Welcome
www.bizlearning.net
High Margin Activity for CPA’s
www.bizlearning.net
NABA Symposium
Lowell Wightman, M.Ed., PhD
360 Mindset
September 2...
Take Away
www.bizlearning.net
 Methods for Renewal & Recovery
 Brand and Identity Management
 Social Media Strategi...
Why Are You Here?
 My Firm Sent Me
 I Desire More Insight and Knowledge
 Networking
 I want Tangible and Intangibl...
Obstacles to Consider
1. Low self-efficacy for the perceived skills necessary
for accounting may cause African-American ...
Your Motivation
• Acceptance, the desire to avoid failure and criticism.
• Curiosity, the desire for understanding.
• E...
Your Brand & Your Identity
PA Past
• Dress Code
• Billable Hour Budgets
• Assumed High Integrity
• Tax or Audit
• In...
Social Media
Current Conditions
• Verbal vs. Social Media
• Little Human Contact- How
much of your business is face to...
Method, Strategy,
DELIVERY
• Make a choice- Web site, Twitter, Phone, Email,
Verbal Face to Face, etc.
• All methods c...
Collaboration with Purpose
Activity
 Teach a CPE class
 Ask others for help and support
 Ask to be included and inv...
Profitable Behavior
Billable Revenue
Behavior that generates revenue
1. Engagement Documentation (Tax
Returns, Financi...
Bottom Line!
Revenue – Cost =
 Billable Hours are primary focus
but cost of business is declining!?
 Focus on Person...
Summary
Have FUN
Effort Challenge
Community
Collaboration
Recognition
Renew & Refresh
www.bizlearning.net
References
Achers, Shawn (2010), The Happiness Advantage, Random House, New York,
NY
Bennis, Warre...
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NABA Southern Symposium: Career Management: High Margin Activity for CPA’s - Lowell Wightman

Methods for Renewal & Recovery Brand and Identity Management Social Media Strategies Collaboration Insights Profitable Behavior Strategies
Published on: Mar 3, 2016
Published in: Career      
Source: www.slideshare.net


Transcripts - NABA Southern Symposium: Career Management: High Margin Activity for CPA’s - Lowell Wightman

  • 1. Welcome www.bizlearning.net
  • 2. High Margin Activity for CPA’s www.bizlearning.net NABA Symposium Lowell Wightman, M.Ed., PhD 360 Mindset September 25, 2014
  • 3. Take Away www.bizlearning.net  Methods for Renewal & Recovery  Brand and Identity Management  Social Media Strategies  Collaboration Insights  Profitable Behavior Strategies
  • 4. Why Are You Here?  My Firm Sent Me  I Desire More Insight and Knowledge  Networking  I want Tangible and Intangible Skill www.bizlearning.net Development  I Desire to be a Leader in my Field  I needed a break
  • 5. Obstacles to Consider 1. Low self-efficacy for the perceived skills necessary for accounting may cause African-American students to avoid accounting as a career. 2. Differences in the extent to which work values match perceived outcomes may lead African-American students to choose careers other than accounting. 3. Cultural differences in social values may lead African-American students to choose careers other than accounting. 4. Perceptions of discrimination may lead African- American students to choose careers other than accounting. 5. Lack of access to information about accounting may lead African-Americans to be less likely to choose accounting as a career. * www.bizlearning.net George Washington Carver Research in Higher Education Journal, 2011*
  • 6. Your Motivation • Acceptance, the desire to avoid failure and criticism. • Curiosity, the desire for understanding. • Eating, the desire for food. • Expedience, the desire to act out of self-interest. • Family, the desire to raise children and to spend time with siblings. • Idealism, the desire for social justice. • Interdependence, the desire to trust others to meet one's needs. • Order, the desire to be organized and clean. • Physical Activity, the desire for muscle exercise. • Power, the desire for influence or leadership. • Beauty, the desire for romance and sex. • Saving, the desire to collect. • Social Contact, the desire for peer companionship. • Status, the desire for respect based on social standing. • Tranquility, the desire to be free of anxiety and pain. • Vengeance, the desire to confront those who offend.  Everyone Embraces all 16 desires  The degree of desire defines you  How you prioritize your desire reveals your motivation  Mind/Body connection is enriched with greater personal clarity. What Drives You* Reiss, 2013 * www.bizlearning.net
  • 7. Your Brand & Your Identity PA Past • Dress Code • Billable Hour Budgets • Assumed High Integrity • Tax or Audit • Industry Focus • Work for a Big 8 Firm • Work first Family Second PA Future • Dress to Fit the Situation • Be Profitable • Earn Trust & Integrity • Build Lasting Client Relationships • Discover your Skill & Business Niche • Find the Best Fit • Seek Quality of Life www.bizlearning.net
  • 8. Social Media Current Conditions • Verbal vs. Social Media • Little Human Contact- How much of your business is face to face? • Regardless of the communication form listening is critical (65% of our messages are decoded by means other than our words) • Why choose one method over another? • Select most effective form for given circumstances • Remove barriers to effective communication Post It Note Voicemail Email Texting Facebook, My Space, etc. Twitter Snapchat Vibe Google Plus Foursquare Swarm Linkedin Web Site- w/ E-Commerce and w/o www.bizlearning.net
  • 9. Method, Strategy, DELIVERY • Make a choice- Web site, Twitter, Phone, Email, Verbal Face to Face, etc. • All methods connect- Web site links, twitter, Facebook, and texts. • Always bring communication to closure o Stay positive o Listen with the intent to understand- Empathic o Ask for understanding often www.bizlearning.net
  • 10. Collaboration with Purpose Activity  Teach a CPE class  Ask others for help and support  Ask to be included and invite others to client visits  Write technical articles with co-workers  Volunteer for Community Service Projects Purpose  Understand the needs of your colleagues and promote collaboration  Positive Humility builds trust and integrity  This is a behavior that tests trust and can galvanize colleague and client relationships  Publish the article and learn new concepts through the process  Sincerely put yourself in a position to help and improve the conditions of others. www.bizlearning.net
  • 11. Profitable Behavior Billable Revenue Behavior that generates revenue 1. Engagement Documentation (Tax Returns, Financial Stmt, etc.) 2. Engagement Research 3. Client Meetings – with purpose and mindful of need 4. Engagement Document Processing and Filing- Quality Process creates Quality work product. Invested Expense Behavior that enhances billable potential 1. Nutrition 2. Physical Activity 3. Meditation 4. Sleep 5. CPE study 6. Networking www.bizlearning.net
  • 12. Bottom Line! Revenue – Cost =  Billable Hours are primary focus but cost of business is declining!?  Focus on Personal Development is key to Revenue generation and managing cost  Positive Collaboration is essential for client and practice retention Gross/Net Profit  CPA Net Profit Nationally is appx. 21% *  Cost of Sales 7%*  CPA firms average 60 hour work weeks.  43 hr./wk. are available to train, prepare, present, renew and recharge. * Forbes, 03-29-2013 www.bizlearning.net
  • 13. Summary Have FUN Effort Challenge Community Collaboration Recognition Renew & Refresh
  • 14. www.bizlearning.net References Achers, Shawn (2010), The Happiness Advantage, Random House, New York, NY Bennis, Warren (1989), Why Leaders Can’t Lead, The Unconscious Conspiracy Continues, Jossey-Bass, Los Angeles, CA Johnson, Craig (2012), Meeting the Ethical Challenges of Leadership- Casting Light or Shadow, Sage Publishing, Thousand Oaks, CA Northouse, Peter G. (2010), Leadership Theory and Practice, Fifth Edition, Sage Publishing, Thousand Oaks, CA Reiss, Steven (2013), The Reiss Motivation Profile, IDS Publishing, Worthington, OH Barriers to Accounting as a Career Choice for African-American Students, Research in Higher Education Journal

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