Like many accounting professionals, I was once stuck in the traditional model of public accounting work that is limited by vision for change and opportunity and commitment to change. Then I got a wake-up call.
It came when I sat down with my business partner and started to look at what we did for our clients. What I didn’t realize at the time was that, although we were drafting a game plan for more growth and revenue for the firm, what was happening for me was a rebirth of joy in my work.
I can very distinctly remember getting a feeling when I used to wake in the morning that I would be just trudging through my day without much excitement in what I was doing throughout the day. There was a heaviness to that drive to work thinking about the deadlines and tasks that I was going to walk myself through.
It would slap me in the face when I walked through the door and hit me somewhere else as I left for the evening. I would distract myself through the day with the shiny objects around me but was left with a void of accomplishment even though I was getting “a lot” done.
In our practice, we were stuck without a plan to expand beyond our current service offerings and, more importantly, interact more with our clients. A vision of change needed to happen to get back to having fun conversations with our clients.
I didn't want to get on the phone for those highly reactive and traditional tasks like completing a tax return or getting a financial statement out. But to shift to the proactive side of the business and, therefore, a much more satisfying result, we identified two areas we needed to improve on.
An Action for the Plan
Firstly, because we genuinely care about the well-being of our clients, we identified client loyalty as one of these areas. Secondly, we wanted to ensure we were one of our clients’ most essential and trusted advisors.
About David Emmerman
David Emmerman is a partner in Emmerman, Boyle & Associates and a Xero Ambassador. For the past 15 years, David has had a passion for working with his small business clients and his team to develop a best-in-class accounting experience.