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Art of Accounting: How to make clients your sales team

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Complimentary Access Pill

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Many CPA firms rely on client referrals for growth. I consider referrals a validation of a satisfied client. 

Occasionally the lack of referrals is because a client likes you and wants to continue using you but does not feel confident that you would do a good job for someone they might refer you to. There could be many reasons for this. If you feel their reticence is valid, then I suggest you examine the relationship and what might be done to right it so they will become a raving fan. Many of these clients feel that what you do for them is good and is part of the overall package of the relationship that they are happy about being with you. However, they feel something is lacking and that is what’s holding them back from referring you.

That is an important issue, but today I want to suggest ways to get more referrals from existing clients who are truly happy about their relationship with you, and I will start with a short story.

In the early 1990s we hired a full-time salesperson who was not an accountant, but a “professional” salesperson. We gave him a list of our clients and told him not to contact any of them, and otherwise, anyone else was fair game for him. About a month into the relationship, I overheard the receptionist buzz him and tell him that Mr. Soandso was on the phone. Later in the day I asked him why Mr. Soandso called him and he said he returned a call he made to him. He missed seeing his name on our client list and I called the client to apologize for the intrusion, explaining the call was from a salesman we hired. The client said he was not aware we wanted new business and the following month he recommended three clients to us!

That experience taught us that you have to let clients know you want to grow and would appreciate any referrals. We thought about this and realized that barring dissatisfaction with your services, the two major reasons clients do not recommend you are: 1) they do not think about it; and 2) they do not know how to go about it.

This led to us making a greater effort asking our clients for referrals and to develop “materials” for clients to use when referring us. We then considered our clients to be our sales force.

We changed the way we spoke and learned to never say we are busy or too busy and now we say, “We are doing quite well but are looking to grow,” followed by “and we would always appreciate referrals. They are important to us.” 

As “sales managers” we need to manage our referral base, which are our clients, professionals we interact with, bankers and pretty much everyone else we know, including our alumni and other CPAs. The way we go about this is to develop fact sheets, blogs, memos and speech handouts on the many specializations and industries we have expertise in and send them to targeted clients. Email has become a ubiquitous way to distribute much of this material. However, we also want to create a personal connection, and we do this by postal mailing printed copies to people we think are interested in those topics or who know people they could refer. We include a handwritten note saying, “The enclosed is something we wrote (or presented) and I think you would enjoy seeing it. Also, I would appreciate any comments or questions you have. Further if you think you want to proceed.”

I believe postal mailed information that is not immediately thrown away will linger for a while in sight of the recipient, giving it a much greater shelf life than an email. Note that it helps if you have a mailing address where they will receive that piece of mail. Many people now work virtually and only sporadically go into their office. If you can, mail it to their house. I am a stamp collector and when I mail this material, I try to select attractive stamps that also get attention. I have a few stories about clients I’ve gotten or friendships that developed because of my choice of stamps. In many cases the mail is sent by an express service or with a postage meter — that’s OK too.

Whenever we speak with business and larger tax clients, we try to make them aware of a new service that they might be particularly interested in. You can prepare some notes on some added services you could provide to each of your clients that you have meetings with. I prepare notes about two or three added services and usually get one added engagement every other time I meet with a client.

Another thing you can do is adopt my 1/20th Tax Client marketing method. This involves calling tax clients with a goal of getting added engagements from 5% of your tax clients each year. This might require contacting many more clients, perhaps as many as 15%, in order to achieve your goal. However, none of the extra calls are wasted because they are a way to let these clients know about the additional services you offer and to also suggest that they let anyone they know that they think would need such services about you. This works wonders! The 1/20th rule is explained and included in my checklist file which you can download for free here.

A final suggestion, for now, is to inform your staff about the importance of added engagements from clients, make them aware of what you offer, and how to approach it and look for openings. This takes some effort and training but is a very small investment with a very large payback with added business, better and more thorough services to clients, and more involved and aware staff.

The above might seem daunting, but it isn’t. It is many small things pieced together to create a very large whole. The goal is to make your clients more effective in referring you and more aware about how to do it. I did and do everything and this all works. 

And be the sales manager your clients, i.e., your sales staff needs.

Do not hesitate to contact me at [email protected] with your practice management questions or about engagements you might not be able to perform.

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Accounting

Tax Fraud Blotter: Crooks R Us

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The shadow knows; body of evidence; make a Note of it; and other highlights of recent tax cases.

Newark, New Jersey: Thomas Nicholas Salzano, a.k.a. Nicholas Salzano, of Secaucus, New Jersey, the shadow CEO of National Realty Investment Advisors, has been sentenced to 12 years in prison for orchestrating a $658 million Ponzi scheme and conspiring to evade millions in taxes.

Salzano previously pleaded guilty to securities fraud, conspiracy to commit wire fraud and conspiracy to defraud the U.S., admitting that he made numerous misrepresentations to investors while he secretly ran National Realty. From February 2018 through January 2022, Salzano and others defrauded investors and potential investors of NRIA Partners Portfolio Fund I, a real estate fund operated by National Realty, of $650 million.

Salzano and his conspirators executed their scheme through an aggressive multiyear, nationwide marketing campaign that involved thousands of emails to investors, advertisements, and meetings and presentations to investors. Salzano led and directed the marketing campaign that was intended to mislead investors into believing that NRIA generated significant profits. It in fact generated little to no profits and operated as a Ponzi scheme.

Salzano stole millions of dollars of investor money to support his lavish lifestyle, including expensive dinners, extravagant birthday parties, and payments to family and associates who did not work at NRIA. He also orchestrated a separate, related conspiracy to avoid paying taxes on his stolen funds.

He was also sentenced to three years of supervised release and agreed to a forfeiture money judgment of $8.52 million, full restitution of $507.4 million to the victims of his offenses and $6.46 million to the IRS.

Marina del Rey, California: Tax preparer Lidiya Gessese has been sentenced to 41 months in prison for preparing and filing false returns for her clients and for not reporting her income.

Gessese owned and operated Tax We R/Tax R Us and Insurance Services from 2013 through 2019 and charged clients $300 to $800. Gessese would then prepare returns that included claims to deductions and credits she knew her clients were not entitled to, including falsely claiming dependents, earned income credits, the American Opportunity Credit, Child Tax Credits, business deductions, education expenses or unreimbursed employee business expenses. The illegitimate claims led to some $1,135,554.64 issued by the IRS for 2010 through 2018.

She failed to report, or underreported, her own income for 2010 through 2018, some of which included improperly diverted funds from clients’ inflated or fraudulent refunds, causing a tax loss of $488,276.

Gessese, who pleaded guilty in April, was also ordered to pay $1,096,034.01 to the IRS and $53,526.95 to her other victims.

Fullerton, California: In Chun Jung of Anaheim, California, owner of an auto repair business, has pleaded guilty to filing false returns for 2015 to 2022, underreporting his income by at least $1,184,914.

He owned and operated JY JBMT INC., d.b.a. JY Auto Body, which was registered as a subchapter S corp. Jung was the 100% shareholder.

Jung accepted check payments from customers that he and his co-schemers then cashed at multiple area check cashing services; the cashed checks totaled some $1,157,462. Jung withheld the business receipts and income from his tax preparer and omitted them on his returns.

He will pay $300,145 in taxes due to the IRS and faces a $250,000 penalty and up to three years in prison. Sentencing is Jan. 31.

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Tucson, Arizona: Tax preparer Nour Abubakr Nour, 34, has been sentenced to 30 months in prison.

Nour, who pleaded guilty a year ago, operated the tax prep business Skyman Tax and for tax years 2016 through 2018 prepared and filed at least 27 false individual federal income tax returns for clients.

These returns included falsely claimed business income that inflated refunds so that he could pay himself large prep fees. Nour’s clients had no knowledge that he was filing false tax returns under their names.

Nour was also ordered to pay $150,154 in restitution to the United States for the false tax refunds.

Farmington, Connecticut: Tax preparer Mark Legowski, 60, has been sentenced to eight months in prison, to be followed by a year of supervised release, for filing false returns.

From January 2015 through December 2017, Legowski was a self-employed accountant and tax preparer doing business as Legowski & Co. Inc. He prepared income tax returns for some 400 to 500 individual clients and some 50 to 60 businesses.

To reduce his personal income tax liability for 2015 through 2017, Legowski underreported his practice’s gross receipts by excluding some client payment checks. He then filed false personal income tax returns that failed to report more than $1.4 million in business income, which resulted in a loss to the IRS of $499,289.

Legowski, who pleaded guilty earlier this year, has paid the IRS that amount in back taxes but must still pay penalties and interest. He has also been ordered to pay a $10,000 fine.

Wheeling, West Virginia: Dr. Nitesh Ratnakar, 48, has been convicted of failing to pay nearly $2.5 million in payroll taxes.

Ratnakar, who was found guilty of 41 counts of tax fraud, owned and operated a gastroenterology practice and a medical equipment manufacturer in Elkins, West Virginia. He withheld payroll taxes from employees’ paychecks and failed to make $2,419,560 in required payments to the IRS. Ratnakar also filed false tax returns in 2020, 2021 and 2022.

He faces up to five years in prison for each of the first 38 tax fraud counts and up to three years for the remaining counts.

Orlando, Florida: Two men have been sentenced for their involvement in the “Note Program,” a tax fraud.

Jasen Harvey, of Tampa, Florida, was sentenced to four years in prison and Christopher Johnson, of Orlando, was sentenced to 37 months for conspiring to defraud the U.S.

From 2015 to 2018, they promoted a scheme in which Harvey and others prepared returns for clients that claimed that large, nonexistent income tax withholdings had been paid to the IRS and sought large refunds based on those purported withholdings. The conspirators charged fees and required the clients to pay a share of the fraudulently obtained refunds to them.

Overall, the defendants claimed more than $3 million in fraudulent refunds on clients’ returns, of which the IRS paid about $1.5 million.

Both were also ordered to serve three years of supervised release. Johnson was also ordered to pay $864,117.42 in restitution to the United States; Harvey was ordered to pay $785,858.42 in restitution. Co-defendant Arthur Grimes will be sentenced on Jan. 13.

Ft. Lauderdale, Florida: Tax preparer Jean Volvick Moise, 39, has been sentenced to three years in prison for filing false income tax returns.

Moise prepared false returns for clients to inflate refunds. He prepared returns which included, among other things, false dependents, false 1099 withholdings, false educational credits and false Schedule C expenses, often for businesses which did not exist. Moise’s fee was larger than the typical one charged by a tax preparer.

Moise filed hundreds of false returns that caused the IRS to issue more than $574,000 in fraudulent refunds.

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Accounting

Accounting in 2025: The year ahead in numbers

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With 2025 almost upon us, it’s worth thinking about what the new year will bring, and what accounting firms expect their next 12 months to look like.

With that in mind, Accounting Today conducted its annual Year Ahead survey in the late fall to find out firms’ expectations for 2025, including their growth expectations, their hiring plans, their growth expectations, how they think tax season will play out and much more. The overall theme: Thing are going well, but there are elements of friction holding them back, particularly when it comes to moving to more of a focus on advisory services.

You can see the full report here; a selection of key data points are presented below.

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Accounting

On the move: Withum marks over a decade of Withum Week of Caring

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Citrin Cooperman appoints CIO; PKF O’Connor Davies opens new Fort Lauderdale office; and more news from across the profession.

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