Accountant must adapt and evolve to stay relevant


Remaining relevant in an ever-changing world

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Charles Darwin said “it is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change”. The relevance of this resonates now more than ever in the accounting industry, with the introduction of new software and technology, as well as a shift from traditional compliance relationships to digitally connected consultative relationships.

There was a time when having email and a webpage were considered revolutionary for the industry, and at the time it would have been hard to believe how far the industry would have come today. With the rise in online services and accounting software for data management and book keeping, switched on accounting firms are looking at higher value added advisory services as their future business model.


Cloud accounting offers sky high potential

With client expectations climbing all the time, accountants are under pressure more than ever before. Digitally savvy clients expect firms to respond to industry advancements and implement new technologies. Cloud accounting allows for better workflow processes as well as more efficient tax preparation, freeing up more time to focus on client engagement and higher value added consulting services for your clients.

All your client information and data are captured in one place and the use of a client interface ensures clients can access their information on any device, download files and communicate with you. Having this accessibility is key to building your client relationships.


Engaging through social media

Does your online presence give clients confidence? You need to consider your social media presence and what that says to clients. If there is one rule you should follow, wherever your clients are socially active, you should be too. Using social media is key in continually engaging your clients, prospects and business partners.

Before you start enhancing your online presence, identify your overall purpose and develop a social media content plan that will bring your objectives to life. Whilst this includes LinkedIn, Facebook and Twitter, you also may want to look at blogs, videos and client forums which allow you to build trust prior to meeting with clients. Growing your social network also offers the opportunity to build your personal brand, promote your firm’s services and, with on average 57% and up to 70% of a person’s decisions being made prior to engagement1. Having a strong online presence can help attract new clients.


Look to the future

Evolving client engagement techniques to incorporate technology and digital innovation are key to remaining relevant. New software and cloud technology can free up time to focus on higher value business consulting services for your clients, and in the always connected world we live in, a strong digital presence creates new opportunities for those who are willing to adapt.

So ask yourself the question, do you have what it takes to respond to change and make it in the ‘survival of the fittest’ world of accounting?


1 2012, The Digital Evolution in B2B marketing, The Corporate Executive Board