The Successful Bookkeeper Podcast

"Bookkeeping is a commodity. My accounting software can be a commodity. So how do we strike that emotional cord and how do we give the confidence that we are the right choice going forward? We're not a commodity. We are differentiating. We're building that difference." -Melanie Spillman Melanie Spillman, Vice President of Sales for Sage US Medium Businesses, shares practical ways bookkeepers can build stronger client relationships—through listening, follow-up, and authenticity. She explores how trust is earned, why active listening matters, and how to keep human connection alive in an increasingly automated industry. In this interview, you'll learn: How to build trust quickly & consistently with clients The art of active listening & letting silence do the work Why understanding your client's past & future builds connection Connect with Melanie on LinkedIn. To learn more about Sage, click here. Time Stamp 01:41 – How to build trust quickly with clients 03:34 – The power of timely follow-up 05:19 – Setting expectations & communicating clearly 06:33 – Teach, tailor & take control in client conversations 07:53 – How to ask better questions & listen actively 09:23 – Staying present & focused during meetings 12:22 – The value of silence in communication 13:54 – Showing authenticity & passion with clients 15:53 – How to build trust in the first meeting 17:22 – Asking about a client's past & future to deepen connection 20:09 – Why focusing only on history limits your impact 21:15 – How to stand out in a competitive market 22:29 – The "front door" story: lessons in emotional connection 25:39 – Why people buy with emotion & justify with logic 27:31 – Turning services from a commodity into a connection 29:34 – Keeping the human touch in an automated world 31:27 – Using AI to free time for more meaningful client work 33:22 – Understanding what really motivates clients 36:48 – Make every client interaction meaningful 38:46 – How Sage uses AI to empower bookkeepers

"It's the bookkeeper who has to sell his or her own services, and so they're not a professional salesperson. So a lot of times there's a lot of fear and we get in our heads, we get in our gut, we feel pushy, we feel salesy, we feel weird and we discount. And so to me, it's about arming the person whose job it is to sell this value with the skills and tools to do it." -Casey Brown In part one of this two-part conversation, pricing expert and resident of Boost Pricing, Casey Brown, joins the podcast to help bookkeepers overcome fear, self-doubt, and hesitation around pricing their services. Drawing from her journey as an engineer turned pricing strategist, she explains how your "money story" shapes your pricing decisions—and how to change it. In this interview, you'll learn: How mindset & money stories limit what you charge The biggest pricing mistake small firms make How to handle pricing objections without discounting Connect with Casey on LinkedIn. To buy her book, Fearless Pricing, click here. Watch her TED Talk, or video on 12 things I Hate About Hourly Billing. To learn more about Boost Pricing, click this link. Time Stamp 00:00 – Why pricing confidence matters for bookkeepers 02:10 – Casey's journey from engineer to pricing strategist 04:38 – Lessons from working at GE & entering the pricing world 05:56 – Shifting from big corporations to small businesses 07:14 – Why analytical pricing models don't work for small firms 08:13 – Helping bookkeepers sell their own value with confidence 10:24 – From pricing analytics to pricing mindset training 12:31 – How training teams led to massive profit increases 13:36 – Why pricing problems start between your ears, not in spreadsheets 15:14 – Common sales beliefs that hold business owners back 17:19 – The myth that "the market sets the price" 18:52 – How changing beliefs can boost profitability 20:18 – Why most people fear talking about price 21:01 – Understanding your personal money story 22:41 – How emotions affect pricing decisions 23:13 – Exercises to detach emotion from pricing 24:22 – Casey's advice for bookkeepers ready to charge more This episode is brought to you by our friends at Dext! Dext handles transaction capture, keeps your data accurate, and even simplifies e-commerce reconciliation, all in one place. Join thousands of bookkeepers and accountants who've already made the switch. If you're ready to save time, reduce errors, and make bookkeeping more efficient, Dext is for you! Go to thesuccessfulbookkeeper.com/dext to book a demo TODAY and see how it can transform the way you work!

"We have to stop trading time for money. Hourly billing traps you. It gets you in the cycle of undervaluing yourself. Discounting just to get a client to sign up with you and think that you're going to charge more in the future is another trap. Doing free work, answering quick questions, answering an abundance of emails and never getting paid for it is a trap." -Michelle Weinstein Michelle Weinstein, founder of The Abundant Accountant and The Pitch Queen, talks about how bookkeepers can confidently sell their services without feeling pushy or uncomfortable. Drawing on years of experience helping accounting professionals close high-value clients, Michelle shares simple strategies to increase revenue and build trust with prospects. In this interview, you'll learn: How to overcome fear & hesitation around pricing and sales Questions that turn discovery calls into meaningful conversations How to position your value instead of selling your time To learn more about Michelle, click here. Connect with her on LinkedIn. Time Stamp 00:00 – Why selling is a skill every bookkeeper needs 03:05 – How Michelle helps bookkeepers sell with confidence 05:40 – Shifting your mindset from "selling" to "helping" 08:12 – The biggest mistakes bookkeepers make in sales calls 10:45 – How to ask powerful questions that uncover client needs 13:10 – Why you should never discount your services 15:22 – The difference between pricing & value 18:03 – Turning consultations into lasting client relationships 20:45 – How to talk about money without fear or guilt 24:00 – Using Dext tools to add more value to clients 27:12 – Building confidence through practice & preparation 30:10 – Michelle's top advice for bookkeepers ready to grow 32:30 – Where to learn more about Michelle & The Abundant Accountant This episode is brought to you by our friends at Dext! Dext handles transaction capture, keeps your data accurate, and even simplifies e-commerce reconciliation, all in one place. Join thousands of bookkeepers and accountants who've already made the switch. If you're ready to save time, reduce errors, and make bookkeeping more efficient, Dext is for you! Go to thesuccessfulbookkeeper.com/dext to book a demo TODAY and see how it can transform the way you work!

"The more intentional you get with your money, the more intentional you get with your time as well." -Jennifer Hume In our 500th episode, Jennifer Hume, owner of Coronation Bookkeeping & Tax Services, shares how she built a successful virtual bookkeeping firm and expanded into coaching for real estate professionals. She reveals what worked, what didn't, and how she uses systems, marketing, and speaking to grow her business with purpose and profitability. In this interview, you'll learn: How niching and storytelling drive growth and confidence Why systems are essential for scaling How Jennifer built a $250K firm through referrals To learn more about Jennifer, click here. Connect with her on LinkedIn. Time Stamp 02:03 – Jennifer's journey from family business to starting her own bookkeeping firm 05:28 – Lessons learned from her father's failed business & what she'd do differently 06:08 – The importance of systems & Profit First for building a strong foundation 07:49 – Transitioning from data entry to leadership & advisory work 08:16 – How Jennifer built a $250K firm through referrals & strong processes 10:45 – Learning to market intentionally & step outside her comfort zone 13:03 – Building referral partnerships with accountants & real estate brokerages 15:07 – Overcoming fear & learning to pick up the phone to grow the business 17:07 – How niching into real estate transformed her business 19:42 – Why specializing makes marketing easier & attracts better clients 21:07 – What marketing tactics didn't work (and what to watch out for) 22:08 – Email marketing & newsletters that actually connect 24:55 – How creating a professional speaker's reel set her apart 26:44 – The power of storytelling on stage & building confidence through speaking 30:12 – Using AI tools like ChatGPT to craft speeches & prompts quickly 33:22 – Building a coaching business for real estate professionals 34:56 – Why 90% of realtors quit within five years & how coaching helps 35:40 – How financial & time habits create happier, more balanced lives 37:32 – Where to find & connect with Jennifer online This episode is brought to you by our amazing friends at Hub Analytics! Imagine having all your financial data in one place, with real-time analytics and customized reports at your fingertips. Hub Analytics is a financial platform that streamlines bookkeeping operations, so you can focus on what really matters—delivering high-quality results for your clients. With Hub's easy-to-use tools, you'll save time, reduce errors, and gain deeper insights into your clients' financials! Ready to take your bookkeeping to the next level? Book a demo to learn more and start your FREE trial TODAY!

"The number one driver of small to medium sized businesses not making it is cash flow problems. It's not that they're not profitable. This is the big thing with net cash that most people don't realize, is that you can run a profitable business and run out of money." -Tommy Vincent In this spotlight episode, Tommy Vincent, Co-Founder and Chief Revenue Officer at Hub Analytics, returns to share how bookkeepers can confidently step into advisory by focusing on just 3 key metrics. He explains how to measure, track, and present them to clients in a way that builds trust and drives business growth. In this interview, you'll learn: The 3 metrics every bookkeeper should track Why consistency matters more than dozens of KPIs How net equity shows a business owner's true wealth To learn more about Hub Analytics, click here. Connect with Tommy on LinkedIn. Time Stamp 00:00 – Introducing 3 Key Metrics 02:16 – Why bookkeepers are well-positioned to deliver advisory services 03:59 – Why less is more with KPIs for small business clients 04:54 – The three core metrics 06:33 – Breaking down net operating income & what it reveals 07:50 – Industry nuances & why measuring consistently matters 09:30 – Using consistent monthly tracking to spot improvement 12:20 – Net equity explained 14:27 – Why 78% of a business owner's net worth is tied to their business 16:04 – Loans, distributions & reinvestment 20:54 – Why profitable businesses still fail without cash 23:10 – Healthcare & construction industries & cashflow gaps 25:59 – Watching DSO & DPO to avoid cash crunches 27:21 – How bookkeepers can differentiate by tracking just 3 KPIs 28:29 – How to package advisory 30:55 – Why most existing clients won't pay more 33:18 – Advisory is best suited for businesses over $1M revenue 34:56 – How Hub Analytics supports bookkeepers with AI-driven reporting

"I think that the hacker mindset is a superpower because what it does is it fosters independent thinking. And independent thinking enables a person to observe or discover overlooked pathways, overlooked opportunities, things that other people have missed." -Ted Harrington Ted Harrington, cybersecurity expert and author of Hackable: How To Do Application Security Right and his upcoming book Inner Hacker: A New Way Of Thinking, returns to talk about the hacker mindset and how it can transform both business and life. In this interview, you'll learn: The four traits of the hacker mindset How AI is shaping cyberattacks Ways to tap into your inner hacker To learn more about Ted, click here. Connect with him on LinkedIn. Check out his new book, Inner Hacker: A New Way Of Thinking here. Time Stamp 01:22 – Ted Harrington returns with his new book Inner Hacker 02:47 – Why thinking like a hacker is a superpower 09:17 – The four traits of the hacker mindset 12:39 – What holds people back from channeling their inner hacker 18:24 – How the book supports his business & clients 23:13 – AI's role in modern cyberattacks 29:20 – What's changing for small businesses & cybersecurity awareness 32:31 – Why hackers target small businesses 36:36 – Protecting yourself by knowing where you're vulnerable 37:45 – Ted's future plans & keynote speaking This episode is brought to you by our amazing friends at Hub Analytics! Imagine having all your financial data in one place, with real-time analytics and customized reports at your fingertips. Hub Analytics is a financial platform that streamlines bookkeeping operations, so you can focus on what really matters—delivering high-quality results for your clients. With Hub's easy-to-use tools, you'll save time, reduce errors, and gain deeper insights into your clients' financials! Ready to take your bookkeeping to the next level? Book a demo to learn more and start your FREE trial TODAY!

"You have to keep evolving. We're always evolving. Never stop growing. Never stop learning. If you're not happy with what you're doing, there's always a way to change. And you can lean on great thought leaders like this to help you get there. " -Lisa Campbell Lisa Campbell, Founder of Accelerate 2 Advisor, returns for part two of her series about Stephen Covey's 7 Habits of Highly Effective People. She shares practical ways bookkeepers can apply the next four habits to strengthen client relationships, build stronger teams, and sustain long-term success. In this interview, you'll learn: How to create win-win client & team relationships Why discovery calls should focus on understanding, not selling The power of synergy with your team and professional partners To learn more about Lisa, visit her profile on LinkedIn. Sign up for her Masterclass here! Time Stamp 00:00 – Win-win results with accountants through systemized books01:25 – Habit 4: Think win-win 06:57 – Habit 5: Seek first to understand, then to be understood09:55 – Why selling is ongoing & rooted in understanding clients' real needs 12:28 – Listening & trust with clients & team members 15:25 – Habit 6: Synergy 18:20 – Building referral networks & partnerships for growth 21:14 – Niching & connecting with industry vendors & partners for referrals 23:25 – Real-world example: systemized bookkeeping driving strong CPA referrals 25:07 – Habit 7: Sharpen the saw 29:50 – The most transformative habit for bookkeepers 35:00 – How proactive bookkeepers put first things first to reach advisor level 35:56 – Wrap-up & invitation to Lisa's Accelerate to Advisor masterclass This episode is brought to you by our friends at Dext! Dext handles transaction capture, keeps your data accurate, and even simplifies e-commerce reconciliation, all in one place. Join thousands of bookkeepers and accountants who've already made the switch. If you're ready to save time, reduce errors, and make bookkeeping more efficient, Dext is for you! Go to thesuccessfulbookkeeper.com/dext to book a demo TODAY and see how it can transform the way you work!

"The opportunity now is huge with accountants and bookkeepers to provide more of a proactive service, more forecasting, more future visibility. But certain things have to be in place for that to happen." -Paul Lodder Paul Lodder, VP of Accounting Product and Strategy at Dext, discusses how bookkeepers and accountants can use cash flow forecasting and automation to move beyond compliance and become true strategic advisors. In this interview, you'll learn… Why 1 in 4 small businesses face cash flow issues How to make cash flow forecasting personal How automation frees time for advisory To learn more about Paul, click here. Time Stamp 00:01 – Dext study on 500 Canadian SMBs 02:27 – Why 42% fear closure 04:48 – Opportunity in cash flow forecasting 07:22 – Make cash flow personal for clients 10:25 – Cost of manual vs automation 14:39 – 1 in 4 face cash flow issues 18:09 – Barriers: capacity & strategy 20:44 – Scenario planning & sensitivity 23:42 – Key metric: debtor days 27:11 – Charging for automation, value pricing 32:28 – Tech plus relationships build trust 37:29 – More conversations, more advisory 38:17 – Where to find the Dext study This episode is brought to you by our friends at Dext! Dext handles transaction capture, keeps your data accurate, and even simplifies e-commerce reconciliation, all in one place. Join thousands of bookkeepers and accountants who've already made the switch. If you're ready to save time, reduce errors, and make bookkeeping more efficient, Dext is for you! Go to thesuccessfulbookkeeper.com/dext to book a demo TODAY and see how it can transform the way you work!

" Beginning with the end in mind is very helpful for people who are starting, but also for people who are already in the weeds and they just like, 'I can't do this anymore. I need to do something else.' Figure out what it is that you want to build and then reverse engineer it and build it." -Lisa Campbell Lisa Campbell, founder of Accelerate 2 Advisor, shares how to apply the first three of Stephen Covey's 7 Habits of Highly Effective People directly to your bookkeeping business. In this interview, you'll learn: Why being proactive creates stronger client relationships How to begin with the end in mind to design the business you want The importance of putting first things first & delegating effectively To learn more about Lisa, visit her profile on LinkedIn. Sign up for her October 20th Masterclass here! Time Stamp 00:01 – Importance of systemizing every transaction for accurate books 01:04 – Focus on Stephen Covey's first three habits 02:11 – Lisa shares her backstory: from overwhelmed bookkeeper to mentor 03:26 – Discovering Pure Bookkeeping & freeing time to grow beyond data entry 04:45 – Building the Accelerate to Advisor Mastermind program 07:42 – Lisa introduces Level Up Live & her sessions on Covey's habits 10:25 – Habit 1: Be proactive 15:19 – Habit 2: Begin with the end in mind 21:14 – Habit 3: Put first things first This episode is brought to you by our friends at Dext! Dext handles transaction capture, keeps your data accurate, and even simplifies e-commerce reconciliation, all in one place. Join thousands of bookkeepers and accountants who've already made the switch. If you're ready to save time, reduce errors, and make bookkeeping more efficient, Dext is for you! Go to thesuccessfulbookkeeper.com/dext to book a demo TODAY and see how it can transform the way you work!

"Anyone who grows plants knows that sometimes you have to trim the leaves to have an overall healthy plant. Not every customer will come with you as you grow your business, and that's actually a good thing. It keeps your business efficient and healthy." -Etinosa Agbonlahor In the finale of this two-part conversation, Etinosa Agbonlahor, behavioral economist and CEO of Decision Alpha, returns to share practical strategies for raising prices without losing confidence or clients. She explains how to overcome resistance, use behavioral nudges, and position your services to attract the right customers. In this interview, you'll learn: How to spot signals your pricing is off Simple nudges & choice architecture that boost client acceptance How to raise prices with confidence & retain long-term relationships To learn more about Etinosa, click here. Connect with her on LinkedIn. Learn more about Decision Alpha. Download your free Behavioral Pricing Playbook here. Time Stamp 03:01 – The fear of losing customers & why churn can be healthy 07:23 – Building confidence to justify premium pricing 12:29 – Signals your pricing isn't working 19:14 – Behavioral nudges that influence client choices 26:40 – Using choice architecture to present pricing 30:41 – Raising prices while honoring long-term clients This episode is brought to you by our friends at Dext! Dext handles transaction capture, keeps your data accurate, and even simplifies e-commerce reconciliation, all in one place. Join thousands of bookkeepers and accountants who've already made the switch. If you're ready to save time, reduce errors, and make bookkeeping more efficient, Dext is for you! Go to thesuccessfulbookkeeper.com/dext to book a demo TODAY and see how it can transform the way you work!