clients as well as instruction on a wide variety of topics for business owners on how to maximize success. Christine prides herself on the value she can bring to clients with her extensive tax knowledge and provides strategic, forward-thinking financial strategies to help clients grow. When not behind her desk, you can find Christine spending quality time with her daughter and stepson or tending to the family’s excessively loved farm animals.
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