Hire sales before you feel ready. In this episode, Matt Patrick and Shelby Betts pull back the curtain on building a sales team inside an accounting firm: why clients don’t need an accountant to say yes, the simple math to justify the role, and the non-negotiables before you hire.

We dig into defining your box, comp plans that are coin-operated and simple, and why you should never throttle sales when capacity gets tight. We also get tactical: marketing should feed 30–50 percent at best, hunters must build pipeline, the must-have tech stack, and the weekly cadence that drives first-time appointments.

If you’re an owner or in-house marketer tired of carrying every sales call, this is your playbook to attract, qualify, and close better-fit clients.

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Fort Wayne firm owner Mike Sylvester breaks down how his 3‑partner shop runs a calm, profitable practice: 32‑hour off‑season weeks, no second tax season, and a qualification funnel that turns 530 inquiries into right‑fit clients.

We get into a staff-first culture that crushes turnover, adding friction to onboarding, SEO that still works, moving off Intuit payroll, and packaging for 2026. Plus Mike’s take on AI: garbage in, garbage out, and why 60 percent of new clients arrive with a mess. If you want a stable firm that grows on your terms, start here.

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In this engaging episode, Matt Banker sits down with Lori Hauck, MBA, CPA, to delve into the evolving role of marketing in the accounting industry. Lori underlines the crucial role of honest communication with potential hires, a factor that can significantly impact a firm's ability to attract top talent. She shares insights into combating the prevalent imposter syndrome among accountants. She offers resources for business owners to enhance their firm's perception. Lori also introduces her upcoming research on redefining the portrayal of accountants, aiming to reflect their diverse interests and modern lifestyles. She seeks to create a comprehensive and relatable image of the profession through surveys and interviews. Matt contributes his perspective on the broad career opportunities within accounting and the need for a fresh, appealing portrayal of accountants. Join us for a lively discussion on modernizing the accounting profession, overcoming self-doubt, and making the field more attractive to new talent. Connect with Lori on LinkedIn and X (Twitter) to participate in her research and stay updated on her latest insights.

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Listen On: YouTube | Spotify | Apple Podcasts

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In this episode, Matt is joined by Jason Staats from the Jason Daily Podcast to discuss the power of specificity and authenticity in firm management and marketing. They emphasize how identifying niche markets and addressing specific pain points can lead to tremendous success and client satisfaction. Drawing parallels to notable figures like Lin-Manuel Miranda, they underscore the benefits of being the best in a particular niche and integrating personal interests into professional identity for greater fulfillment and success. Jason and Matt also explore the role of new media platforms in accounting marketing, highlighting the potential of social media, podcasts, and videos for showcasing expertise and connecting with clients. They stress the importance of finding a medium that resonates with individual interests and personality, making marketing efforts enjoyable and sustainable. Overall, listeners are encouraged to embrace specificity, authenticity, and personal interests to achieve greater fulfillment and success in accounting.

Jason's Podcast: Jason Daily

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Listen On: YouTube | Spotify | Apple Podcasts

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In this episode, Matt has a dynamic conversation with Karen L. Reyburn, author of "The Accountant Marketer," They unravel the intricacies of marketing for accounting firms. Karen shares her expertise on establishing a robust marketing foundation, the significance of consistent content creation, and the strategic deployment of targeted campaigns. Discover how firm owners can take charge of their marketing efforts, collaborating effectively with marketing partners to achieve optimal results. Packed with practical advice and inspiring anecdotes, this episode offers invaluable insights into unleashing creativity, fostering curiosity, and embracing adaptability in crafting successful marketing strategies tailored to each firm's unique identity and objectives. Whether you're a seasoned marketer or just embarking on your journey, tune in to unlock the secrets to mastering marketing for your accounting firm.

Karen's Links: We Are PF | Karen's Site

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Join Matt and Rory Henry, Director of Arrowroot Family Office, as we explore the power of human-centered approaches in accounting. Discover how prioritizing emotional connections and understanding client values fosters trust and drives business growth. Gain actionable insights into integrating wealth management, business advisory, and personal development to create comprehensive client solutions. Tune in to revolutionize your accounting practice with a human-first mindset.

Rory's Links:Arrowroot Family Office | Wealth Management Forward | LinkedIn

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