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PERSONAL FINANCIAL PLANNING

‘Clients don’t care how and recommends networking through professional
Edwards agrees that CPAs must keep current

much you know until organizations. He’s a member of the Oregon
State Bar Association and past chairman of the
AICPA’s Personal Financial Planning Executive
they know how much you Committee. In fact, he first met Bradley through
the AICPA, and he has connected with other
care. That basically comes experts who’ve helped him better serve clients. For
example, he was able to reach out to specialists he
met through professional organizations when two
through in communication.’ offshore tax issues came up for his clients last year.
DON’T LOSE SIGHT OF HUMAN CONNECTIONS

Michael Goodman, CPA/PFS, president and founder of Wealthstream With the rise of remote technology, CPA financial
planners may need to make more effort to preserve
Advisors in New York City
the relationships they’ve built with clients. Clients,
regardless of generation, appreciate a personal
touch, Benson said. His father still works with
Detroit. Now Glazier and his colleagues are doing some of his original clients. He has attended their
more detailed projected cash flow analyses, often children’s weddings, and some of those children
looking for areas where clients can reduce their have grown up to become clients themselves.
expenses, to show them how their spending habits Those enduring relationships are good for the
could impact their future. firm, and they’re built off personal connections,
Glazier makes learning a priority in his Benson said.
practice, inviting all three full-time CPA financial It’s possible to build strong relationships with
planners on his staff — not just senior employ- your clients virtually, he said. But it might take a
ees — to participate in educational webinars and bit longer. During initial meetings, Benson aims
online trainings. By February, everyone in his to get his clients talking. “Too often advisers try to
office had already exceeded the required 40 hours spend those meetings doing all the talking to show
of CPE for this fiscal year — even though they how much they know or how they can help the
don’t need to finish until June 2022. client, but it’s much more important to listen,” he
“I think you’re not properly serving your clients said. He offers advice and recommendations only
if you don’t keep up,” Glazier said. “Twenty years after he gets to know the person, and he shows
ago, you could take one class a year and you’d be them he cares by answering the phone or quickly
fine. Now I think it’s more important than ever to replying to emails, even if just to say he received
keep up on a weekly basis.” the message and he’ll get back to them later with a
detailed response.
Communication skills will always be the most
important quality CPA financial planners can
AICPA RESOURCES possess, Goodman said. “I can’t take credit for this
quote, but I use it all the time: Clients don’t care
Articles how much you know until they know how much
“Adapting to Workplace Culture in a Virtual World,” CPA Insider, July 19, 2021 you care,” he said. “That basically comes through
in communication.” ■
“The Pandemic Pushed Us Forward. Let’s Keep Evolving,”
CPA Insider, April 26, 2021
“Show Clients Empathy in Uncertain Times,” JofA, July 16, 2020
Podcasts
“Designing Your Business Around Your Ideal Client,”
PFP Section Podcast, Nov. 5, 2021
Deeper CPA Financial Planner Connections podcast series

20 | Journal of Accountancy April 2022