This week on the Expert Voices podcast, Randy Wootton, CEO of Maxio, speaks with Rob Brown, Co-Founder of Accounting Influencers Roundtable (AIR), and author of the book “Build Your Reputation.” Rob and Randy delves explore the evolving responsibilities of accountants and accounting firms as they navigate an industry that demands a shift from traditional compliance to more strategic advisory roles. Rob touches upon the challenges faced due to an aging profession, technological advancements, and the shift towards value-added services. Listen this week as Rob shares effective strategies for making an impact and selling to accountants, highlighting the significance of establishing authentic partnerships and providing impactful solutions. 

Quotes

• “Accountants have to be able to sell an argument, an opinion, an excuse, a statement, a fact. They have to be able to get behind the stats. You're asking much more of an accounting and finance professional now than you ever were. That is why it's rarefied air to get somebody that can do all of those things and this is why we've got a problem.” -Rob Brown [18:54]

• “There's so many different ways to define an influencer. There's a lot of people that make a lot of noise on social media and they look popular and they have thousands of followers, but their content is lousy. It's lame. It's unoriginal. It's not innovative. They've regurgitated it from other people or they've said the same thing for years. You would look at them and think they're influencers. But I measure influence by relationships rather than noise and social media metrics.” - Rob Brown[48:27]

Expert Takeaways 

• The transition from traditional teaching to influencing the accounting industry is underscoring the need for education systems to instill real-life applicable skills.
• Accounting is an aging profession facing a talent shortage, prompting a shift from compliance-centric roles to advisory and consultative engagements.
• Technological savviness, commercial acumen, people skills, and selling abilities are identified as key skills for modern accounting professionals to remain relevant.
• Private equity firms are increasingly investing in accounting firms, seeing potential in streamlining operations and capitalizing on technological efficiencies.
• Selling to accountants is challenging due to their risk-averse nature; building strategic partnerships and establishing credibility is crucial for success in this market.

Timestamps

(00:02) Rob Brown intro

(06:23) The evolving relationship between accounting firms and startups

(11:33) Accountants are reinventing themselves as consultants, coaches, and mentors

(19:18) The need for additional certifications to develop business awareness

(25:47) AI may not have a rapid impact on the accounting industry

(34:05) Three ways to get the attention of accountants

(39:41) Understanding the target market

(45:15) Focusing on deep work

(50:37) The difference between influence and impact

Links

MAXIO

Upcoming Events

Maxio Institute Report

Randy Wootton LinkedIn

Rob Brown LinkedIn

Accounting Influencers Roundtable