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Get Inside the Room Where it Happens Webinar


Feb. 8
4:00 - 6:00 p.m.

CPE Credits



PICPA Member: $79 | Nonmember: $104

 More Information

Course No.
This webinar is hosted by PICPA's partner, CPA Crossings, LLC. After registering, you will receive an email from with the log-in information.


For decades CPA firms have sought to build business partnering relationships with clients. Relationships built on trust and adding value lead more often to referrals and cross-selling opportunities than transactional networking. The PPP and other government responses to the economic depression caused by COVID-19 showed that CPA firms do indeed occupy an advantaged relationship with their clients and need to be in the room when clients make strategic decisions. This is a practical course based on our decades of consulting experience and leading research on what drives small business owners to seek business advice from outside professionals. This event may be a rebroadcast of a live event and the instructor will be available to answer your questions during the event.

Learning Objectives:

After attending this presentation, you will be able to:

  • Define the advisory relationship from the client’s point of view
  • Identify client needs
  • Position technical expertise as a solution to a felt problem, not an exercise in regulatory compliance


The major topics that will be covered in this class include:

  • What clients want
  • Identifying client pain points
  • Making the shift from technical expert to problem solve


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