"Bookkeeping is a commodity. My accounting software can be a commodity. So how do we strike that emotional cord and how do we give the confidence that we are the right choice going forward? We're not a commodity. We are differentiating. We're building that difference.”
-Melanie Spillman
Melanie Spillman, Vice President of Sales for Sage US Medium Businesses, shares practical ways bookkeepers can build stronger client relationships—through listening, follow-up, and authenticity. She explores how trust is earned, why active listening matters, and how to keep human connection alive in an increasingly automated industry.
In this interview, you’ll learn:
- How to build trust quickly & consistently with clients
- The art of active listening & letting silence do the work
- Why understanding your client’s past & future builds connection
Connect with Melanie on LinkedIn.
To learn more about Sage, click here.
Time Stamp
01:41 – How to build trust quickly with clients
03:34 – The power of timely follow-up
05:19 – Setting expectations & communicating clearly
06:33 – Teach, tailor & take control in client conversations
07:53 – How to ask better questions & listen actively
09:23 – Staying present & focused during meetings
12:22 – The value of silence in communication
13:54 – Showing authenticity & passion with clients
15:53 – How to build trust in the first meeting
17:22 – Asking about a client’s past & future to deepen connection
20:09 – Why focusing only on history limits your impact
21:15 – How to stand out in a competitive market
22:29 – The “front door” story: lessons in emotional connection
25:39 – Why people buy with emotion & justify with logic
27:31 – Turning services from a commodity into a connection
29:34 – Keeping the human touch in an automated world
31:27 – Using AI to free time for more meaningful client work
33:22 – Understanding what really motivates clients
36:48 – Make every client interaction meaningful
38:46 – How Sage uses AI to empower bookkeepers
