October 30, 2025 • 32 mins
Most accountants aren't losing to AI, they're losing to their own bad systems.
In this episode, we sit down with Justin White, founder of JBookkeeping and a former trades business owner who’s now built a fast-growing remote firm on precision, responsiveness, and no-BS service.
He shares:
- What actually builds trust and wins clients in 2025
- Why most firms lose money before they even pick up the phone
- The questions that close 90% of his leads
- How to build a firm people remember (and refer)
- The best mindset shift he ever made and how it changed everything
🔒 If you're great at accounting but struggling to grow, this episode is your wake-up call.
🎧 Listen to the end to hear how Justin approaches pricing, referrals, and growing without a backup plan.
📲 Connect with us Justin on LinkedIn or go to jbookkeeping.biz for more insights.
This episode is brought to you by Bill.com
Ready to take your finances to the next level? See how BILL Spend & Expense can power up your business and get that free grill at http://bill.com/cfochronicles
Ready to turn your firm into a lead-generating, profit-driving machine?
We help Bookkeepers, Accountants & Fractional CFOs generate consistent local leads, book perfect-fit appointments, and close premium clients, without cold outreach or ad guesswork.
Let’s map out your growth plan together → Book your free strategy call
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_02 (00:00):
AI is gonna replace accountants.
Bookkeeping is just beancounting.
Anyone can do it.
And separating business andpersonal finances, totally
overrated.
Those are some of the mythstoday's guest, Justin White, is
out to destroy.
Justin's the founder of afast-growing remote accounting
firm built on integrity,precision, and results.
(00:20):
He's been on both sides of thetable, a business owner
frustrated by the industry, andnow a firm owner proven what it
looks like when you do it right.
Over the past few months, he'srefined his message, streamlined
his systems, and started closingthe kind of clients most firms
dream about.
Today we're breaking down howhe's doing it and what every
accountant can learn from hisjourney.
(00:41):
Justin.
Hey, how are you doing?
Thanks so much for coming to theshow.
I'm so excited to have you onhere today.
SPEAKER_01 (00:49):
Thank you for having me.
I appreciate it.
SPEAKER_02 (00:52):
Let's get right in with where we started in the
intro.
Couple hot takes right out ofthe gate.
Let's start with the big one.
You said AI will replaceaccountants.
What do you actually mean bythat?
SPEAKER_01 (01:07):
Well, you know, uh, everyone's saying AI is going to
replace accountants.
Um, but realistically, right nowit's not there, you know.
Um as things get better, um, youknow, these systems will improve
and and they'll detect thisstuff better.
But but um right now it just itis making a lot of um uh it's
(01:29):
making it tougher in theindustry because uh the systems
aren't fine-tuned 100%, I wouldsay.
So there's a lot of mistakeshappening right now.
So so you know when anythingchanges, uh there's always that
period where it's they're tryingto figure everything out.
And so us accounts actually, youknow, maybe replaced in the
future, but but right now, um,we're definitely needed uh on
(01:53):
you know, on everythingaccounting, bookkeeping.
Uh they need us for everythingright now.
SPEAKER_02 (01:58):
So all right, all right.
And what kind of accountants,bookkeepers, tax repairs do you
think should be worried?
And which ones will thrive?
SPEAKER_01 (02:09):
Um, well, the ones that worry, the ones that are
just trying to escape by, youknow, um not really providing a
lot of value to their clients.
Um, but the ones that thrivewill be the ones that, you know,
give good customer service,taking care of their clients, uh
keeping up to date oneverything.
Uh the uh on the book side, youknow, making sure they're up to
date and sending those reportsand and pointing out um, you
(02:32):
know, where their businesses areare growing and and where
they're not growing, and andgiving um ideas on how to help
people you know reduce taxes.
Because let's face it, no onewants to pay more in taxes.
Uh we pay enough already.
SPEAKER_02 (02:48):
Absolutely.
Yeah.
We just had uh um Daniel Lakecome on, one of our past guests,
a client as well, who does a lotwith tax reduction and some
solar strategies, and we gotinto a a great conversation
around that.
So for anyone listening, if youhaven't heard that one, make
sure to go check out thatepisode because, like you said,
there's no need to voluntarilypay the IRS more in taxes.
(03:10):
We pay enough.
Um, or you all pay enough.
Me and Canada, it's the CRA, andtrust me, we we pay enough to
the CRA as well.
Um, Justin, last hot take here,right out of the gate.
You also mentioned thatbookkeeping is commonly seen as
just beam counting.
Why is that so dangerous forsmall business owners to
believe?
SPEAKER_01 (03:31):
Well, that's definitely dangerous because
then anyone thinks they can doit.
And uh you start getting intothe the people's books and you
see they put things in the wrongplaces.
Um, I see a lot of people justuh, you know, they're
overstating their income even uhbecause they think they know how
the software works and theydon't.
(03:51):
And so that's uh one of thethings we provide is we're we're
certified with like the softwarewe use, so we know how they
work.
And sometimes, yeah, people arejust putting stuff in the wrong
place, it's costing them money.
Uh, but the software isn't it'sever since it came out, uh, once
QuickBooks came out back inearly 90s, actually, um, it
changed, you know.
(04:12):
Before you were just puttingnumbers in places for taxes, but
now you have reports that arevaluable that you can pull up
for your clients and and see howyour business is doing real
time.
Um, and that's what makesbookkeeping really important
these days, uh, not just puttingthem in categories, but but
actually using the software.
And and they can do everythinginvoicing, estimating, all sorts
(04:34):
of things.
So, so yeah.
SPEAKER_02 (04:36):
Yeah, awesome.
So um let's let's take it a fewsteps back because before
starting J Bookkeeping, you hada different business and you
were hiring accountants, youwere dealing with bookkeepers.
Tell me a little bit about youryour past company and what
frustrated you the most aboutyour experience when it came to
(04:59):
hiring someone to look after thenumbers and the finances for
your business.
SPEAKER_01 (05:03):
Yeah, so I had I was in the trades at a roofing
company.
Um, we built it pretty big therein the end.
Um, but the most frustratingpart for us is we'd hire
bookkeepers um and accountants,and they would say they would do
one thing and then they wouldn'tfollow through.
So we'd spend a lot of money, umyou know, six to fifteen
(05:25):
thousand a year, depending onyou know what we had going on,
what we were trying to achieve.
And for instance, just anexample, we'd hire someone to do
our taxes, and they would saythey were gonna do tax planning
with us and be with us along theway the whole year.
We would have them filed ontime, you know, no extension,
stuff like that.
And then what would happen?
We wouldn't ever hear from them.
(05:46):
Uh, we never met for plans orstrategies, and to make it
worse, they filed extensions andthen they would be filed the day
they were due in you know,September and October, depending
on the business and personalreturns.
So that stuff frustrated me.
And that's you know, I did this,I was doing this kind of on the
side a little later.
That and that's how I kind ofgot into it because of all this,
(06:09):
and uh, I wanted to helpbusinesses out, so they didn't
go through the same strugglesthat we did.
Because when you're building abusiness, you don't have time to
stay up on everything, so youhave to outsource stuff, you
know, marketing, bookkeeping, uhall this stuff has to be
outsourced so you can do whatyou do best and grow in your
business.
So so that's why why I chosethis route.
(06:30):
Um, when we ended the riffingcompany, I I wanted to do this.
SPEAKER_02 (06:33):
Yeah, though that kind of leads into my next
question.
Like, what was the moment youdecided I can do this better?
I I've had terrible, terribleexperience, terrible customer
service.
Like, was there was it um likethe straw that broke the camel's
back, or was there a bigger,more impactful moment where it's
like I've had it, enough isenough.
I'm just gonna do this myselfand and start this as a
(06:56):
business.
SPEAKER_01 (06:57):
Well, basically what you said last, you know, I've
had it.
Well, I had enough was enough,and I started learning it while
I was doing my business.
Uh the other my roofing company,so we slowly took it over, is
what we did.
Um, and then I just kept goingon from there.
But to make it a full-timebusiness, um, my dad wanted to
retire as well, and I didn'twant to run two businesses at
(07:20):
the time because now I had someclients and I had the roofing
company, and that I'm gettingold, so I just can't stay on the
roofs, you know.
My body didn't like it, so it'sso interesting.
SPEAKER_02 (07:31):
I just the contrast from roofing to to the
financials.
It's just hard to fathom likehow you go from those two
different things in onelifetime, but that's really
cool.
What what do you enjoy more?
Do you do you miss being on theroof and out in the sun on a
nice day, or and now you get tobe indoors, or I'm sure maybe
(07:51):
there's some brutal days, thecold weather on the roof?
SPEAKER_01 (07:55):
Yeah, that's tough.
I mean, so roofing was greatbecause you go in, you tear off
a roof, and you know in one ortwo days, depending on the size
of the roof, it's like a wholenew place, or I it that curb
appeal has changed.
Um, but like you said, I'm inWashington, so the weather's not
always great six months out ofthe year.
If there's rain and snow andice, and and so yeah, the winter
(08:18):
times is not as fun.
Um, I love the bookkeepingbecause I can do it remote.
I get to be on the computer, andI get to talk to people, you
know, it's not face-to-face alot of times, but it's like
this, you know, virtual.
So I still get that interaction,uh, which I enjoy.
I've always been a peopleperson.
SPEAKER_02 (08:34):
Nice, nice.
Well, Justin, you mentioned umyour firm, it's built on honesty
and ethics.
What does that actually looklike in practice?
SPEAKER_01 (09:40):
So in practice, because there's there's two ways
people do bookkeeping.
They there are people that tellyou they're gonna do your books
and accounts and all that, andthey're gonna wait till January
1st of the next year to eventouch your books.
Um, and us, like for us, it'shaving everything done on time
each month.
You know, we try to haveeverything done by the 15th of
(10:02):
the following month.
And we, you know, you have towait on on clients to get you
stuff, so it's not like you canjust have it done day one.
Uh, but we're starting them, youknow, we're going through them
monthly and stuff.
Even halfway through the month,I like to put uh you know, go
through their books and just getit all looking good, and then by
the first, it's not as muchwork.
Um, so so yeah, that's that'sthe ethical part.
(10:24):
And then also steering peoplethe right way because some, you
know, a lot of people they don'tknow what they don't know, and
and um uh they might not bedoing everything correct.
So so just making sure they getethical, get it legal, make sure
everything's 100% and they canbuild their business without
having to look over theirshoulder or worrying that they
did something wrong.
SPEAKER_02 (10:44):
That's awesome.
So it sounds like you're you'rereally also being the trusted
advisor in in that corner foryour clients as well.
SPEAKER_01 (10:52):
Yeah, yeah.
Uh because yeah, I've been onboth sides, so I understand both
sides.
And so I and if you get behindon like taxes or anything, or
you know, you even miss it byone day, you know, there's
pretty good size penalties.
Um, so so yeah, just keepingthat stuff um up to date for
customers and making sure it'son time saves them a lot of
(11:13):
money.
SPEAKER_02 (11:13):
Nice.
Are you using any um automationas far as reminders go for your
clients?
Where all right, we're coming upto the end of the month, make
sure you get us our statements,or these are dates that are uh
these are tax deadlines, so makesure you have your stuff done,
or is that a lot of manual work,or do you have some software and
(11:33):
and some tools helping you outfor that?
SPEAKER_01 (11:36):
Um, I kind of do it both ways.
I hate to say that, but I dohave a manual system just
because it's easy for me to seeall my stuff.
But I do have uh it's a productcalled Taxedome and it's like a
client portal, but also can sendreminders and stuff like that
monthly.
So depending on the client, ifit's a tax client or if it's a
bookkeeping client, you know, Ihave different reminders that go
(11:57):
out and I get a set, you know,what they are, and it just sets
all that out.
So it'll ask for statements andand all whatever the client
needs, payroll, stuff like that.
SPEAKER_02 (12:07):
Okay, sounds good.
Um, that's cool.
That's I'm sure that's superhelpful for the clients and also
just you know eliminates a lotof the work for you, and you
keep having that integrity andhonesty.
Um, real quick, Justin, can youhear the lawnmower outside?
SPEAKER_01 (12:21):
I might have to no, I can't, but I don't have you
super loud, so I can't hear it.
SPEAKER_02 (12:25):
Okay, well, I'm just gonna shut it just in case.
I know we're recording live.
Maybe that mic is uh it's noisecanceling, but we don't want to
risk it.
So hate to have that episodejust you know ruined by the
(12:46):
sound of the city lawnmowersgoing.
SPEAKER_01 (12:49):
Yeah, yeah.
SPEAKER_02 (12:50):
So Justin, in the last few months, um your
business has really taken off.
What's changed?
What's what's working well foryou?
What are some tips um that maybeyou know other firms can can
either learn from or like yeah,I guess like what's helped the
success you're starting to see?
SPEAKER_01 (13:13):
Um well I I'm gonna say you guys have been a huge
help.
Um you guys are you knowhandling my marketing and my
Google uh LSA ads, and that'sbeen helping out a ton, getting
people because you guys you'refree at my time, so you guys get
uh uh the calls in and then youyou qualify them, I would say,
(13:37):
and the ones that don't qualifydon't make it, and and then they
come to me and I get a basicallysell sell them or you know see
what they need.
I can't help everyone becauseyou don't get control what comes
in, but I I can help most.
Um uh if they're looking, youknow, right?
Not everyone.
Sometimes people want stuff andthey need stuff, right?
And um, so sometimes you justwant something, but they can't
(13:59):
quite afford it yet.
Um, but but yeah, um definitelyuh you're you guys have freed up
a lot of time because uh all thespam callers go to you instead
of me now.
SPEAKER_02 (14:10):
So all that's good.
That's that's great to hear.
I I'm curious because you'vereally been um like absolutely
crushing it with everyappointment that comes through.
It seems like if not 80-90% ofthe time, people are turning
into to um you know convertedcash in the bank, they're
converted into clients whetherone time or recurring.
(14:33):
Have have you always felt asconfident in your in your sales
ability, or what's is hasanything changed in the past, or
like how are you getting so manypeople across the line?
What what's the secret?
SPEAKER_01 (14:46):
What's the secret?
Uh, you know, I I just I askthem questions and let them
talk.
Um I you know, so example, theirbusinesses I'm dealing with, so
I ask them how long they've beenin business, what they're you
know, what they like about it,what they don't like about it,
why do they want, you know,bookkeeping or accounting, or
(15:08):
you know, and I just try to helpthem out with their need.
I don't really sell them, um, ornot hard sell, I guess.
I never liked hard sales.
I've done it in the past and Ididn't like it at all.
So I never want to be hard soldand I don't want to do that to
anyone else.
So I educate and and just showthem that you know it that they
(15:30):
do need it.
Um because most of the timepeople are calling there, they
do have a need.
Uh it's just whether or not theycan afford it or not really.
Uh yeah, so I've always hadconfidence, uh, I believe, but
but I mean you guys have helpedout a little too on this because
you've helped me kind ofdetermine my pricing and helped
me ask for more as well.
(15:51):
So that's definitely helpedincrease the revenue.
Um, because I would definitelydo things lower before, so
that's definitely been a help.
And then just what to asksometimes uh just you know,
asking the right questions isreally important and caring, you
know, you need to care aboutpeople, and and they see that.
SPEAKER_02 (16:12):
So that's great.
What you said there, I think isso important to highlight for
for everyone listening, is theeducation piece.
You're and you're askingquestions, like it sounds like
you're you're listening morethan you're speaking on the
call, and then when it's time,it's just a matter of again,
you're educating them, showingthem why it would make sense
(16:35):
because they've identified thereis a need.
It you can't sell someone whodoesn't have a need, doesn't
work, and then you're I thinklike you mentioned you're coming
across hard selling where youjust take the approach of really
just trying to learn genuinelyabout their business, it makes
sense.
Okay, this is what next stepswould look like, and because of
that, you're seeing a lot ofsuccess.
So that's that's awesome.
(16:56):
Was was it do you think uh yourexperience from running your
roofing business has translatedinto quote unquote selling
accounting bookkeeping services?
SPEAKER_01 (17:08):
Um, yeah, I mean I would say throughout my life,
because uh I've done a lot ofselling, I guess.
I've always been on that type ofline, and every endeavor has
kind of made me a little better,but yeah, the roofing definitely
helped out a lot, and and thenI've done a lot of trainings and
stuff.
Um and you know, educating, Iknow a lot in my industry.
(17:33):
Like if you want to talk to anaccountant, they want to charge
you like a$500 retainer, justtalk to them.
And I I do the free consultationand I answer questions, and
maybe I am cutting myself shorton some money sometimes, but I
think overall it works outbecause um I take the time to
listen and I get clients becauseof that.
(17:53):
Because yeah, they'll they'lltell me they called three
accountants and they they wantedmoney to talk to them, or they
said they could talk to them intwo weeks, and you know, we try
to get to them quicker than thatum as best as possible.
So I think just taking care ofthem, show them that you care,
trying to get them in and takingthe time, even if it's 30
minutes, you know, it's not ahuge amount of time, I don't
(18:16):
think.
Um when I used to do rifts, I'dspend an hour and a half a lot
of times, two hours with thecustomer.
So to me, it's not that muchtime compared to other things
I've done.
Um and and it helps them out.
SPEAKER_02 (18:28):
So yeah, that's great.
What would you say to the thelistener who's running a
bookkeeping, running anaccounting or tax firm who's
amazing at what they do, butthey just they don't feel
confident when it comes to theactual selling, speaking to the
prospect who hasn't uh aninterest in what they offer?
(18:49):
They're great at what they do,they've been relying on
referrals, but when it comes tooh no, I have to speak to
someone, and I can't grow mybusiness unless I speak to
someone and they pay me money.
What would be your advice tothat listener?
SPEAKER_01 (19:03):
Well, I would say first you get more comfortable
the more you do it, right?
Uh the more you do anything,you'll get more comfortable.
You'll laugh, but when I firststarted, I wasn't comfortable
with this.
So I have a teleprompter uphere.
Like I literally bought ateleprompter and I wrote out the
whole thing, right?
Word for word on the questions Iwould ask.
(19:25):
And um, and then I as I did itmore, then I don't use the
teleprompter anymore.
But but um yeah, I I recommendalways studying, like uh, you
know, knowing what you're gonnaask in the questions, and and
you don't have to memorize itword for word, but knowing you
know where you're gonna ask andwhere you're going, and as you
do it more and more, it becomessecond nature.
(19:46):
Um I think that's that'sdefinitely important.
And then touching on just givingout the education for free or
whatever, you know, I believereferrals are the like reviews
and referrals are the key to anybusiness these days.
Uh reviews on Googleparticularly.
And um, if you see I just had areview, a guy really wanted to
(20:10):
pay me, but I just did a30-minute consultation and it
was free.
I told him, you know, I'd ratherhave a review than charge you 50
bucks or something for our10-minute conversation.
I said, because that will meanthe world to me, and everyone
sees a review.
Um, the$50 or whatever, even ifI charge$100, that's a one-time
(20:31):
thing.
So that that's not gonna benefitme.
SPEAKER_02 (20:34):
It's so smart.
It's so smart.
Yeah, changing changing thatconsultation, offer it for free
on the front end, bit ofreciprocity built, and then just
on the back end say, hey, look,if you found this valuable,
would you mind leaving me areview on Google?
And then it sticks and you canbuild off of that.
I think that's absolutelyincredible.
That's that's great, Justin.
(20:54):
So thank you so much for sharingthat.
What's one thing uh accountantsneed to stop doing if they want
to stay relevant?
In you know, I guess there'sonly a few more months left here
in 2025, but if they want tostay relevant going into 2026
and beyond.
SPEAKER_01 (21:10):
Um well, you gotta stay up with the times.
We have the big, beautiful bill,so you definitely gotta learn
that.
Um it's I mean, they justreleased a little bit ago how
they're gonna do a lot of that.
So uh definitely have to do alot of trainings on on that.
And then, you know, you focusingon customer service because um
(21:31):
there's a lot of opportunity inthe future, you know.
Uh 75% of firm owners are likeover 70 years old.
So there's gonna be a lot ofpeople retiring in the next five
to ten years.
So there's gonna be a lot ofopportunity to for clients or
even purchasing books ofbusiness.
So you're gonna have to changewith times because you're gonna
get busy, and and so you have tobe able to be scalable um as
(21:53):
well, so you can still deliverthe customer service as you get
bigger.
Uh so you have to have goodtraining and systems in place,
um, really, if you want to grow.
And some people might not wantto grow, you know, they might
just want to be a one-man show,and that's fine too.
Uh, but but um most of us wannathere's seven steps in business,
and most of us want to get theseven where you know your
(22:14):
business grows without you, likethat's the ultimate goal uh for
most people.
SPEAKER_02 (22:18):
So yeah.
Well, let me ask you this what'swhat's your vision for the
modern bookkeeping accountingfirm, and and what will separate
the ones who grow from the oneswho fade out?
SPEAKER_01 (22:31):
Um, definitely customer service because as AI
takes over, um uh like we wentat the beginning, you know, a
lot of people view it as beingcounting and and that.
And so so providing the servicethat's valuable is gonna
separate you from from the otherfirms.
Um yeah, and in offering thatadvice or you know, directing
(22:52):
people in the right direction isreally the key because people
really appreciate that, and andthey always will come back and
tell you thank you, and thenthey'll they'll refer you.
And referrals are really um thecheapest way to get a new
client.
Um that's what I believe.
SPEAKER_02 (23:10):
So absolutely, yeah.
Referrals like from running amarketing company, I always say
to everyone, referrals are handsdown the best way to grow a
business.
But the the other side of thecoin is you need to have clients
first in order to get referrals.
When people are like, Oh, I relyon referrals in word of mouth,
but I don't have any clients orI only have a couple.
Okay, it's gonna be a prettysteep hill.
(23:32):
So invest on the marketing onthe front end to get enough
clients, do an amazing job, havethe customer service, and then
you can have referrals and wordof mouth as a I hate to say it,
but strategy.
But for the most part, referralsand word of mouth is kind of
hoping and praying.
It's not really a strategy, butwhen you're big enough, then of
course, yeah, you'll have peoplereferring, which is great.
SPEAKER_01 (23:54):
Of course, and yeah, just always going the extra mile
uh for every customer.
Um, just you know, you should dothat anyways, but that will that
will lead into referrals becausebecause they'll remember you,
you know.
If you don't do a good job,they'll remember that, but
you're gonna get the referralyou want.
So you want to do a good job nomatter what.
SPEAKER_02 (24:14):
Absolutely, absolutely.
Justin, what's been one of thebiggest mindset shifts uh that
helped you start winning moreand more and and more
consistently?
SPEAKER_01 (24:26):
Gosh, well, the biggest mindset shift.
Um, you know, I just kind ofwent for it because I'm the I'll
be honest, when I started it andwent full time and I'm in it a
couple months, and you know, Ididn't have a huge amount of
clients.
Um, you know, I I was likelooking at job sites and stuff,
like, oh my goodness, I could goget a job and oh I'm gonna make
(24:48):
60 grand, maybe a hundred granda year, maybe even 150.
But uh once I went for it allthe way, like uh just said I'm
gonna do it no matter what.
Um I'm I'm going for it.
And and that's when it changed.
Quit looking at job sites andstuff and just focus on the
business.
Um, because I, you know, I had afew businesses in the past, not
(25:08):
just roofing and other things,but but yeah, not having a
backup plan really, um, justgoing for it changes your
mindset.
And then, you know, I I writegoals, so start looking at my
goals more um and making themattainable.
You know, you know, everyone hasthat dreamer at stage one,
right?
Dreamer gonna make a milliondollars a year or whatever your
(25:29):
dream is, uh, and you want itdone tomorrow.
And that's the problem thesedays, it doesn't happen
overnight, it does take time, soyou just gotta keep sticking
with it, like keep going for it,and eventually it will work.
Um yeah, amazing.
SPEAKER_02 (25:45):
Burn the boats, there's no plan B.
Uh really I admire that aboutyou because I know when we got
started, you're like, All right,I'm I'm not massive right now,
but I I'm I want to make thiswork and I want to go in, and
and you're I mean you'reabsolutely crushing it.
Like everything that comesthrough, it's so awesome seeing
the winds channel light up andjust new revenue coming through
(26:05):
and the pipelines growing, butyou're you're a prime example of
just going all in and notlooking back.
You're like, I'm only lookingforward, this will work, and
you're you're making it happen.
So it's really cool to see.
SPEAKER_01 (26:20):
Awesome, yeah.
Thank you.
I appreciate that.
Yeah, it's a lot of work, but uhit's worth it.
That's great.
SPEAKER_02 (26:27):
So, couple final questions for you.
If if another firm owner islistening right now, someone
who's great at accounting,they're struggling to grow, what
would you tell them?
SPEAKER_01 (26:39):
Um, this is what I tell everyone.
It doesn't matter what industry,I tell them.
I mean, obviously you gotta domarketing because um people have
to know you're out there.
You can put a website up, um, itwon't get seen.
Uh, you have to get traffic toit, right?
You can put up whatever youwant, you can do social media
(27:01):
and all that, but everydifferent strategy has a
different way of doing it, andyou can't be an expert in all
those unless you're a marketerlike you.
Um, you can't be an expert inthat.
Uh so I say you have to marketfirst.
Um, I always say wrap yourvehicle because even if it's
parked, when it's parkedsomewhere, people will take a
(27:21):
picture of it.
And so um, you know, put a signin front of your house.
It always pays off.
Way more a sign might cost you$100 on the VistaPrint, and that
will help.
And I also say join a B I group,uh, uh a networking, a local
networking group.
It'll help you get.
I mean, everyone joins forreferrals, but it'll help you
(27:42):
get better at talking about yourbusiness, uh, and you know,
talking to other people uh aboutwhat you do, and you get
comfortable, and it helps youwhen you're selling, because now
you you're talking to 20 or 30or 40 business owners every
week.
Um, and and so that really helpsyou just grow overall.
So those are the things I alwaystell people.
(28:05):
Um, and then when they do it, itnormally works for them.
So so I know it works, uh, butsome people you'll have two
people one who does it and oneone who does, and the one who
does that those things, theyalways they're always
succeeding.
The ones who don't, they'realways struggling.
So you have to get out there,have to get your name out there.
I'm always looking for ways forpeople to remember me.
(28:26):
So I made mouse pads, you know.
I gave them out.
I I made like a hundred mousepads, and I I give them to all
my customers too, because thenif someone calls and says, you
know, do you have someone?
They can just look down at theirat their computer and they have
my phone number or my my myemail, my website right there
with the QR code, of course.
SPEAKER_02 (28:46):
I love it.
That's so good.
That's so good.
Um, and then just to to kind ofpiggyback off of everything you
said, just get on Google.
Like it's free to have a GoogleBusiness profile, so why not be
there?
And two, in the US, there's somany industries that are um that
you're able to run local serviceads on.
(29:06):
So just beware people aresearching for you.
Don't you don't have to playbusiness on the hard mode.
And yeah, so I just want topiggyback and throw that in
there because so many, it's likethis there's a gold mine sitting
right in front of someone, andthey they're just not aware it's
there, and it's so easy to pickup the shovel and and have all
(29:27):
those inbound calls and businesscome through.
So the nose pad idea.
I'm gonna I'm gonna make a noteof that.
We're gonna we're gonna have todo that on our side.
Justin, last last question foryou.
What's the best piece of advicethat you've ever received?
SPEAKER_01 (29:42):
Oh well, I've got a few, but I would say there are
two of them.
It doesn't matter how much moneyyou make, it matters how much
you keep, because you can makefive million a year, but you
spend five million a year, so soyou gotta be profitable and and
and then the second thing is dothe thing and have the power.
You know, if you aren'tmotivated to do something, once
(30:03):
you start doing whatever youshould be doing, then you will
gain the motivation.
And so that helps out a lot whenI'm doing stuff because uh
there's a lot of days where youknow you might be working a lot
and you might feel lazy, but youneed you really should be
marketing or doing something,and and and you don't want to,
so you just start doing whateverthat task is and you'll gain
(30:25):
that motivation, and that's thatmakes a big difference.
So those two things are reallyimportant.
SPEAKER_02 (30:30):
I love it.
That's so great, Justin.
Uh, it's been awesome watchingyou grow.
I'm excited to keep seeing thefirm grow.
Um, it's an absolute pleasureworking with you.
It I'm so thankful you came onthe podcast.
Thank you so much for sharingall of your insight, your
knowledge, and a little bitabout your story.
Um, thank you so much for comingon CFO Chronicles.
(30:53):
Thank you for having me.
Thanks for tuning in to thisepisode of CFO Chronicles, The
Secrets Behind Success.
I hope you found value intoday's conversation.
As we wrap up, I'd love for youto do two things.
First, make sure to subscribe tothis podcast so you don't miss
any future episodes.
If you enjoyed today'sdiscussion, please rate and
review the show.
It helps others discover theinsights we share here.
(31:15):
Second, if you're ready to takeyour business to the next level
and attract the high-end clientsyou deserve, head over to
accountingleadsnow.com or clickthe link in the show notes to
book your strategy call.
It's time to position yourselfas the advisor your clients
need.
And don't forget, you canconnect with me on LinkedIn to
stay up to date on what'shappening in the world of
accounting and financial growth.
We've got exciting topics comingup, so stay tuned for the next
(31:38):
episode of CFO Chronicles.
Until then, keep pushingforward.
Your growth is just onestrategic move away.
SPEAKER_00 (31:46):
Thanks for listening to CFO Chronicles, the secrets
behind success.
We hope today's episode providedvaluable strategies to help you
attract more high-payingclients.
Be sure to subscribe, follow,and share with fellow
professionals.
Connect with us on LinkedIn andleave a review or comment to
join the conversation.
(32:07):
Your feedback helps us bring youthe best insights in finance and
marketing.
Until next time, keep strivingfor success and unlocking your
business's potential.
AI is gonna replace accountants.
Bookkeeping is just beancounting.
Anyone can do it.
And separating business andpersonal finances, totally
overrated.
Those are some of the mythstoday's guest, Justin White, is
out to destroy.
Justin's the founder of afast-growing remote accounting
firm built on integrity,precision, and results.
(00:20):
He's been on both sides of thetable, a business owner
frustrated by the industry, andnow a firm owner proven what it
looks like when you do it right.
Over the past few months, he'srefined his message, streamlined
his systems, and started closingthe kind of clients most firms
dream about.
Today we're breaking down howhe's doing it and what every
accountant can learn from hisjourney.
(00:41):
Justin.
Hey, how are you doing?
Thanks so much for coming to theshow.
I'm so excited to have you onhere today.
SPEAKER_01 (00:49):
Thank you for having me.
I appreciate it.
SPEAKER_02 (00:52):
Let's get right in with where we started in the
intro.
Couple hot takes right out ofthe gate.
Let's start with the big one.
You said AI will replaceaccountants.
What do you actually mean bythat?
SPEAKER_01 (01:07):
Well, you know, uh, everyone's saying AI is going to
replace accountants.
Um, but realistically, right nowit's not there, you know.
Um as things get better, um, youknow, these systems will improve
and and they'll detect thisstuff better.
But but um right now it just itis making a lot of um uh it's
(01:29):
making it tougher in theindustry because uh the systems
aren't fine-tuned 100%, I wouldsay.
So there's a lot of mistakeshappening right now.
So so you know when anythingchanges, uh there's always that
period where it's they're tryingto figure everything out.
And so us accounts actually, youknow, maybe replaced in the
future, but but right now, um,we're definitely needed uh on
(01:53):
you know, on everythingaccounting, bookkeeping.
Uh they need us for everythingright now.
SPEAKER_02 (01:58):
So all right, all right.
And what kind of accountants,bookkeepers, tax repairs do you
think should be worried?
And which ones will thrive?
SPEAKER_01 (02:09):
Um, well, the ones that worry, the ones that are
just trying to escape by, youknow, um not really providing a
lot of value to their clients.
Um, but the ones that thrivewill be the ones that, you know,
give good customer service,taking care of their clients, uh
keeping up to date oneverything.
Uh the uh on the book side, youknow, making sure they're up to
date and sending those reportsand and pointing out um, you
(02:32):
know, where their businesses areare growing and and where
they're not growing, and andgiving um ideas on how to help
people you know reduce taxes.
Because let's face it, no onewants to pay more in taxes.
Uh we pay enough already.
SPEAKER_02 (02:48):
Absolutely.
Yeah.
We just had uh um Daniel Lakecome on, one of our past guests,
a client as well, who does a lotwith tax reduction and some
solar strategies, and we gotinto a a great conversation
around that.
So for anyone listening, if youhaven't heard that one, make
sure to go check out thatepisode because, like you said,
there's no need to voluntarilypay the IRS more in taxes.
(03:10):
We pay enough.
Um, or you all pay enough.
Me and Canada, it's the CRA, andtrust me, we we pay enough to
the CRA as well.
Um, Justin, last hot take here,right out of the gate.
You also mentioned thatbookkeeping is commonly seen as
just beam counting.
Why is that so dangerous forsmall business owners to
believe?
SPEAKER_01 (03:31):
Well, that's definitely dangerous because
then anyone thinks they can doit.
And uh you start getting intothe the people's books and you
see they put things in the wrongplaces.
Um, I see a lot of people justuh, you know, they're
overstating their income even uhbecause they think they know how
the software works and theydon't.
(03:51):
And so that's uh one of thethings we provide is we're we're
certified with like the softwarewe use, so we know how they
work.
And sometimes, yeah, people arejust putting stuff in the wrong
place, it's costing them money.
Uh, but the software isn't it'sever since it came out, uh, once
QuickBooks came out back inearly 90s, actually, um, it
changed, you know.
(04:12):
Before you were just puttingnumbers in places for taxes, but
now you have reports that arevaluable that you can pull up
for your clients and and see howyour business is doing real
time.
Um, and that's what makesbookkeeping really important
these days, uh, not just puttingthem in categories, but but
actually using the software.
And and they can do everythinginvoicing, estimating, all sorts
(04:34):
of things.
So, so yeah.
SPEAKER_02 (04:36):
Yeah, awesome.
So um let's let's take it a fewsteps back because before
starting J Bookkeeping, you hada different business and you
were hiring accountants, youwere dealing with bookkeepers.
Tell me a little bit about youryour past company and what
frustrated you the most aboutyour experience when it came to
(04:59):
hiring someone to look after thenumbers and the finances for
your business.
SPEAKER_01 (05:03):
Yeah, so I had I was in the trades at a roofing
company.
Um, we built it pretty big therein the end.
Um, but the most frustratingpart for us is we'd hire
bookkeepers um and accountants,and they would say they would do
one thing and then they wouldn'tfollow through.
So we'd spend a lot of money, umyou know, six to fifteen
(05:25):
thousand a year, depending onyou know what we had going on,
what we were trying to achieve.
And for instance, just anexample, we'd hire someone to do
our taxes, and they would saythey were gonna do tax planning
with us and be with us along theway the whole year.
We would have them filed ontime, you know, no extension,
stuff like that.
And then what would happen?
We wouldn't ever hear from them.
(05:46):
Uh, we never met for plans orstrategies, and to make it
worse, they filed extensions andthen they would be filed the day
they were due in you know,September and October, depending
on the business and personalreturns.
So that stuff frustrated me.
And that's you know, I did this,I was doing this kind of on the
side a little later.
That and that's how I kind ofgot into it because of all this,
(06:09):
and uh, I wanted to helpbusinesses out, so they didn't
go through the same strugglesthat we did.
Because when you're building abusiness, you don't have time to
stay up on everything, so youhave to outsource stuff, you
know, marketing, bookkeeping, uhall this stuff has to be
outsourced so you can do whatyou do best and grow in your
business.
So so that's why why I chosethis route.
(06:30):
Um, when we ended the riffingcompany, I I wanted to do this.
SPEAKER_02 (06:33):
Yeah, though that kind of leads into my next
question.
Like, what was the moment youdecided I can do this better?
I I've had terrible, terribleexperience, terrible customer
service.
Like, was there was it um likethe straw that broke the camel's
back, or was there a bigger,more impactful moment where it's
like I've had it, enough isenough.
I'm just gonna do this myselfand and start this as a
(06:56):
business.
SPEAKER_01 (06:57):
Well, basically what you said last, you know, I've
had it.
Well, I had enough was enough,and I started learning it while
I was doing my business.
Uh the other my roofing company,so we slowly took it over, is
what we did.
Um, and then I just kept goingon from there.
But to make it a full-timebusiness, um, my dad wanted to
retire as well, and I didn'twant to run two businesses at
(07:20):
the time because now I had someclients and I had the roofing
company, and that I'm gettingold, so I just can't stay on the
roofs, you know.
My body didn't like it, so it'sso interesting.
SPEAKER_02 (07:31):
I just the contrast from roofing to to the
financials.
It's just hard to fathom likehow you go from those two
different things in onelifetime, but that's really
cool.
What what do you enjoy more?
Do you do you miss being on theroof and out in the sun on a
nice day, or and now you get tobe indoors, or I'm sure maybe
(07:51):
there's some brutal days, thecold weather on the roof?
SPEAKER_01 (07:55):
Yeah, that's tough.
I mean, so roofing was greatbecause you go in, you tear off
a roof, and you know in one ortwo days, depending on the size
of the roof, it's like a wholenew place, or I it that curb
appeal has changed.
Um, but like you said, I'm inWashington, so the weather's not
always great six months out ofthe year.
If there's rain and snow andice, and and so yeah, the winter
(08:18):
times is not as fun.
Um, I love the bookkeepingbecause I can do it remote.
I get to be on the computer, andI get to talk to people, you
know, it's not face-to-face alot of times, but it's like
this, you know, virtual.
So I still get that interaction,uh, which I enjoy.
I've always been a peopleperson.
SPEAKER_02 (08:34):
Nice, nice.
Well, Justin, you mentioned umyour firm, it's built on honesty
and ethics.
What does that actually looklike in practice?
SPEAKER_01 (09:40):
So in practice, because there's there's two ways
people do bookkeeping.
They there are people that tellyou they're gonna do your books
and accounts and all that, andthey're gonna wait till January
1st of the next year to eventouch your books.
Um, and us, like for us, it'shaving everything done on time
each month.
You know, we try to haveeverything done by the 15th of
(10:02):
the following month.
And we, you know, you have towait on on clients to get you
stuff, so it's not like you canjust have it done day one.
Uh, but we're starting them, youknow, we're going through them
monthly and stuff.
Even halfway through the month,I like to put uh you know, go
through their books and just getit all looking good, and then by
the first, it's not as muchwork.
Um, so so yeah, that's that'sthe ethical part.
(10:24):
And then also steering peoplethe right way because some, you
know, a lot of people they don'tknow what they don't know, and
and um uh they might not bedoing everything correct.
So so just making sure they getethical, get it legal, make sure
everything's 100% and they canbuild their business without
having to look over theirshoulder or worrying that they
did something wrong.
SPEAKER_02 (10:44):
That's awesome.
So it sounds like you're you'rereally also being the trusted
advisor in in that corner foryour clients as well.
SPEAKER_01 (10:52):
Yeah, yeah.
Uh because yeah, I've been onboth sides, so I understand both
sides.
And so I and if you get behindon like taxes or anything, or
you know, you even miss it byone day, you know, there's
pretty good size penalties.
Um, so so yeah, just keepingthat stuff um up to date for
customers and making sure it'son time saves them a lot of
(11:13):
money.
SPEAKER_02 (11:13):
Nice.
Are you using any um automationas far as reminders go for your
clients?
Where all right, we're coming upto the end of the month, make
sure you get us our statements,or these are dates that are uh
these are tax deadlines, so makesure you have your stuff done,
or is that a lot of manual work,or do you have some software and
(11:33):
and some tools helping you outfor that?
SPEAKER_01 (11:36):
Um, I kind of do it both ways.
I hate to say that, but I dohave a manual system just
because it's easy for me to seeall my stuff.
But I do have uh it's a productcalled Taxedome and it's like a
client portal, but also can sendreminders and stuff like that
monthly.
So depending on the client, ifit's a tax client or if it's a
bookkeeping client, you know, Ihave different reminders that go
(11:57):
out and I get a set, you know,what they are, and it just sets
all that out.
So it'll ask for statements andand all whatever the client
needs, payroll, stuff like that.
SPEAKER_02 (12:07):
Okay, sounds good.
Um, that's cool.
That's I'm sure that's superhelpful for the clients and also
just you know eliminates a lotof the work for you, and you
keep having that integrity andhonesty.
Um, real quick, Justin, can youhear the lawnmower outside?
SPEAKER_01 (12:21):
I might have to no, I can't, but I don't have you
super loud, so I can't hear it.
SPEAKER_02 (12:25):
Okay, well, I'm just gonna shut it just in case.
I know we're recording live.
Maybe that mic is uh it's noisecanceling, but we don't want to
risk it.
So hate to have that episodejust you know ruined by the
(12:46):
sound of the city lawnmowersgoing.
SPEAKER_01 (12:49):
Yeah, yeah.
SPEAKER_02 (12:50):
So Justin, in the last few months, um your
business has really taken off.
What's changed?
What's what's working well foryou?
What are some tips um that maybeyou know other firms can can
either learn from or like yeah,I guess like what's helped the
success you're starting to see?
SPEAKER_01 (13:13):
Um well I I'm gonna say you guys have been a huge
help.
Um you guys are you knowhandling my marketing and my
Google uh LSA ads, and that'sbeen helping out a ton, getting
people because you guys you'refree at my time, so you guys get
uh uh the calls in and then youyou qualify them, I would say,
(13:37):
and the ones that don't qualifydon't make it, and and then they
come to me and I get a basicallysell sell them or you know see
what they need.
I can't help everyone becauseyou don't get control what comes
in, but I I can help most.
Um uh if they're looking, youknow, right?
Not everyone.
Sometimes people want stuff andthey need stuff, right?
And um, so sometimes you justwant something, but they can't
(13:59):
quite afford it yet.
Um, but but yeah, um definitelyuh you're you guys have freed up
a lot of time because uh all thespam callers go to you instead
of me now.
SPEAKER_02 (14:10):
So all that's good.
That's that's great to hear.
I I'm curious because you'vereally been um like absolutely
crushing it with everyappointment that comes through.
It seems like if not 80-90% ofthe time, people are turning
into to um you know convertedcash in the bank, they're
converted into clients whetherone time or recurring.
(14:33):
Have have you always felt asconfident in your in your sales
ability, or what's is hasanything changed in the past, or
like how are you getting so manypeople across the line?
What what's the secret?
SPEAKER_01 (14:46):
What's the secret?
Uh, you know, I I just I askthem questions and let them
talk.
Um I you know, so example, theirbusinesses I'm dealing with, so
I ask them how long they've beenin business, what they're you
know, what they like about it,what they don't like about it,
why do they want, you know,bookkeeping or accounting, or
(15:08):
you know, and I just try to helpthem out with their need.
I don't really sell them, um, ornot hard sell, I guess.
I never liked hard sales.
I've done it in the past and Ididn't like it at all.
So I never want to be hard soldand I don't want to do that to
anyone else.
So I educate and and just showthem that you know it that they
(15:30):
do need it.
Um because most of the timepeople are calling there, they
do have a need.
Uh it's just whether or not theycan afford it or not really.
Uh yeah, so I've always hadconfidence, uh, I believe, but
but I mean you guys have helpedout a little too on this because
you've helped me kind ofdetermine my pricing and helped
me ask for more as well.
(15:51):
So that's definitely helpedincrease the revenue.
Um, because I would definitelydo things lower before, so
that's definitely been a help.
And then just what to asksometimes uh just you know,
asking the right questions isreally important and caring, you
know, you need to care aboutpeople, and and they see that.
SPEAKER_02 (16:12):
So that's great.
What you said there, I think isso important to highlight for
for everyone listening, is theeducation piece.
You're and you're askingquestions, like it sounds like
you're you're listening morethan you're speaking on the
call, and then when it's time,it's just a matter of again,
you're educating them, showingthem why it would make sense
(16:35):
because they've identified thereis a need.
It you can't sell someone whodoesn't have a need, doesn't
work, and then you're I thinklike you mentioned you're coming
across hard selling where youjust take the approach of really
just trying to learn genuinelyabout their business, it makes
sense.
Okay, this is what next stepswould look like, and because of
that, you're seeing a lot ofsuccess.
So that's that's awesome.
(16:56):
Was was it do you think uh yourexperience from running your
roofing business has translatedinto quote unquote selling
accounting bookkeeping services?
SPEAKER_01 (17:08):
Um, yeah, I mean I would say throughout my life,
because uh I've done a lot ofselling, I guess.
I've always been on that type ofline, and every endeavor has
kind of made me a little better,but yeah, the roofing definitely
helped out a lot, and and thenI've done a lot of trainings and
stuff.
Um and you know, educating, Iknow a lot in my industry.
(17:33):
Like if you want to talk to anaccountant, they want to charge
you like a$500 retainer, justtalk to them.
And I I do the free consultationand I answer questions, and
maybe I am cutting myself shorton some money sometimes, but I
think overall it works outbecause um I take the time to
listen and I get clients becauseof that.
(17:53):
Because yeah, they'll they'lltell me they called three
accountants and they they wantedmoney to talk to them, or they
said they could talk to them intwo weeks, and you know, we try
to get to them quicker than thatum as best as possible.
So I think just taking care ofthem, show them that you care,
trying to get them in and takingthe time, even if it's 30
minutes, you know, it's not ahuge amount of time, I don't
(18:16):
think.
Um when I used to do rifts, I'dspend an hour and a half a lot
of times, two hours with thecustomer.
So to me, it's not that muchtime compared to other things
I've done.
Um and and it helps them out.
SPEAKER_02 (18:28):
So yeah, that's great.
What would you say to the thelistener who's running a
bookkeeping, running anaccounting or tax firm who's
amazing at what they do, butthey just they don't feel
confident when it comes to theactual selling, speaking to the
prospect who hasn't uh aninterest in what they offer?
(18:49):
They're great at what they do,they've been relying on
referrals, but when it comes tooh no, I have to speak to
someone, and I can't grow mybusiness unless I speak to
someone and they pay me money.
What would be your advice tothat listener?
SPEAKER_01 (19:03):
Well, I would say first you get more comfortable
the more you do it, right?
Uh the more you do anything,you'll get more comfortable.
You'll laugh, but when I firststarted, I wasn't comfortable
with this.
So I have a teleprompter uphere.
Like I literally bought ateleprompter and I wrote out the
whole thing, right?
Word for word on the questions Iwould ask.
(19:25):
And um, and then I as I did itmore, then I don't use the
teleprompter anymore.
But but um yeah, I I recommendalways studying, like uh, you
know, knowing what you're gonnaask in the questions, and and
you don't have to memorize itword for word, but knowing you
know where you're gonna ask andwhere you're going, and as you
do it more and more, it becomessecond nature.
(19:46):
Um I think that's that'sdefinitely important.
And then touching on just givingout the education for free or
whatever, you know, I believereferrals are the like reviews
and referrals are the key to anybusiness these days.
Uh reviews on Googleparticularly.
And um, if you see I just had areview, a guy really wanted to
(20:10):
pay me, but I just did a30-minute consultation and it
was free.
I told him, you know, I'd ratherhave a review than charge you 50
bucks or something for our10-minute conversation.
I said, because that will meanthe world to me, and everyone
sees a review.
Um, the$50 or whatever, even ifI charge$100, that's a one-time
(20:31):
thing.
So that that's not gonna benefitme.
SPEAKER_02 (20:34):
It's so smart.
It's so smart.
Yeah, changing changing thatconsultation, offer it for free
on the front end, bit ofreciprocity built, and then just
on the back end say, hey, look,if you found this valuable,
would you mind leaving me areview on Google?
And then it sticks and you canbuild off of that.
I think that's absolutelyincredible.
That's that's great, Justin.
(20:54):
So thank you so much for sharingthat.
What's one thing uh accountantsneed to stop doing if they want
to stay relevant?
In you know, I guess there'sonly a few more months left here
in 2025, but if they want tostay relevant going into 2026
and beyond.
SPEAKER_01 (21:10):
Um well, you gotta stay up with the times.
We have the big, beautiful bill,so you definitely gotta learn
that.
Um it's I mean, they justreleased a little bit ago how
they're gonna do a lot of that.
So uh definitely have to do alot of trainings on on that.
And then, you know, you focusingon customer service because um
(21:31):
there's a lot of opportunity inthe future, you know.
Uh 75% of firm owners are likeover 70 years old.
So there's gonna be a lot ofpeople retiring in the next five
to ten years.
So there's gonna be a lot ofopportunity to for clients or
even purchasing books ofbusiness.
So you're gonna have to changewith times because you're gonna
get busy, and and so you have tobe able to be scalable um as
(21:53):
well, so you can still deliverthe customer service as you get
bigger.
Uh so you have to have goodtraining and systems in place,
um, really, if you want to grow.
And some people might not wantto grow, you know, they might
just want to be a one-man show,and that's fine too.
Uh, but but um most of us wannathere's seven steps in business,
and most of us want to get theseven where you know your
(22:14):
business grows without you, likethat's the ultimate goal uh for
most people.
SPEAKER_02 (22:18):
So yeah.
Well, let me ask you this what'swhat's your vision for the
modern bookkeeping accountingfirm, and and what will separate
the ones who grow from the oneswho fade out?
SPEAKER_01 (22:31):
Um, definitely customer service because as AI
takes over, um uh like we wentat the beginning, you know, a
lot of people view it as beingcounting and and that.
And so so providing the servicethat's valuable is gonna
separate you from from the otherfirms.
Um yeah, and in offering thatadvice or you know, directing
(22:52):
people in the right direction isreally the key because people
really appreciate that, and andthey always will come back and
tell you thank you, and thenthey'll they'll refer you.
And referrals are really um thecheapest way to get a new
client.
Um that's what I believe.
SPEAKER_02 (23:10):
So absolutely, yeah.
Referrals like from running amarketing company, I always say
to everyone, referrals are handsdown the best way to grow a
business.
But the the other side of thecoin is you need to have clients
first in order to get referrals.
When people are like, Oh, I relyon referrals in word of mouth,
but I don't have any clients orI only have a couple.
Okay, it's gonna be a prettysteep hill.
(23:32):
So invest on the marketing onthe front end to get enough
clients, do an amazing job, havethe customer service, and then
you can have referrals and wordof mouth as a I hate to say it,
but strategy.
But for the most part, referralsand word of mouth is kind of
hoping and praying.
It's not really a strategy, butwhen you're big enough, then of
course, yeah, you'll have peoplereferring, which is great.
SPEAKER_01 (23:54):
Of course, and yeah, just always going the extra mile
uh for every customer.
Um, just you know, you should dothat anyways, but that will that
will lead into referrals becausebecause they'll remember you,
you know.
If you don't do a good job,they'll remember that, but
you're gonna get the referralyou want.
So you want to do a good job nomatter what.
SPEAKER_02 (24:14):
Absolutely, absolutely.
Justin, what's been one of thebiggest mindset shifts uh that
helped you start winning moreand more and and more
consistently?
SPEAKER_01 (24:26):
Gosh, well, the biggest mindset shift.
Um, you know, I just kind ofwent for it because I'm the I'll
be honest, when I started it andwent full time and I'm in it a
couple months, and you know, Ididn't have a huge amount of
clients.
Um, you know, I I was likelooking at job sites and stuff,
like, oh my goodness, I could goget a job and oh I'm gonna make
(24:48):
60 grand, maybe a hundred granda year, maybe even 150.
But uh once I went for it allthe way, like uh just said I'm
gonna do it no matter what.
Um I'm I'm going for it.
And and that's when it changed.
Quit looking at job sites andstuff and just focus on the
business.
Um, because I, you know, I had afew businesses in the past, not
(25:08):
just roofing and other things,but but yeah, not having a
backup plan really, um, justgoing for it changes your
mindset.
And then, you know, I I writegoals, so start looking at my
goals more um and making themattainable.
You know, you know, everyone hasthat dreamer at stage one,
right?
Dreamer gonna make a milliondollars a year or whatever your
(25:29):
dream is, uh, and you want itdone tomorrow.
And that's the problem thesedays, it doesn't happen
overnight, it does take time, soyou just gotta keep sticking
with it, like keep going for it,and eventually it will work.
Um yeah, amazing.
SPEAKER_02 (25:45):
Burn the boats, there's no plan B.
Uh really I admire that aboutyou because I know when we got
started, you're like, All right,I'm I'm not massive right now,
but I I'm I want to make thiswork and I want to go in, and
and you're I mean you'reabsolutely crushing it.
Like everything that comesthrough, it's so awesome seeing
the winds channel light up andjust new revenue coming through
(26:05):
and the pipelines growing, butyou're you're a prime example of
just going all in and notlooking back.
You're like, I'm only lookingforward, this will work, and
you're you're making it happen.
So it's really cool to see.
SPEAKER_01 (26:20):
Awesome, yeah.
Thank you.
I appreciate that.
Yeah, it's a lot of work, but uhit's worth it.
That's great.
SPEAKER_02 (26:27):
So, couple final questions for you.
If if another firm owner islistening right now, someone
who's great at accounting,they're struggling to grow, what
would you tell them?
SPEAKER_01 (26:39):
Um, this is what I tell everyone.
It doesn't matter what industry,I tell them.
I mean, obviously you gotta domarketing because um people have
to know you're out there.
You can put a website up, um, itwon't get seen.
Uh, you have to get traffic toit, right?
You can put up whatever youwant, you can do social media
(27:01):
and all that, but everydifferent strategy has a
different way of doing it, andyou can't be an expert in all
those unless you're a marketerlike you.
Um, you can't be an expert inthat.
Uh so I say you have to marketfirst.
Um, I always say wrap yourvehicle because even if it's
parked, when it's parkedsomewhere, people will take a
(27:21):
picture of it.
And so um, you know, put a signin front of your house.
It always pays off.
Way more a sign might cost you$100 on the VistaPrint, and that
will help.
And I also say join a B I group,uh, uh a networking, a local
networking group.
It'll help you get.
I mean, everyone joins forreferrals, but it'll help you
(27:42):
get better at talking about yourbusiness, uh, and you know,
talking to other people uh aboutwhat you do, and you get
comfortable, and it helps youwhen you're selling, because now
you you're talking to 20 or 30or 40 business owners every
week.
Um, and and so that really helpsyou just grow overall.
So those are the things I alwaystell people.
(28:05):
Um, and then when they do it, itnormally works for them.
So so I know it works, uh, butsome people you'll have two
people one who does it and oneone who does, and the one who
does that those things, theyalways they're always
succeeding.
The ones who don't, they'realways struggling.
So you have to get out there,have to get your name out there.
I'm always looking for ways forpeople to remember me.
(28:26):
So I made mouse pads, you know.
I gave them out.
I I made like a hundred mousepads, and I I give them to all
my customers too, because thenif someone calls and says, you
know, do you have someone?
They can just look down at theirat their computer and they have
my phone number or my my myemail, my website right there
with the QR code, of course.
SPEAKER_02 (28:46):
I love it.
That's so good.
That's so good.
Um, and then just to to kind ofpiggyback off of everything you
said, just get on Google.
Like it's free to have a GoogleBusiness profile, so why not be
there?
And two, in the US, there's somany industries that are um that
you're able to run local serviceads on.
(29:06):
So just beware people aresearching for you.
Don't you don't have to playbusiness on the hard mode.
And yeah, so I just want topiggyback and throw that in
there because so many, it's likethis there's a gold mine sitting
right in front of someone, andthey they're just not aware it's
there, and it's so easy to pickup the shovel and and have all
(29:27):
those inbound calls and businesscome through.
So the nose pad idea.
I'm gonna I'm gonna make a noteof that.
We're gonna we're gonna have todo that on our side.
Justin, last last question foryou.
What's the best piece of advicethat you've ever received?
SPEAKER_01 (29:42):
Oh well, I've got a few, but I would say there are
two of them.
It doesn't matter how much moneyyou make, it matters how much
you keep, because you can makefive million a year, but you
spend five million a year, so soyou gotta be profitable and and
and then the second thing is dothe thing and have the power.
You know, if you aren'tmotivated to do something, once
(30:03):
you start doing whatever youshould be doing, then you will
gain the motivation.
And so that helps out a lot whenI'm doing stuff because uh
there's a lot of days where youknow you might be working a lot
and you might feel lazy, but youneed you really should be
marketing or doing something,and and and you don't want to,
so you just start doing whateverthat task is and you'll gain
(30:25):
that motivation, and that's thatmakes a big difference.
So those two things are reallyimportant.
SPEAKER_02 (30:30):
I love it.
That's so great, Justin.
Uh, it's been awesome watchingyou grow.
I'm excited to keep seeing thefirm grow.
Um, it's an absolute pleasureworking with you.
It I'm so thankful you came onthe podcast.
Thank you so much for sharingall of your insight, your
knowledge, and a little bitabout your story.
Um, thank you so much for comingon CFO Chronicles.
(30:53):
Thank you for having me.
Thanks for tuning in to thisepisode of CFO Chronicles, The
Secrets Behind Success.
I hope you found value intoday's conversation.
As we wrap up, I'd love for youto do two things.
First, make sure to subscribe tothis podcast so you don't miss
any future episodes.
If you enjoyed today'sdiscussion, please rate and
review the show.
It helps others discover theinsights we share here.
(31:15):
Second, if you're ready to takeyour business to the next level
and attract the high-end clientsyou deserve, head over to
accountingleadsnow.com or clickthe link in the show notes to
book your strategy call.
It's time to position yourselfas the advisor your clients
need.
And don't forget, you canconnect with me on LinkedIn to
stay up to date on what'shappening in the world of
accounting and financial growth.
We've got exciting topics comingup, so stay tuned for the next
(31:38):
episode of CFO Chronicles.
Until then, keep pushingforward.
Your growth is just onestrategic move away.
SPEAKER_00 (31:46):
Thanks for listening to CFO Chronicles, the secrets
behind success.
We hope today's episode providedvaluable strategies to help you
attract more high-payingclients.
Be sure to subscribe, follow,and share with fellow
professionals.
Connect with us on LinkedIn andleave a review or comment to
join the conversation.
(32:07):
Your feedback helps us bring youthe best insights in finance and
marketing.
Until next time, keep strivingfor success and unlocking your
business's potential.
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