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tina mcgill: how to create lasting client impact | the disruptors

meet your clients where they are.

this is a preview. the complete 1-hour video episode, with commentary and transcript, is first available exclusively to pro members | go pro here
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the disruptors
with liz farr

when tina mcgill, founder of mmas cpa, transitioned from working as an assistant cfo at a university to public accounting, she first noticed “how segmented we were from the client experience.” she was delivering the data the partners told her needed to be delivered, “but the client didn’t necessarily understand what i was delivering.” for seven years, in her conversations with clients, she followed the “checklist of what i’m supposed to give you.” while she felt good about achieving what she was supposed to do, she realized that she “wasn’t creating meaningful impact.” 

more podcasts and videos: stefan van duyvendijk: develop operational mindset | steve evans: why traditional hiring methods fail | roger knecht: can you be an accountrepreneur? | beth whitworth: focus on outcomes not hours | mike sylvester: learn to say no | salim omar: identify your client’s $100,000 problem | jackie meyer: earn more with fewer clients | jack fleherty: don’t be a ‘yes’ person | greg adams: from finance to storytelling | the disruptors | jody padar: make radical changes now if you want to be relevant in 2030 | rebecca driscoll: amplify reach by helping other firm owners | rory henry: create the return on relationships | mike maksymiw: be the leader you wish you had | terrell turner: build a solid business showing up as yourself | kelly mann: be the bull in the china shop | alicia katz pollock: create a human-centric business |  nancy mcclelland: be the one your clients ask first |alan whitman: stop accepting the status quo | sean duncan: discover your own genius | ingrid edstrom: true wealth is not financial |

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that insight inspired her to start her advisory journey to provide clients with the information they need for success. “what business owners are really looking for are actionable insights,” says mcgill. she points out that, as accountants, “there’s so much value that we can bring to the table with these numbers and analytics and data, but we’re not providing it in a way that’s efficient and effective for them to make decisions.”   read more →

pro member exclusive

why people struggle with communication

two things to demonstrate with existing clients.

by martin bissett
passport to partnership

ultimately, when we have to interact with clients, subordinates, superiors or peers, the questions are always the same: who do i need to deliver this information to and what approach would they respond most favorably to?

more by martin bissett
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in arriving at “communication” we come to the most intangible of all the components to obtain a “passport to partnership.”
read more →

innovation & change management

grow leaders to transform accounting

letter blocks flip between the words "lead" and "learn"

create a culture where leadership can be learned and practiced.

by donny c. shimamoto

series note: this article is part of a series of articles inspired by “joy, inc.”, written by richard sheridan, cofounder and ceo of menlo innovations. while his book is about the software industry, there are many direct analogies applicable to the accounting profession. we must #transformaccounting and bring joy back into the work we do to sustainably address our profession’s people crisis.

when we talk about leadership in accounting, we often think about the partners in accounting firms, the controller or cfo of a finance department, or the chief audit executive of an internal audit department. we also talk about “young leaders” or “emerging leaders” when referring to those we think have “leadership potential” and could aspire to the positions described above.

more: transform accounting by fighting fear and embracing change | tear down towers of knowledge to transform accounting
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however, i have always held the belief that everyone in an organization can be a leader, and we need to equip people within our organizations to lead when an appropriate situation arises. part of empowering employees is enabling them to take action or make a decision, even when “the leader” isn’t present. the organization’s values, policies and culture should help employees make the right decisions – or know who to escalate an issue to make the decision. what we don’t want is total inaction.
read more →

audit & assurance

put people without degrees on your audit team

four businesswoman having a meeting around a table

plus best practices for year-round and remote audits.

by alan anderson, cpa
transforming audit for the future

firms these days are throwing technology at audit and calling it innovation. but if you try to roll out too much at one time, that’s a disaster. your people won’t have any time to talk to the client and figure out what’s going on in the business if they’re too busy trying to figure out how all the pieces of technology all work together.

more by alan anderson
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a better approach is to prioritize the technology rollouts and cut those in half. focus on the two or three that are the most important. if you try to do too much, your implementation will fail. a partial implementation won’t get you anywhere. partial implementations tend to result in complicated workarounds, so the new tech not only doesn’t save time or effort, but it actually makes it harder to get the work done.
read more →

advisory & consulting

ten marketing ideas for accountants | listicle

//www.g005e.com/category/checklist/listicle/by 卡塔尔世界杯常规比赛时间 research

marketing needs to be on your daily to-do list. and it may take a few different marketing campaigns to finally create awareness of your presence and capabilities.

more listicles here

here are 10 ideas you can put into action in the immediate future.

  1. offer free initial consultations: provide a free consultation to potential clients. it can help you understand their needs and showcase your expertise. announce the offer in a newsletter, blog or email blast, or at a public event.
  2. create informative content: write blogs, articles or white papers about tax strategies, accounting tips or financial planning that can be published on your website. make them short and sweet – better a series than a long monograph.
  3. host webinars or workshops: organize online or in-person events on relevant topics like tax planning, small business accounting or financial forecasting to establish authority and educate potential clients. when possible, link them to recent current events or changes in tax code.
  4. use social media marketing: share tax tips, industry news and accounting advice on social media platforms like linkedin, facebook and bluesky to engage your audience. be regular, not sporadic. make your tips useful and actionable, and don’t forget contact information.
  5. develop a referral program: encourage existing clients to refer new clients by offering discounts or other incentives. and be sure to thank those who deserve it.
  6. invest in seo: optimize your website for search engines using keywords like “cpa near me,” “tax preparer in [your town]” or “tax accountant for small business” to attract local clients.
  7. network with other professionals: partner with financial advisors, attorneys or business consultants to create a network of referrals. meet with these people, perhaps over lunch.
  8. email marketing campaigns: send out newsletters with valuable accounting insights, tax reminders or updates on financial regulations to stay top of mind. make sure your website offers subscriptions. consider buying an email list from a provider that can filter the list for your target parties, such as “small businesses in [your county]” or “families with incomes over $100,000.”
  9. claim your google my business listing: ensure your cpa firm appears in local search results by creating and optimizing a google my business listing.
  10. leverage client testimonials and case studies: showcase success stories and satisfied clients on your website and marketing materials. get permission first, of course; you’ll find that most small businesses will appreciate this bit of publicity for them.

do it regularly. it may take several different efforts to successfully reach a potential client.