TECHNOLOGY PACESETTERS p. 10
Our annual selection of accounting resellers and
technology consultants who are changing the field
TAX SEASON PREVIEW p. 31
Our annual guide to the issues and tools
that will shape the upcoming filing season
accountingtoday.com
CASE STUDIES: BPO p. 24
Four accounting firms share their early
experiences with this new service line
Online
and off
campus
If accounting recruiters were asked
in 2002 where they expected to see
themselves in 10 years, it’s safe to assume that few could correctly answer
the classic interview question.
One correct prediction, however,
would be online. While recruitment
professionals don’t see Internet job
boards, social media and networks,
and video technology ever fully replacing in-person meetings, the virtual recruitment space has gained significant
ground on traditional practices.
BY DANIELLE LEE
Social networks
and virtual events join
college campuses as
recruiting locations
GELMAN, ROSENBERG & FREEDMAN: POSSIBLY THE WORLD’S BRAVEST AUDITORS ee page 8 AUDITING ABROAD
Growth
begins
at home
Old clients may point
the way to profitable
new opportunities
NEW SCHOOL
And in the last few years, that online
space has become more specialized.
See off CAmpuS on 44
The continuing economic cri-
sis offers accountants an opportunity to reach beyond their
normal compliance work and
Your clients are ready to move up …
Why tax season is the right time to upsell your clients to financial planning services
BY ROGER RUSSELL
The straightest path to profitable
growth begins not by scouring the horizon for some hot new market, but by
looking inward for clues as to why your
firm may have hit a plateau. Ultimately,
that self-examination might lead you to
expand into new markets — or instead
to find untapped sources of growth that
have been under your nose all along.
The classic impediment to recognizing and seizing growth opportunities,
according to consultant Gale Crosley,
CPA, is starting with the premise that
your current expertise has value in the
market. Unfortunately, it might not.
“Existing talents aren’t relevant because the market doesn’t care,” she said.
“What the market wants is what you
need to deliver.” Doing so might require
more than a superficial makeover.
Koltin Consulting Group’s Allan Kol-
BY RICHARD STOLZ
See growth on 45
benefit their clients.
“Financial advisors who
aren’t CPAs have taken a brutal
beating in the last several years,”
said Mark Merenda, president of
Naples, Fla.-based Smart Mar-
keting. “Whether they charge on
a fee or an asset basis, it’s been a
tough couple of years.”
and prudent with their clients’
money, which is exactly what
most investors want today.”
CPAs start with a number of
advantages, he said. “They’re
absolutely in a position of trust
with their clients. Most people
will not have complete trust in
their lawyer or financial advisor,
but it’s hard to find people that
don’t have trust in their CPA.”
“And they start with an advan-
tage that my lawyer clients would
love to have,” he said. “That is
Moreover, a fair amount
of clients want to blame their
financial advisors for the
tough times, he indicated:
“People who are unhappy
with their investments will
be more willing to consider
making a change in their
advisors. Accountants are
respected as being cautious
A bit of a bounce
November’s Accountants
Confidence Index
60
55
52.20
50
3 month
6 month
49.37
45
O S NDJFMA ASON MJJ
40
