“These aren't just numbers; numbers represent things that people care about, and when you start thinking about it that way, that's when you get clients who stay with you for life.” –Jeff Bartsch

The finer details of this episode:

• Importance of storytelling and communication skills in the accounting industry
• Strategic use of storytelling, empathy, and understanding deeper motivations of clients in the context of financial numbers and business strategy
• The role of communication skills in human connection, client retention, team management, and business growth
• The core outcome of storytelling as human connection and building trust

Episode resources:

• Summit Virtual CFO by Anders website: https://www.summitcpa.net/
• If you have questions or would like to be a guest on the show, email us at mcpasuccessshow@anderscpa.com
• Check out the Virtual CFO Playbook Course: https://vcfoplaybook.summitcpa.net/
• Jeff Bartsch is the founding communication strategist at Story Greenlight, which empowers accounting advisors to attract and keep their ideal advisory clients.  With over 20 years of experience in the entertainment industry and client coaching, Jeff has helped shape content for clients including ABC, NBC, Disney, Apple, Netflix, and many others. Jeff has been recognized as a Top 30 thought leader in the accounting advisory world, and his commentary has been featured in publications including Accounting Today, the Associated Press, Time Magazine, and USA Today. He believes that the power of story is within reach of everyone, and that human connection is everything.Connect with Jeff at https://www.storygreenlight.com/moderncpa/

Timestamps:

Introduction (00:00:00)

Welcoming listeners to the podcast and discussing the upcoming conversation with Jeff Bartsch.

Demystifying Storytelling (00:00:22)

The importance of storytelling in becoming a better communicator and advisor in the accounting industry.

Jeff Bartsch's Background (00:02:00)

Jeff Bartsch introduces himself, highlighting his background in communication strategy and thought leadership coaching, including his experience in Hollywood.

The Power of Storytelling (00:03:49)

Jeff Bartsch shares a personal experience about the transformative power of storytelling and its impact on human connection.

Transition to Accounting Industry (00:05:51)

Jeff Bartsch explains his transition from Hollywood to working with the accounting industry, emphasizing the importance of human connection and trust-building in the accounting profession.

Strategic Communication and Storytelling (00:10:15)

Discussion on the strategic level of storytelling, including the definition of a story and its impact on communication with clients.

Virtual CFO Playbook Advertisement (00:13:08)

An advertisement for a virtual CFO playbook, offering essential tools for creating and delivering scalable CFO services.

Strategic Communication and Tough Questions (00:15:20)

Exploring the role of strategic communication in asking tough questions and guiding clients through challenging financial situations.

Empathy in Strategic Storytelling (00:16:55)

Jeff Bartsch discusses the importance of empathy in strategic storytelling and understanding the deeper motivations of clients beyond just the numbers.

The importance of strategic storytelling (00:20:28)

Strategic storytelling as a crucial element in client advisory services, influencing clients' perceptions and willingness to pay.

The experience of creating the movie (00:21:38)

Drawing parallels between mastering tools in Hollywood and applying that to client advisory services to create a powerful experience.

Adapting communication strategies in the digital age (00:23:19)

Discussing the evolving role of digital platforms and technologies in communication strategies, and the importance of making tools invisible in client interactions.

Maintaining the human element in the age of AI (00:26:27)

Addressing the challenge of preserving the human element in client advisory services amidst technological advancements like AI.

The power of asking great questions (00:27:48)

Emphasizing the significance of asking powerful questions to uncover clients' true desires and needs, guiding them to find their own answers.

Avoiding pitfalls in client communication (00:36:08)

Identifying pitfalls, such as hammering on different problems and telling tactical stories for the wrong reasons and emphasizing the role of the advisor as a guide rather than self-promotion.

Strategic Communication and Storytelling (00:40:18)

Discussion on the use of storytelling in strategic communication and how it can guide strategic conversations in the accounting industry.

De-escalating Client Situations (00:41:14)

The importance of starting with common ground to de-escalate client situations and guide them towards a different plan.

The Power of Storytelling and Neuroscience (00:42:23)

Exploration of the brain's response to storytelling and the impact on contentious conversations, emphasizing the need to start from a common ground.

Differentiating as an Advisor (00:43:27)

The significance of building the skill of making connections with clients as a key differentiator for a good advisor.

Jeff's Hollywood Experience (00:43:58)

Jeff shares his experience of meeting Britney Spears in Hollywood and reflects on the impact of her celebrity status.

Closing Remarks and Podcast Promotion (00:45:40)

The conclusion of the conversation and promotion of the podcast for more tips and strategies in the accounting industry.