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LEARNING RESOURCES

Client Accounting Advisory Services Certificate
likening CPAs to “financial doctors.” Allen said
that at the end of the PPP process, “we felt we had The Client Accounting Advisory Services certificate
helps firms demonstrate their expertise in the
helped clients relieve their anxiety, knowing they
fundamental client accounting service deliverables.
had someone in their corner who can help them.
That was a really cool feeling.” CPE SELF-STUDY

CLIENTS GAINED GREATER APPRECIATION
FOR CPAs Small Business Adviser Program
During the rollout of the PPP, a sense of urgency Be prepared with answers to clients’ questions
and need for quick thinking helped bring clients about key current topics.
and CPAs together. “CPAs were able to get CPE SELF-STUDY

more deeply involved and understand their small
business clients’ situation,” said Lisa Simpson,
Small Business Adviser — Planning Strategies
CPA, CGMA, vice president–Firm Services at the
Understand legislation and guidance critical to
Association of International Certified Professional
helping clients in the current environment.
Accountants, representing AICPA & CIMA.
Many clients, in turn, realized that CPAs CPE SELF-STUDY
were the professionals who were best suited to
help them manage the chaos that 2020 brought. For more information or to make a purchase, go to aicpa.org/cpe-learning or
“Firms were there for clients when they needed call the Institute at 888-777-7077.
them,” Peterson said. “They were helping clients
get financing and offering advice on how to
change their business models temporarily or even
permanently.” GROW THE ROLE YOU PLAY IN CLIENTS’
Over time, that led to a change in clients’ ap- BUSINESSES
preciation of what CPA firms could offer them. Though the COVID-19 pandemic continues to
“Small businesses were in a panic about PPP affect everyone, many businesses are now on a
loans when they couldn’t get banks on the phone surer footing than they were two years ago. Thus,
and needed help,” said Lesley Kelly, CPA, partner now can be a good time for firms to build on the
at DarverKelly LLP, who opened her firm in July goodwill they created during the early days of the
2019 in Greenville, S.C. “Being available and pandemic and make clients aware of the advisory
empathetic with our existing clients having these role they can play, Peterson said.
issues in 2020 led to referrals to new clients as Firms can accomplish this with personal
PPP loan issues continued and evolved in 2021.” conversations during busy season and on their
“We’ve spent years telling people we could do websites and other communications. “Your
more than compliance work, that we understand message should be that you are an advocate who
business, too,” Allen said. can help small businesses be successful,” Simpson
It took the PPP to open many clients’ eyes, said. (See the sidebar “Tools for Enhancing Your
however. Because of it, “they realized we were Advisory Services.”)
good at understanding the whole picture,” he said. “CPAs need to be proactive in asking clients what
“They saw we could be tremendously valuable, and keeps them up at night,” she said. “Ask what the
many indicated that they couldn’t have navigated clients’ goals are for the next few months or years.”
the pandemic without us.” Allen recommended focusing on services that
Young’s firm had always positioned itself as an aren’t in most small businesses’ wheelhouses, such
advisory firm that would collaborate with clients as budgeting and forecasting. At his firm, for ex-
to help them meet their goals. During the first ample, “we tell the clients, ‘These are all the things
months of the pandemic her firm, like many oth- that we can do. What do you need?’” Allen said.
ers, had conversations with clients about whether Offering value billing can also help firms
they would survive and how they should revise demonstrate the value their advisory services —
their short- and long-term goals. “COVID opened including client advisory services or CAS — bring
the door to deeper discussions,” she said. “If you to clients. Allen’s firm, for instance, is in the pro-
listened to clients, you could identify ways you cess of transitioning clients to subscription-based
could assist them.” billing. They are billed monthly throughout the

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