cas: much more than bookkeeping

the definitive success guide to client accounting services

have a cas question? get it answered here.

q: i am new to exploring cas. i see many cas firms offer bookkeeping. however, they are still using cas engagements primarily for bookkeeping. can i move forward and leverage cas for higher-value-added business advisory services? any advice you can share? 

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a: books are the foundation from which you can derive insights and advice. bookkeeping is a process that prepares you for higher-level, higher-value advisory work. bookkeeping and outsourced accounting services are components of a full-scale cas practice.

there are only three main categories of cas offerings:

1. after-the-fact financial statement preparation: the client has already written their checks, issued invoices and taken cash receipts. then, you or your staff enter the data into a general ledger. after that, you produce a financial statement.
2. business transactions processing: you (the accounting firm) do the bookkeeping work for your client. you issue invoices for a client. you process accounts payable and cut checks (or process electronic payments). you process payroll, pay employees and pay payroll taxes. you compute and file sales tax. you send invoices and manage/track receivables, and more.
3. outsourced cfo and controller services: your firm’s higher-level cpa/accountant (often a partner) regularly meets with the client’s management. you review their financial performance and provide input on strategies to improve business. you have regular interactions with the client to support financial and business decision-making. you will do so in near real-time with after-the-fact. it will not be only after the fact.

in my book “the definitive success guide to client accounting services,” i shared a list of 15 different types of common services provided in cas. the accounting profession’s most extensive cas survey that cpatrendlines conducted revealed this list. bookkeeping is only one of the services that firms offer under their cas umbrella.

cas is not just bookkeeping. you might already be providing many of the 15 most common types of services that cas firms deliver. if so, you may simply need to logically and strategically package your cas offerings. then you can figure out which of your existing clients or new prospects are a better cas fit.

if others do the bookkeeping, you will work with stale information. that is not of much use. however, you can derive some post-facto learning of clients’ business trends. when you do the bookkeeping for your clients, you can get a real-time view of what’s working and what’s not working in your clients’ businesses. in addition, while doing the books, you get a good gut feeling of what advice to give to your clients.

cas is not just bookkeeping. you might already be providing many of the 15 most common types of services that cas firms deliver. if so, you may simply need to logically and strategically package your cas offerings. then you can figure out which of your existing clients or new prospects are a better cas fit.

the more the number of clients that buy cas from you, the more you will learn why they buy cas. cas buyers generally have comparatively more complex, voluminous business transactions. they may also have longer cash flow cycles that need professional-led financial management. such businesses find it difficult to accurately, timely and compliantly manage bookkeeping themselves. that’s why they seek help from professionals like you.

one of my friends, an experienced cpa, told me, “if you control the books, you get a good mindshare of the business owner.” that mindshare builds stronger client relationships vital for moving into advisory services. you will experience that when you provide cas.