Consultant Michael Platt ([email protected]) interviewed several CEOs about what they expect from their CPA firms. A summary of Platt’s findings indicates that CPAs should:

• Ask CEOs what communication methods they prefer. Recognize that each CEO is different.
• Introduce CEOs to other clients with comparable issues. Anticipate problems they will face, and help them dodge those problems. Get to know how they think, how they behave, and what troubles them, and help them deal with those issues.
• Introduce CEOs to other people in your firm, including your marketer.
• Realize CEOs don’t always know what value you have provided, so tell them. And don’t harass them with petty charges.
• Appreciate that CEOs’ time is valuable, just as CPAs’ time. Don’t complain about tax season hours. CEOs often work just as many hours—but throughout the year.
• Become intimately aware of CEOs’ businesses. When you have advice to give, don’t be spineless. Take positions. Put yourself in CEOs’ shoes.
• Be relevant when you communicate. Be sure you communicate only what is relevant to CEOs’ businesses and circumstances, and explain how what you are communicating is relevant. Don't litter their desks with irrelevant email and newsletters.
• Tell CEOs about additional valuable services you offer.

From Rain Today (www.raintoday.com), August 30, 2006. For the complete article, click on the following link: http://www.raintoday.com/pages/ 1621_what_ceos_want_from_their_cpa_or_any_other_firm.cfm? broadcastID=367&linkID=7265&ID=53753.