A 15-year firm owner with 200+ employees explains why Google Reviews matter more than client references when hiring a bookkeeper. Negative reviews get posted more often because bad experiences hit harder emotionally. Watch how the firm responds to criticism, not just the stars.
How do you choose the right bookkeeper or tax professional? As someone who has owned a firm for 15 years and employs over 200 people, I understand the importance of choosing the right professional. I'll start by recognizing that reviews and references are 2 distinct things and need to be addressed separately. So reviews— while reviews can provide valuable insights, consider your own experiences. How often do you leave reviews for good experiences compared to bad ones? Human nature tends to make us more inclined to share negative experiences. This is because when we purchase a product or service, we naturally expect it to be a positive experience. So when things go well, it's easy to think, that's how it should be. On the other hand, a bad experience stands out because it clashes with our expectations. And negative experiences cause stronger emotions, which drive us to take action, often in the form of a negative review. We all have a psychological need to vent frustration and seek validation. Positive experiences, while pleasant, don't trigger that same urgency to share. For example, my firm has filed tens of thousands of returns over the years. Yet we have about 500 reviews, and that's even with a process in place to ask clients for reviews. Google Reviews might be a more reliable source for assessing accountants. For one, they're free for both businesses and clients to use, so we don't have a pay-to-pay conflict of interest. Another helpful way you can use Google Reviews is to pay attention to how businesses respond to negative reviews. No business can avoid an irrational client, so it's crucial to see how they handle the response to those bad reviews. A thoughtful response to the negative review can indicate professionalism and a commitment to customer satisfaction. Now, let's talk about references. This will be short. In most cases, accountants can't disclose their clients due to confidentiality. To do that, they have to get the client's permission, which can and has been done, but you have to realize they'll likely only refer you to satisfied clients. It's like looking at someone's social media posts with only their highlights— it's not an accurate or complete picture. That's why I don't recommend wasting time on references to make your decision. In summary, you could glean some insight from review platforms like Google, but this should be looked at as a small piece of the puzzle you're trying to put together Because a low number of positive reviews doesn't necessarily mean anything about the accountant. And with references, don't waste your time.
