{"id":52147,"date":"2017-07-08t05:00:38","date_gmt":"2017-07-08t09:00:38","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=52147"},"modified":"2017-07-18t17:33:33","modified_gmt":"2017-07-18t21:33:33","slug":"how-to-avoid-getting-run-over-or-left-behind","status":"publish","type":"post","link":"\/\/www.g005e.com\/2017\/07\/08\/how-to-avoid-getting-run-over-or-left-behind\/","title":{"rendered":"how to avoid getting run over (or left behind)"},"content":{"rendered":"

\"cars<\/a>smart cpas will remain their client\u2019s most trusted advisor \u2013 but not by staying in their lane.<\/strong><\/p>\n

by kyle walters<\/i><\/p>\n

are your clients asking you specifically for help with their insurance, investments and estate planning? are they asking you how these options impact their taxes?<\/p>\n

more:<\/b> use 3 colors to create clarity and deliver value<\/a> | are you growing or getting left behind?<\/a> | what can you offer that ibm\u2019s watson can\u2019t?<\/a> | the what, so what and now what?<\/a> | clients don\u2019t have a fee problem, they have a value problem<\/a>
\n\"goprocpa.com\"exclusively for pro members. <\/span><\/strong>log in here<\/a> or 2022世界杯足球排名 today<\/a>.<\/span><\/p><\/blockquote>\n

most cpas will say, \u201cyes, all the time!\u201d the reason clients are bringing these issues to you is because they trust you. cpas have long been viewed as their clients\u2019 most trusted advisors. when most clients have financial issues or complexity to deal with, they go to their cpa first.
\n
\nthe other day, a client of mine lost a close relative very unexpectedly. he was pretty rattled and that got him thinking about his own future. he asked me to help him set up an estate plan asap, but i told him that wasn\u2019t my area of expertise and we would have to get an estate planning attorney involved.<\/p>\n

the key is that i didn\u2019t simply walk away after making the referral. i stayed on top of my client\u2019s estate planning process, even though i\u2019m not an expert in estate planning. here\u2019s why:<\/p>\n

the estate planners had an excellent reputation and decided to put together an irrevocable life insurance trust (ilit) for my client. but the attorney messed up on the transfer of the policies in the trust. if i weren\u2019t there at the meeting and hadn\u2019t caught the estate attorney\u2019s mistake, the client would have been looking at an eight-figure problem.<\/p>\n

again, we\u2019re not experts in estate planning, but as cpas, we are experts in our clients. we know what their real goals and objectives are. as a cpa, you need to protect your client at all times. clients are not<\/strong> going to ask you, \u201cdid the attorney calculate the internal rate of reserve on the cash value of the policy correctly?\u201d no. they\u2019re going to ask you if you think the attorney is doing the right thing for them. as a cpa, you\u2019re the gatekeeper for your client.<\/p>\n

\u201ceven if you’re on the right track, you’ll get run over if you just sit there.\u201d\u00a0<\/em>\u2013 will rogers<\/p><\/blockquote>\n

clients not only trust you to stay on top of all aspects of their financial lives, they assume you are already doing so. however, the reality is that most cpas like to stay in their lane and stick to what they know they are good at \u2013 taxes, auditing, compilation, balancing credits and debits. they don\u2019t want to venture too far from those areas. if you think you know what you\u2019re good at, you might think you know your value to your clients. not so fast!<\/p>\n

the problem with that mindset is that your finely honed ability to report financial history is now something that a computer can do very quickly and very inexpensively. you can\u2019t be an expert in filing taxes. it\u2019s not something you\u2019ll be able to continue doing to drive value for your clients over time. if that\u2019s all you provide, then you are an interchangeable piece of your client\u2019s (often complex) financial puzzle. your practice is at risk of being \u201ccommoditized\u201d unless you change your mindset soon.<\/p>\n

so, how are you going to be relevant and successful in the future?<\/p><\/blockquote>\n

if you truly understand this harsh reality, and if you want to have a thriving practice in the face of increasing commoditization in the accounting industry, then you have two options going forward:<\/p>\n

1. tell the truth, and pick a niche silo.<\/strong><\/p>\n

you can stop trying to manage your clients\u2019 expectations and admit to them that you are content just to stay in your lane. that\u2019s fine. just understand that you\u2019ll have to relinquish your role as their most trusted advisor. you\u2019ll have to remind your clients that you\u2019ll simply be preparing their taxes and that you\u2019ll continue to do that job very well. but very soon, you\u2019ll just be one specialist in a team of financial experts that is being coordinated by an expert advisor \u2013 not by you.<\/p>\n

of course, you\u2019ll have to let clients know they\u2019ll need to find another \u201cmost trusted advisor\u201d to rely on when they have complex financial decisions to make. again, you will need to be very clear with your client that you are just going to be their tax guy (or girl) who will continue pulling together their financial history, filling in the boxes on their tax forms and keeping current with all the tax rules and regulations. there\u2019s nothing wrong with that. but being a general tax historian is not enough to drive significant value over time. in order to be successful with this business model you must build expertise in a specific arena that your clients can\u2019t get anywhere else.<\/p>\n

2. secure your client\u2019s future (and yours).<\/strong><\/p>\n

if you want to remain your client\u2019s most trusted advisor, then you must understand that your clients need your expertise, not simply number-crunching. that is just the method for delivering what your clients are really paying you for. you need to understand that your clients are hiring you to be an expert \u2013 an expert who helps them achieve their specific goals. you need to let clients know that what you deliver is specific advice to address their unique financial goals. essentially, you become an expert in what\u2019s most important \u2013 your clients. anything else can, and will, be outsourced.<\/p>\n

in order to do this, you need to have a solid understanding of all the moving parts that clients usually come to you with: trust planning, portfolio management, insurance and corporate benefits, to name a few. as overwhelming as that may sound, you don\u2019t actually need to be the expert in any of these areas. you only need to know enough about your clients and their goals in order to coordinate and facilitate a team of experts who will help them in each specific area. you simply need to let each member of the team know how to implement their specific part of the client\u2019s overall financial plan. that way you can give your clients a single number to call \u2013 yours \u2013 the person who is their most trusted advisor.<\/p>\n

as the person who\u2019s the expert in your client\u2019s financial life, your fees will become inelastic rather than elastic. you\u2019ll be able to raise your fees because your clients are paying you to coordinate all the moving parts in their financial lives. as their financial lives get more complex, they will gladly pay you more to keep from having to deal with all their financial complexities by themselves.<\/p>\n

if you\u2019re not willing to get out of your lane and help clients see their complete financial picture, do you really deserve to be their most trusted advisor? do you want to be the client\u2019s most trusted advisor or simply be a piece of the puzzle that the client\u2019s most trusted advisor calls as needed?<\/p>\n

your clients will eventually find someone who can help them fit all of their financial puzzle pieces together. are you going to let that person determine whether or not you are the right fit for the newly assembled team?<\/p>\n","protected":false},"excerpt":{"rendered":"

smart cpas will remain their client\u2019s most trusted advisor \u2013 but not by staying in their lane.<\/strong>
\nby kyle walters<\/em><\/p>\n","protected":false},"author":2260,"featured_media":52049,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[1905,2254,2732,3120,1906],"tags":[],"class_list":["post-52147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-clients-and-service","category-growth","category-personal-financial-planning","category-pro-member-exclusive","category-tax-practice"],"acf":[],"yoast_head":"\nhow to avoid getting run over (or left behind) - 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