podcast

google ads for new tax clients

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the simple, easy steps for getting started with google ads in time for busy season.


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with becky livingston

as the 2022 busy season begins to loom larger, this is a great time to get to know google ads, says becky livingston, 卡塔尔世界杯常规比赛时间’ digital marketing guru says in this replay of recent 卡塔尔世界杯常规比赛时间 flash briefing webinar. flash briefings are fast-paced 30-minute conversations on urgent issues and quick answers.

more videos and podcasts: eisner ceo charly weinstein explains the private equity deal | flash briefing: a “call to arms” after private equity deal | bradley burnett: the “uncle billy” problem with the erc | the “ludicrously lucrative” employee retention credit | four ways to beat the staffing shortage | learning how to hire amid covid | let’s get real: kill saly | hitendra patil: national expert on client accounting services | sell service, not hours | leveraging knowledge, not just process | the irs backlog isn’t going away anytime soon |

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livingston walks you through the steps from beginning to end. start by defining your perfect client, then begin building the right offer for them, she says. after that, you can lay out a schedule and work on a budget. but start early, because if you’re looking for tax clients in the run-up to tax season, the best keywords will start to get pricey. by livingston’s estimates, 10 to 15 percent of accounting firms are already using google ad words. that may sound like a lot. but there’s still plenty of room for firms — especially local firms — to dive in and start landing new clients.

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four ways to beat the staffing shortage, with pasha malik

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kill the billable hour, embrace remote work, stay flexible, get social, says pasha malik of thyor.

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with richard rothstein

more on the staffing crisis:  the digital toolset for hiring at a small accounting firm  |  learning how to hire amid covid  | how covid rewrites the rules for recruiting | steven braunstein: new covid strategies for staff recruiting and retention | irs has recruiting problems, too | 12 signs it’s time to outsource | how aging boomers impact the accounting profession | why remote workers need retreats | 44 key attributes for assessing staffers | coaching the right way | 20 best practices for staff training and retention | the art and science of hiring: three essentials for the covid age | uncover potential in 10 interview questions | why your firm needs to attract more millenials | why small firms can win the talent wars | the one big reason your hiring sucks | five ways to improve operating margin during covid | getting and keeping the best people | be a talent magnet | who’ll quit next? | why you must constantly push work down |

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twitter and linkedin are the go-to resources for finding new talent at the mclean, va.-based thyor group of companies, founder and ceo pasha malik tells richard rothstein for 卡塔尔世界杯常规比赛时间.

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let’s get real: kill saly

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gary cokins on predictive accounting and driver-based budgeting.

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with steven sacks
the new fundamentals

the main problem with the annual budget process as a fiscal exercise done by the accountants is that it is disconnected from the executive team strategy.

more steven sacks: would you buy your own services? | the future of the accounting profession | avoid last-minute deal making | business is about relationships | can a cpa firm be different in a changing market? | a rapidly changing business environment requires flexibility

more with gary cokins: the myths of performance management | gary cokins: the truth about activity-based costing

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corporate finance expert gary cokins says the typical annual budget process allows too much room for bad habits, such as the use-it-or-lose-it mindset of allocated resources, as well as incorporating last year’s inefficiencies in processes into the current year.

five key take-aways:

  1. there is interest now in corporate performance management because executives are frustrated with strategy failure. they are good at formulating strategy, but meeting expected goals is a real problem.
  2. the way to get rid of spreadsheet budgeting is to view the amount of spending of any organization as the result of the confluence of two streams. the first is going to be repeatable work. it tends to be operational. the second is non-repeatable because it involves capital, risk management, and strategy projects.
  3. accounting must carefully identify and construct key performance indicators. but not every type of measurement is key.
  4. activity-based costing is just full absorption costing done correctly, without the “butter spreading” on spreadsheets of labor hours or units produced or sales dollars or full-time equivalent headcount or square feet. none of those reflect the unique consumption that the products or service lines actually consume.
  5. many people have heard about the balanced scorecard, but it’s just a feedback mechanism. the real intelligence is in the strategy map.

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nancy fox: winning the mind game of success

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how to overcome the mind-blocks holding you back from total success.

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with steven sacks
the new fundamentals: thriving in disruption

professionals need to use a blend of psychology and strategy to guide them with both mental fitness and tactics to produce career breakthroughs, executive coach nancy fox tells steven sacks.

more steven sacks: effective networking is an art | business development activities shouldn’t be a chore | cpa’s best role: leveraging knowledge, not just process | avoid last-minute deal making | five common negotiating mistakes | the myths of performance management | business is about relationships | reaching for authenticity in client service |

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in business, the mind is 95% of the game, according to fox, so it’s essential to recognize the causes of mindset blocks that are encountered, such as competition and business development, and what their impact can be.


> download and subscribe to the podcast on itunes here

key takeaways:

  • leaders may not understand the nuances or fundamentals of mentoring and cultivating talent. as such, they find the biggest impediments to be themselves.
  • the conscious mind is where our thoughts are directed in such areas as logic, strategy, memory, learning, data analysis. however, 95% of our thoughts are directed by the subconscious mind, and only 5% by our conscious minds.
  • the subconscious mind is where the inner game of work, career, and life is really won — or lost.
  • there are some strategies you can use to train your mind to prepare yourself to experience an outcome and imagine ways to achieve that outcome.
  • in addition to training your mind to block negative thoughts and experience only positive thoughts, there are physical techniques that can be used.

nancy fox is the founder and president of the business fox, a business consulting and training company specializing in guiding law, accounting, and service business firms grow through smarter networking and business development and niche marketing strategies.

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gary cokins: the truth about activity-based costing

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how to implement progressive management accounting techniques.

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with steven sacks
the new fundamentals: thriving in disruption

management finance expert gary cokins says there’s nothing wrong with activity-based costing. except that you’re probably doing it all wrong.

more gary cokins: the myths of performance management

more steven sacks: effective networking is an art | business development activities shouldn’t be a chore | cpa’s best role: leveraging knowledge, not just process | avoid last-minute deal making | five common negotiating mistakes | the myths of performance management | business is about relationships | reaching for authenticity in client service |

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the problem is, cokins says, it’s convenient for the accountants to allocate the overhead based on allocation factors, like labor hours, number of units produced in a manufacturer, headcount, number of employees, and square feet, even though none of them reflect the unique consumption relationship between how the outputs products and services consumed.

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when cyber-crime hits close to home

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financial services are a prime target.

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with steven sacks
the new fundamentals: thriving in disruption

with cyber-crime growing by leaps and bounds, accountants are caught in the cross-hairs, cyber-security professional jill cagliostro tells steven sacks for 卡塔尔世界杯常规比赛时间.

more: effective networking is an art | business development activities shouldn’t be a chore | cpa’s best role: leveraging knowledge, not just process | avoid last-minute deal making | five common negotiating mistakes | the myths of performance management | business is about relationships | reaching for authenticity in client service |

goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

cagliostro, senior product manager with splunk, a data management and security company, says “cybercriminals are getting more advanced. they’re finding new avenues and new ways to get in every single day.”

“and beyond that,” she says, “they’re also communicating with each other. so they’re able to share these new tactics and techniques amongst each other to become more proficient together.”

key takeaways

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james lopiccolo: sell service, not hours

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small firm attacks the big issues with novel strategies.

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with steven sacks
the new fundamentals: thriving in disruption

the accounting profession is “stuck in a rut,” says james n. lopiccolo, founder and managing member of capocore professional advisors, in lake orion, mich.

he says cpas can’t see “the challenges that are coming by from other non-cpa firms.”

more: effective networking is an art | business development activities shouldn’t be a chore | cpa’s best role: leveraging knowledge, not just process | avoid last-minute deal making | five common negotiating mistakes | the myths of performance management | business is about relationships | reaching for authenticity in client service |

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lopiccolo’s answer is offering service agreements, instead of billing by the hour. risky? sometimes. but clients love it.

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in more than 31 years of public accounting, lopiccolo has worked in business advisory, tax, and accounting for a multitude of industries including contracting, manufacturing, medical, professional service companies, and real estate. he serves on the michigan cpa association executive committee and the finance committee, and he is a two-time chair of the aicpa small firm practitioners task force.

11 key takeaways:

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the cpa’s best role: leveraging knowledge, not just process

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david bergstein says you’re wasting your time and your client’s money if you’re not focussing on the future.

with steven sacks
the new fundamentals: thriving in disruption

to be more competitive, cpas need to shift their focus from compliance service to process-oriented, value-added work, veteran cpa david bergstein tells 卡塔尔世界杯常规比赛时间. this means working with clients to understand their business operations, competition, and financial challenges, such as liquidity, solvency, and profitability.

more on value-add: how cas communications are different | how value billing eliminates guesswork | avoid last-minute deal making | how a great managing partner impacts firm growth | tax season client meetings: kill them now | do you give yourself too much credit? | the 17 rules for making partner at a cpa firm | family feud isn’t just a game show

goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

see more 卡塔尔世界杯常规比赛时间 videos here | see more david bergstein here

^ download and subscribe to the podcast on itunes here

the key takeaways:

  • accountants need to switch their focus to look to the future and real-time accounting, which means that the right way of doing things these days is to take advantage of all technology and automation.
  • it’s a small and mid-size business that doesn’t have a bookkeeper, that doesn’t have an accountant, that doesn’t have a controller, that doesn’t have a cfo that looks to cpas to help them. cpas’ advantage is to use that technology to automate all those processes and then spend time selling value-added services.
  • today, to be successful as an accountant, you must identify what platform or platforms you’re going to use to capture your clients’ data at the source to move it through the system.
  • payroll tax processing services can be expanded by setting up the human resource tools that go with it. beyond processing payroll, cpas can find ways to get lower workman’s compensation; automate the onboarding of employees, and provide various benefit options.
  • as part of the de-emphasis on process, younger staff members don’t want to do vouchering anymore, which will be supplanted anyway by automation. so, it’s great for firms to offer more training opportunities to their younger staff regarding analytical thinking, selling, and how to consult with clients to find out what their needs are.

 

transcript

david bergstein, interviewed by steven sacks
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steven braunstein: new covid strategies for staff recruiting and retention

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snyder cohn revamps staffing tactics for work-from-home conditions.

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with richard rothstein

steven braunstein, managing partner of snyder cohn in north bethesda, md., talks about the impact of covid on staff recruiting and retention — including virtual “lunch with steve” sessions.

more: how covid rewrites the rules for recruiting | irs has recruiting problems, too | 12 signs it’s time to outsource |

goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

^ download and follow the podcast on itunes here.

but how do you nurture a firm culture without face-to-face live, in-person in-office meetups? that’s what braunstein is figuring out.

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