Why accountants need to master the art of reading the room

By Heather Lisle

October 1, 2025

IMAGE BY EUGENE MYMRIN/ADOBE STOCK

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Imagine prospective clients sitting in a pitch meeting, laughing and chatting about their weekend plans. The energy in the room is light and engaging. Then an accounting firm partner walks into the conference room door.

“Where’s the HDMI cable so I can plug in my laptop?” he asks abruptly, immediately starting to set up his presentation.

Instead of reading the room and joining in the conversation, he goes straight to business — completely missing the chance to make a genuine connection.

This partner is known as one of the best in his field — a true expert, a go-to person. But none of that matters when the prospective client chooses another firm because they feel a stronger connection there.

Yikes, right?

Has this ever happened to you or someone on your team? This example of a client I worked with a few years ago is a reminder that expertise alone is just the table stakes. True success in business comes from the ability to connect — and that starts with reading the room.

COMMUNICATION: A CRITICAL SUCCESS SKILL

Communication skills have long been considered “soft skills,” but they’re anything but soft. A better term would be success skills. Communicating effectively with your clients is essential to your business success. As an accountant, you’re likely an expert in numbers, but understanding the unspoken signals in a meeting can elevate your client relationships and drive growth in ways numbers alone never could.

A good portion of communication is nonverbal. That means your clients, team members, and business partners tell you a good deal with their body language, tone, and microexpressions. Professionals who focus almost exclusively on what is being said while ignoring how it is communicated do so at their firm’s risk.

Once you learn how to read the room, you can tune in to the hidden signals people send and adapt accordingly. This skill can transform your relationships and your ability to grow your business. The truth is — what people don’t say can speak louder than what they do say.

What’s at stake if you miss out on these subtle cues? Misunderstood client or peer expectations, lost opportunities to deepen relationships, and inefficiencies in team dynamics are just the start.

If you fail to read the room effectively, you might even leave revenue on the table.

Imagine if you could use this unspoken communication to your advantage. Let’s run through a step-by-step guide that shows you how.

Step 1: Identify the energy (or vibe) of the room

The moment you walk into a room, take some time to assess the energy or the “vibe.” Before diving into tax strategy or budget discussions, scan the room and read the room’s mood. The energy in a meeting can tell you much you need to know about how the conversation should go.

Start by observing the posture, facial expressions, and body language of the people in the room. These unspoken cues will give you insight into their mood and energy.

Think about these three prompts:

Is the audience all business? If the room feels serious and task-focused, it’s time to get straight to the point. You don’t need a long introduction — cut to the numbers and avoid excessive small talk.
Is the audience chatty? If people are engaged in light conversation, mirror their energy. Engage in brief small talk and build rapport before diving into the numbers. Trust is built through connection, making the transition into business smoother.
Is the audience hesitant? If the room feels uneasy, it’s important to give people space. Slow down your speech and offer reassurance. Some clients take longer to process information, so avoid rushing them. Use strategic silence to let them absorb the key points you’re presenting and then prompt a question to ensure everyone is on the same page.

Step 2: Recognize communication styles to build trust

The DISC model is a simple and powerful tool for understanding communication styles and how to adapt to others, benefiting client relationships and team dynamics. DISC breaks down communication into four core styles: “dominant,” “influencer,” “steady-relator,” and “conscientious.” Each style has strengths, preferences, and blind spots. Unlike personality tests, DISC focuses on observable behavior, making it easy to apply in real time. By mastering DISC, leaders can adapt their communication style to connect with anyone — from a fast-talking CEO to a methodical CFO — creating rapport, trust, and alignment.

Recognizing communication styles can be the difference between landing deals and driving revenue, or missing opportunities altogether. It’s also the key to fostering team cohesion. When team members feel understood and connected, productivity, collaboration, and employee retention soar. For accounting firms, where revenue growth and client retention are paramount, understanding and adapting to communication styles can transform how you communicate with clients and lead your team to success.

Before a meeting, quickly assess the person you’re speaking with. Notice their speech pace, tone, and how they engage. Are they fast-paced and decisive, or do they take their time to process information? These factors will give you a quick insight into their communication style. Let’s break them down:

The “D” (dominant): Task-oriented, decisive, direct

How to spot them: They are bold, fast-moving, and results-driven. They speak in a no-nonsense tone and are eager to make decisions quickly.
How to communicate: Be direct, brief, and to the point. Avoid excessive details and focus on providing them with the key information they need to make decisions.
Biggest fear: Losing control or being told what to do.
Action tip: Prepare bullet points or a concise agenda to ensure you hit the key points efficiently. Keep your conversation focused and efficient.

The “I” (influencer): Outgoing, expressive, people-focused

How to spot them: They’re talkative, enthusiastic, and often stray off-topic. They enjoy socializing and building personal connections.
How to communicate: Keep things engaging. Avoid drowning them in spreadsheets — bring visuals, stories, and enthusiasm to the conversation.
Biggest fear: Being ignored or not valued.
Action tip: Use examples, metaphors, or personal anecdotes to keep them engaged and interested. Build connection first by sharing stories and engaging in light conversation.

The “S” (steady-relator): Relationship-driven, loyal, reserved

How to spot them: They are calm, patient, and prefer a collaborative approach. They typically prefer to avoid confrontation.
How to communicate: Be patient, ask for their input, and take your time to involve them in the decision-making process.
Biggest fear: Major changes and confrontations.
Action tip: Build rapport before getting into business. Show that you value their contributions and ideas. Take the time to establish rapport and engage them in a collaborative discussion before jumping into business details.

The “C” (conscientious): Analytical, precise, detail-focused

How to spot them: They value accuracy, logic, and structure. They tend to ask a lot of questions and focus on facts and details.
How to communicate: Provide data, proven strategies, and thorough explanations. They need time to analyze information and may require a follow-up.
Biggest fear: Making a mistake or overlooking important details.
Action tip: Come prepared with data, charts, and detailed breakdowns. Give them time to analyze and ask questions.

Step 3: Nonverbal cues that speak louder than words

People form first impressions quickly. Your body language speaks volumes before you even say a word, and those nonverbal cues either build trust or undermine it. The way you present yourself directly affects your team dynamics and your bottom line — more than you might realize.

When speaking to clients, consider your body language and how it aligns with your message. Nonverbal cues like eye contact, posture, and gestures are just as important as what you say. Here’s how to make sure your body language is working in your favor:

Eye contact = confidence

When we establish eye contact, this signals confidence and helps to create meaningful connections, especially with those who are more people-oriented. When we avoid making eye contact with these types, this can cause a gap in establishing trust and rapport. Even with those individuals who are more task-oriented, darting your eyes signals uncertainty.

Action tip: Practice holding eye contact in casual conversations to build this habit. It will help you become more comfortable during meetings.

Posture = presenceOne tip I give my more reserved clients is to own the room with their body language. Even if you’re physically small, squaring your shoulders or sitting tall sends a powerful signal that you’re confident and fully engaged. Feel free to cross your arms at your desk. However, when you’re in front of a client or prospect, slouching or folding your arms can come across as closed-off or disinterested, even if that’s not your intent.

Action tip: Stand tall with your shoulders back and chin up. Practice good posture in the mirror to ensure you always project the right energy.

Gestures = engagementKeep your hands visible and use purposeful movements. Open gestures, like placing your palms up, signal trust and approachability. When you keep your hands in view, you naturally appear more engaged and honest. You want to use your hands to draw people in, helping your message land in a meaningful way and with impact.

Action tip: When speaking, be mindful of your hands. Avoid fidgeting or hiding them in your pockets. Use hand gestures to emphasize key points.

Facial expressions = emotionYour facial expressions communicate how you feel in the moment. A furrowed brow, clenched jaw, or lack of expression can convey frustration, defensiveness, or disinterest. In contrast, a warm smile and eye contact can signal curiosity and enthusiasm. Keep in mind that even subtle shifts with your expression can make a dramatic impact on how others perceive your intent and engagement.

Action tip: Check your facial expression during meetings to ensure it’s aligned with your message. Practice using positive expressions, like nodding and smiling, to signal agreement and understanding.

Unlock your communication power

Master the art of reading the room, adapt to communication styles, and fine-tune your nonverbal cues, and you’ll unlock the game-changing tool that sets top leaders apart.

It’s more than the words you speak — it’s about how you make people feel. When people feel seen, heard, and understood, you build lasting relationships (not only with your clients but also with your team) that drive business growth and success.

The best accountants do more than crunch numbers — they influence decisions, and that begins with connecting on a human level.

Commit to practicing these techniques in your daily meetings. Keep a mental note of how each interaction goes. Did you notice a difference in how people responded? Did you close more deals or gain stronger buy-in? Track your progress and refine your approach over time.

WHY THIS MATTERS FOR ACCOUNTING PROFESSIONALS

Strong communication is more than a success skill for accountants; it’s a business growth strategy. By mastering the art of reading the room, understanding communication styles, and aligning your nonverbal cues with your message, you will be able to:

Strengthen client relationships;
Improve team collaboration and leadership;
Close more deals and uncover new opportunities; and
Differentiate yourself from competitors.

When you can read a room effectively, you not only become a better communicator — you become a more persuasive leader. The ability to connect authentically with clients and team members, anticipate needs, and adjust your approach in real time is what sets top professionals apart.

About the author

Heather Lisle is a keynote speaker, team trainer, and communications expert and the best-selling author of Hold the Pineapple, Please: Purposeful Conversations That Build Better Teams, Bottom Lines, and Banana Splits. She’s the founder of The Leadership Lab With Heather Lisle and Heather Lisle Consulting. To comment on this article or to suggest an idea for another article, contact Jeff Drew at Jeff.Drew@aicpa-cima.com.

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