Counting on U, which was developed by the IPA and Deakin University, is an evidence-based training program that equips client-facing business professionals with the skills to build long-term trusting relationships, navigate difficult client, or customer conversations.
Following a successful trial of the program in 2021 and 2022, focussed on upskilling advisers working with small-business clients, the program is now open for registration to all client-facing business professionals in Australia and New Zealand.
An Australian government report into small business and mental health recently found that one in five business owners surveyed revealed they had been recently diagnosed with a mental health condition while almost a quarter said they seek support from their accountant or business adviser regarding emotional concerns about their business.
Another report for the NSW State Insurance Regulatory Authority found the same key intermediaries were consistently referred to by most small-business owners as being critical sources of assistance in supporting and reducing their ‘mental load’.
More than 3,000 participants took part in the initial trial and the results from that have been used to adapt it to a post-pandemic environment to help with issues such as the economic downturn, supply chain issues, cost of living, and inflation.
Counting on U co-founder, Deakin Business School professor of accounting, George Tanewski, said that small-business owners in particular are feeling the heat financially and it’s affecting their mental health.
“But across the board, enhancing workforce mental health and wellbeing is one of the biggest trends for businesses in 2023,” he said.
Of those involved in the Counting on U pilot program, 62 per cent reported improvements in their relationship with clients one-month post-training.
Nearly half of those who never spoke to clients about their mental health pre-training reported doing so post-training.
By combining Relationship Building Training with Mental Health First Aid, Counting on U provides a uniquely integrated approach for business advisers to confidently approach mental health conversations with clients or their colleagues.
Another of the program’s co-founders, Deakin Business School professor of management, Andrew Noblet, said financial professionals were often well placed to identify clients who may be experiencing mental health problems.
“But many can still feel uneasy about raising concerns for fear of saying the wrong things, and some finance professionals also argue that mental health conversations are not part of their roles,” Professor Noblet said.
“Programs like Counting on U are not about training participants to become counsellors; it is about knowing how to support an emotionally distressed person and when to encourage them to seek professional support.
“When business advisers are equipped with the appropriate knowledge and skills, they not only feel more confident about having difficult conversations with clients experiencing financial and emotional distress — issues that we know go hand-in-hand, but it also provides the opportunity to form stronger, more trusting and longer-term client relationships.”
IPA chief executive Professor Andrew Conway said he is proud of the work the accounting profession has done in partnership with Deakin University and Mental Health First Aid Australia to provide such a practical, life-changing program to thousands of professionals.
“The program can help you find the missing link in the accountant-client relationship, and I hope that other people can learn from it too. It grows your awareness, builds your courage, and helps you support your community on the path to health and wellbeing,” Professor Conway said.
Counting on U registrations are now open for Australian participants. For more information, visit the Counting on U website: https://blogs.deakin.edu.au/counting-on-u/
