Leslie Shiner explains why "accounting" is the wrong word to use with clients. "Let's talk about your profitability. Let's talk about your cash flow... Then their ears perk up."
Here’s what you’re looking for: Leslie Shiner
How to seize bigger opportunities by understanding and addressing a client's real business issues and life goals.
by Rick Telberg
In a market filled with accountants competing for clients and for work, how can you stand out?
Technical expertise will only take you so far. And sometimes it can even steer you wrong. At least that's the contention of Leslie Shiner of Mill Valley, Calif-based The Shiner Group, a leading small business accounting software consultancy.
With technical expertise, she warns, "If the only thing you have is a hammer, then everything looks like a nail."