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Art of Accounting: How to make clients your sales team

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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

Global ESG Reporting Standards and Double Materiality Compliance

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Corporate accounting departments face expanding reporting expectations as international sustainability disclosure standards achieve regulatory enforcement across major global jurisdictions. Chief Accounting Officers (CAOs) and corporate controllers are establishing rigorous internal accounting controls to treat Environmental, Social, and Governance (ESG) metrics with the same data precision, auditability, and governance as traditional financial statements.

Regulatory Harmonization Under Global Sustainability Frameworks
The implementation of standardized sustainability reporting frameworks—notably rules established by international sustainability accounting boards—has created unified expectations for public and large private enterprises. Corporations must report standardized metrics covering greenhouse gas emissions (Scope 1, 2, and material Scope 3), energy utilization, workforce demographics, and supply chain governance.

In Europe and other participating international jurisdictions, double materiality principles are mandatory. Under double materiality, organizations must report both how external sustainability risks impact corporate financial performance, and how internal corporate operations affect surrounding environmental and social structures.

Integrating Sustainability Metrics into Core ERP Systems
To provide auditable non-financial data, enterprise organizations are integrating specialized carbon accounting and ESG management platforms directly into core ERP systems. Automated data collectors capture energy utility invoices, logistics fuel consumption metrics, and vendor compliance records in real time.

Establishing automated, traceable data pipelines ensures that non-financial reporting is supported by clear audit trails. This structured approach allows external financial auditors to provide reasonable assurance on sustainability disclosures during annual corporate reporting cycles.

Financial Impacts and Capital Market Disclosure
Accurate ESG reporting directly influences corporate cost of capital and institutional credit ratings. Commercial lenders and institutional asset managers systematically incorporate sustainability metrics into risk pricing models. Companies that demonstrate transparent, verifiable progress in operational energy efficiency and climate risk mitigation benefit from expanded access to green bond markets and lower debt pricing.

Action Steps for Accounting Leadership
1. Implement Double Materiality Frameworks: Conduct comprehensive assessments to identify material financial and operational sustainability metrics.
2. Build Auditable Non-Financial Data Pipelines: Automate ESG data collection within core accounting software to ensure data integrity.
3. Align Sustainability with Annual Financial Filings: Prepare non-financial disclosures concurrently with financial statements to satisfy regulatory audit expectations.

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Accounting

Modernizing Internal Controls: Machine Learning and Continuous Monitoring in Auditing

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Internal audit departments and corporate risk managers are modernizing internal control frameworks by shifting from periodic sampling techniques to continuous monitoring and machine learning analytics. As operational data volumes increase across enterprise organizations, automated control testing ensures financial integrity, prevents corporate fraud, and streamlines annual audit engagements.

The Limitation of Periodic Audit Sampling
Historically, internal and external auditors evaluated internal controls by reviewing random samples of financial transactions—often analyzing less than five percent of total ledger entries. In complex enterprise environments, periodic sampling methods carry inherent risks of overlooking localized financial misstatements, unauthorized disbursements, or operational control breakdowns.

In 2026, progressive internal audit functions are utilizing automated continuous monitoring platforms that evaluate one hundred percent of financial transactions in real time. Continuous control auditing systems continuously monitor general ledger entries, procurement approvals, and expense reimbursements across all operating subsidiaries.

AI-Powered Fraud Detection and Anomaly Identification
Machine learning models trained on historical corporate financial data excel at identifying subtle transactional anomalies that indicate potential fraud or operational error. Automated systems instantly flag duplicate invoice payments, unapproved vendor creation, unusual journal entry timing, and unauthorized override of authority thresholds.

When an anomaly is detected, the automated auditing platform generates an instant risk alert, allowing internal audit teams to investigate root causes immediately. Early detection prevents minor operational errors from escalating into material weaknesses in financial reporting.

Streamlining External Audit Preparation
Continuous internal control monitoring delivers significant benefits during annual external financial audits. External audit firms can review continuous audit logs and automated control testing documentation, reducing the time required for manual field testing.

This integrated approach lowers overall audit compliance fees, reduces administrative burdens on corporate accounting staff, and provides senior management and audit committees with real-time visibility into the organization’s overall risk profile.

Core Implementation Guidelines
1. Transition to 100% Data Testing: Replace legacy sampling methods with automated continuous audit monitoring systems.
2. Deploy Anomaly Detection Algorithms: Implement machine learning models to identify unauthorized transactions and operational control overrides.
3. Align Internal and External Audit Workflows: Coordinate continuous control testing protocols with external auditors to optimize annual compliance cycles.

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Accounting

Automated Tax Compliance and Global Regulatory Harmonization in 2026

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Corporate tax accounting departments are navigating an era of unprecedented regulatory complexity as global tax harmonization frameworks take full effect alongside real-time digital tax reporting mandates. Tax directors and accounting teams are adopting cloud-based tax compliance automation tools to manage multi-jurisdictional tax liabilities and satisfy stringent reporting rules across international jurisdictions.

Implementation of Global Minimum Tax Provisions
The implementation of international tax reform agreements—notably the Pillar Two global minimum tax framework—has reshaped multinational corporate tax planning. Multinational enterprises with consolidated revenues exceeding established thresholds must ensure an effective tax rate of at least 15% across every jurisdiction in which they operate.

Accounting teams are implementing specialized tax calculation modules integrated directly into enterprise resource planning (ERP) platforms. These automated tools calculate effective tax rates per country, identify top-up tax liabilities, and generate standardized compliance documentation required by national tax authorities.

Real-Time Digital Invoicing and E-Reporting Mandates
Tax authorities across Europe, Latin America, and Asia-Pacific have enacted mandatory electronic invoicing (e-invoicing) and continuous transaction controls (CTC). Under these systems, corporate transaction data must be submitted electronically to government portals in real time at the point of sale or invoice issuance.

This shift toward continuous digital tax reporting eliminates traditional annual tax audits in favor of ongoing automated compliance monitoring. Accounting departments are upgrading invoicing software to ensure seamless XML data formatting, digital signature authentication, and real-time validation against tax authority databases.

Automation and Data Analytics in Corporate Tax Strategy
To keep pace with dynamic tax legislation, tax departments are transitioning from reactive compliance teams to proactive strategic advisors. Machine learning algorithms analyze corporate transactional data to identify tax credits, research and development (R&D) incentives, and cross-border transfer pricing adjustments.

By automating routine tax return filings and calculations, corporate tax directors can focus on long-term capital structuring, evaluating the tax implications of corporate mergers, and optimizing international supply chain networks.

Strategic Priorities for Tax Executives
1. ERP System Upgrades: Ensure enterprise software is capable of generating real-time, granular tax data required for global minimum tax compliance.
2. E-Invoicing Integration: Implement scalable e-invoicing platforms to satisfy regional continuous transaction control regulations.
3. Strategic Tax Analytics: Utilize predictive tax modeling tools to evaluate structural changes in corporate operations and cross-border trade.

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