{"id":85545,"date":"2021-07-14t12:40:32","date_gmt":"2021-07-14t16:40:32","guid":{"rendered":"\/\/www.g005e.com\/?p=85545"},"modified":"2022-12-22t00:42:29","modified_gmt":"2022-12-22t05:42:29","slug":"romeo-juliet-google-and-cas","status":"publish","type":"post","link":"\/\/www.g005e.com\/2021\/07\/14\/romeo-juliet-google-and-cas\/","title":{"rendered":"romeo, juliet, google and client accounting services"},"content":{"rendered":"

\"silhouette<\/a>never tell them it’s “client accounting services.” here\u2019s why.<\/strong><\/p>\n

by hitendra patil<\/i>
\nclient accounting services: the definitive success guide<\/i><\/a><\/p>\n

i recently spoke with an experienced cpa who has been very keen to expand the firm\u2019s client accounting services practice. i told her, \u201cif your firm\u2019s website and marketing material states you offer ‘client accounting services.’, you\u2019d want to rewrite that content, like, immediately.\u201d<\/p>\n

more: <\/b>why cas is great for revenue growth<\/a> | survey: why some firms fall behind in cas<\/a> | how cas makes firms better<\/a> | cas: finding the why behind the why<\/a> | how to lead clients into client accounting services<\/a> | cas begins with a mindset<\/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

she was utterly puzzled and asked:<\/p>\n

\u201cbut cas is vital for the future of accounting firms, and you wrote the profession\u2019s first book on cas<\/a>, so why are you now saying so?\u201d
\n
\nwhat\u2019s in a name?<\/strong><\/p>\n

\n

\u201cwhat\u2019s in a name? that which we call a rose by any other name would smell as sweet.\u201d \u2013 from romeo and juliet by william shakespeare, ca. 1600<\/em><\/p>\n<\/blockquote>\n

neither am i a literature expert nor did i do any research about the above quote, but it is very relevant when it comes to explaining what you do and how it helps your prospects and clients move to a better financial and business life.<\/p>\n

your prospects and clients are the juliets who want your services to be the romeos for them. not the \u201cname\u201d of romeo but the love that juliet experienced with romeo. like juliet, your prospects\/clients are more interested in the impact\/outcome of your cas offering, not the name cas itself.<\/p>\n

fundamentally, how does it matter to your prospects what you name your cas offering? they are not professional accountants to instinctively understand what cas means, especially for them. cas is more of a professional lingo for accountants to create future focus.<\/p>\n

google proves this beyond any doubt<\/strong><\/p>\n

for the last year, google search trends showed that if the phrase \u201cclient accounting services\u201d was searched one time, the term \u201caccounting services\u201d was searched about 50 times. so, think of it any which way: it undoubtedly means your prospects are not<\/em> searching for accountants that provide \u201cclient accounting services.\u201d but they mostly look for firms offering \u201caccounting services.\u201d<\/p>\n

what does it mean for you as a professional accounting firm?<\/p>\n

#1 \u2013 don\u2019t say your firm offers cas, surely not on your website and in your ads\/marketing\/sales materials.<\/p><\/blockquote>\n

yes, internally, within your firm, you must use the phrase \u201cclient accounting services\u201d to mean and explain to everyone in the firm that we, as a firm, want to do everything required for any client\u2019s accounting work. cas is an internal goalpost for your firm. it is the target. it is the objective.<\/p>\n

not convinced (that you should not<\/em> call it cas)?<\/p>\n

consider the following analogy.<\/p>\n

if you need a dental health care specialist, what do you look for? complete exams, x-rays, dental cleanings, fillings, root canals, extractions, maybe cosmetic dentistry, such as whitening, porcelain, composite veneers or implants, crowns, bridges, full and partial dentures? these are all the words that reflect what services\/benefits\/problem resolutions you receive as a customer\/patient. you don\u2019t really search for oral and maxillofacial surgeons, orthodontists, periodontists, prosthodontists, etc., do you? you probably don\u2019t care much about such medical names of professionals, but you do care about what they can do for you.<\/p>\n

in my book, the definitive success guide to client accounting services<\/a>, we learn that accounting is not<\/em> a services profession. \u201cservices\u201d turn (accountants\u2019) knowledge into benefits that your clients enjoy. services are a mechanism to deliver the benefits of your knowledge, expertise, and experience. it is (should be) all about the impact of what you do for your clients.<\/p>\n

prospects and clients search for those impacts.<\/strong> they don\u2019t care much about the professional terminology that you use, except for traditional terms like bookkeeping, accounting, taxes, financial statements, etc. unfortunately, these terms carry a conventional connotation that can easily pigeonhole you and can commoditize your pricing\/fees.<\/p>\n

this article is not about search engine optimization (seo). it is about what your prospects\/clients read\/hear when they find you\/speak with you\/interact with you. they need to read\/hear\/feel they will get what they want\/need from your firm. the easiest way to express this most effectively is to say something like:<\/p>\n

\u201cwhen you subscribe to our services, what you get is….” and use the words or phrases that describe the outcomes and impacts<\/em> of your services that your prospects and clients will receive and experience.\u201d<\/p>\n

want examples? visit some prominent or leading accounting firm websites and find out how they express the impact and outcome of their services. for instance, many rarely say \u201cfinancial statements,\u201d but say something like \u201cmeaningful financial statements with budget comparisons.\u201d<\/p>\n

you’ll see that \u201cimproving,\u201d \u201cmanaging,\u201d \u201cproviding,\u201d \u201csupporting\u201d are some of the most-used words. these words imply that these firms are continuously and consistently contributing value to their clients\u2019 businesses.<\/p>\n

caution: do not copy another firm\u2019s content. do not just change the words you use. it is not about applying a band-aid because it is not just a little scratch. cas is a serious business, and you need to get the fundamentals right before you can really deliver what you promise.<\/p>\n","protected":false},"excerpt":{"rendered":"

\"\/\/www.g005e.com\/2021\/07\/14\/romeo-juliet-google-and-cas\/\"<\/a>
\nnever tell them it’s “client accounting services.” here\u2019s why.<\/strong>
\nby hitendra patil<\/i>
\nclient accounting services: the definitive success guide<\/i><\/a><\/p>\n","protected":false},"author":1363,"featured_media":85791,"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":[3058,1363,2271,3120,3002],"tags":[],"class_list":["post-85545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-client-accounting-services","category-featured","category-marketing","category-pro-member-exclusive","category-special"],"acf":[],"yoast_head":"\nromeo, juliet, google and client accounting services - 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