Accounting Influencers Roundtable


Accountants – Make Good Clients Great: Susan Bryant

In this expert interview with Susan Bryant, we take a look at how to make good clients, great and the number one reason accountants under-value themselves and their knowledge.

Episode 103. In today’s interview, “Accountants – Make Good Clients Great: Susan Bryant.”

Susan Bryant is a CPA with a vision to help business owners achieve their dreams. She has been voted Top 50 Women in Accounting and works with the MB Group leading lead the Accounting Services team. Her favourite roles are being the architect of accounting processes, an M&A advisor and a tax strategist. Susan’s passion is transforming the lives of business owners by bringing order to the finance function and alleviating stress around taxes through proper and timely planning.

★ how accountants can transform companies by professionalising the finance function

★ a formula that accountants can follow to increase value for their business clients

★ how most business owners have a poor grasp of accounting and actually do not want to get involved in the numbers

★ what happens when business owners and entrepreneurs neglect solid accounting and financial advice

★ why tax planning as a core service is so vital for accountants and why must convince their clients to invest in it

★ the problems in expecting accountants and CPAs to be future-oriented

★ the number one reason accountants under-value themselves and their knowledge

★ valuable tips to help accountants justify the prices they charge for their services

★ the importance for accountants to educate clients on how they price, work and measure results

★ why successful accounting is 90% communication when creating a strong client experience

★ what prevents accountants from communicating properly to their clients and the problems this creates

★ the single biggest reason accounting firms should standardise processes and create standard operating procedures (systems)

★ what makes onboarding such a critical but intensive process for accountancy practices

★ why running an accounting practice or CPA firm should be viewed as running a regular business vz a professional services firm

★ what accountants should do to educate their clients and make them better to work with

★ why some accountants get pushed around by their business clients

★ what accountants and CPAs should do with clients who do not conform to their ways of working

★ why ‘honest conversations with clients’ are tough for accountants and how they can develop the courage to have them

★ effective tips to help accounting practices recruit better people

Outside work, you’ll find Susan whipping up new dishes in the kitchen, shopping at the mall with her teenage daughters, planning (in excruciating accountant-like detail) her next vacation and, if it’s Christmas-time, glued to the Hallmark Channel.


The Accounting Influencers Podcast is a CPE-accredited daily radio-style show with four segments coming out every Monday which are repeated on the other 4 weekdays as standalone episodes, plus a bonus ‘from the client’s perspective’ episode on Saturdays. On Sundays, listeners get a short min trailer for the coming week’s episodes.

Every Tuesday the show gives you a relevant news topic from the accounting and fintech world with a direct application to accountants, CPAs and bookkeepers. Great to stay informed and build your commercial acumen.

Every Wednesday and Friday, we feature an uncut interview with top authors, leaders, thinkers and performers in the accounting and fintech world.

Every Thursday the show gives you a practical ‘here’s what works’ tips concerning a key challenge, need or strategy for accountants, CPAs and bookkeepers. Great to stay current and keep your skills topped up.

Finally, every Saturday gives listeners a bonus episode which focuses on the buyers of accounting services – the clients themselves. In particular how they feel, react to and experience their interactions with accountants. That includes why they buy or don’t buy, why they move or stay and why they think how they think about you, your firm, your prices and your offerings.

Martin and Rob love to hear from the show’s 22,000 unique listeners in 150 countries around the world. If you like the show and listen to multiple episodes, we’d really appreciate your appreciation with a review or rating. As most of our listeners tune in via Apple podcasts…

How to leave a review on Apple Podcasts

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③ Scroll down to find the subhead titled “Ratings & Reviews.”

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Anything about the style of the show, the frequency, the content, the CPE/CPD, the hosts Martin and Rob, the guests, the different segments or something in particular that’s made a difference. Listeners can rate the show on a scale of one to five stars and can also add a written review. 

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AIR Admin