Reframing the Role of Accountants in the Eyes of Your Clients

Hey there,

It’s Janel, and I've got something that's been brewing in my mind lately.

I’ve been thinking a lot about the role you play as an accounting professional and how clients often misunderstand or underappreciate that role. It’s no secret that many small business owners see accountants as “number crunchers” - necessary, but not exactly strategic partners. We both know that your expertise goes far beyond balancing books. The challenge is getting your clients to see it that way, too.

Now, I know what you're thinking. "Janel, this sounds great, but how do we actually do this?"??

Get inside the minds of your clients

Well, if you want to get inside the heads of your clients, our latest podcast episode is a must-listen. In Inside the Mind of a Small Business Owner Part 1: What Exit Plan?! with Richard Sargent, we got a behind-the-scenes look at how business owners like him initially perceive accounting services.?

Richard, a seasoned business owner who has successfully built, scaled, and exited multiple businesses, shares his journey. What’s particularly eye-opening is how he initially underestimated the value of accounting services. Richard admitted that in his early days, he viewed accountants and bookkeepers as a necessary expense - something to minimize, not maximize. He talks candidly about how initially he opted for the cheapest accounting options because he didn’t see the broader value that a skilled accountant could bring.

He didn’t realize that with the right guidance, an accountant could be the key to solving much bigger business problems. It wasn’t until later when he faced more complex challenges, that he realized the strategic advantage of having a knowledgeable accountant by his side.

This episode is a goldmine of insights on how business owners think - and how you can better position yourself as the solution to problems they might not even know they have. By understanding their mindset, you can tailor your approach and communication to highlight the transformative impact of your services.

Here’s where you come in: It’s on you to change that narrative. To do that, you have to start by deeply understanding your clients’ businesses - their challenges, their goals, and what keeps them up at night. Once you have that understanding, the next step is to craft messaging that not only showcases your technical expertise but also positions you as an empathetic strategic advisor who can guide them from where they are today to where they want to be tomorrow.

But remember, shifting this perception doesn’t happen overnight. It’s a process that requires a well-thought-out strategy, consistent communication, and, above all, patience. Rome wasn't built in a day, and neither will your new image as a strategic business advisor. But trust me, it's worth the effort and the commitment. You’re not just offering a service; you’re offering a partnership that can transform their business. And that’s a message worth sharing.

?? Listen to the Episode Here

Messaging is key to positioning

Once you’ve committed to changing the narrative with your clients, ensure that your marketing message aligns with this new positioning. Clients need to see you not just as someone who keeps their books in order, but as a partner who is deeply invested in their business success.

In our blog post, Updating Your Marketing Message - Part 1: Where to Start, we explore how to refresh your marketing strategy to reflect this shift. It’s about more than just tweaking your website copy; it’s about rethinking how you communicate your value proposition in a way that resonates with your client’s needs and aspirations.

As accountants, you’re moving from a role of compliance to one of advisory. Your marketing message should reflect this change, helping your clients understand that you’re there to guide them through their toughest challenges - not just during tax season, but year-round.

?? Read the Full Blog Post Here

Final Thoughts

I want to leave you with this thought: The work you do is invaluable, but it’s up to you to help your clients see that. By shifting the narrative, understanding their mindset, and communicating your value in a way that resonates, you can transform how they view your role in their business.?

You're not just number crunchers - you're business alchemists, turning financial data into golden opportunities for your clients. It's time you started telling that story. This isn’t a quick fix, but with strategic effort and a clear message, you’ll position yourself as an indispensable partner in their success.

Thank you for reading The Accountant's Edge. Stay tuned for more insights and strategies to elevate your accounting firm.