Individuals and businesses put great thought into what must be done to preserve income from the government. Lest the world forget, tax professionals are making sure citizens are receiving their share of their income and defending them from the often-intimidating IRS. This issue of CPA Magazine we shine the CPA Spotlight on Emily Sang, CPA. On top of 1040s, 1120s and trusts, Sang’s practice works with real estate and not-for-profit. CPA Magazine talked with Sang about how her firm navigates tax season and what she recommends fellow tax professionals do to expand their client base.
How did you get into accounting/becoming a CPA?
It was because my mom was a CPA. She worked in the accounting field for many years and she taught me when I was growing up the basics of debit and credit.
What is a technology that helps you a great deal during tax season?
I actually use the Google Calendar scheduler. There is a document manager I use where I scan documents and it automatically loads into the document manager under a specific folder that I create. A lot of times email has a hang out function. We will collaborate using Google Hangouts and do group teaching.
What is a tip you would give for marketing your CPA services?
I think everything goes with marketing. I love meeting new clients. I love meeting new people. For example, during tax season I get evites from different groups, either community events or some kind of association; and they need someone to give a presentation on tax basics to their members. I would say any time you get an invitation to those events, participate in them and provide the attendees upfront value and do not sell them anything. Usually I will gain clients organically.
I don’t do much internet marketing although I am working on increasing my business’ online presence. I do get a lot of referrals from clients and I do enjoy working with them because the best clients you can get are people who already know who you are. When you work with them they are very open to your advice.
I would say just focus on meeting people, number one. And number two, focus on providing excellent service to clients.
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| Sang at a Hollywood event. |
What if you are a new CPA? How do you get invited to events?
Actually there are lot of events hosted by CalCPA, for example, and also there are non-cpa related events. I go to a lot of non-business related events like charitable events. That way you can join a cause that does a lot of good things for the community and the people remember you. You get your good deeds done and potentially have more people who like to refer you. I think any event would be very beneficial. If I get an invitation I make time and really try to go.
Entertainment events like birthday parties or hiking events also work. I don’t really have to advertise that I am a CPA. It’s very funny, people always consider you for themselves or refer you to a potential client. I think it’s because CPA is a very practical profession.
What is something that would guarantee failure during tax season and how do you prevent it?
I would say most CPAs are probably good with their professional expertise of helping clients. However, number one would be not getting back with your clients on time or at the time you promised you would. I know I have my share of difficulty getting back with clients in a timely manner but my number one pet peeve is not getting back with my clients when I wanted to.
You have to put your clients on the calendar. Set a date for next time you can meet or deliver the returns. Also, try to help your clients right away to avoid creating a backlog. If for any reason you cannot get to them, have another person help on a contract basis. The person needs to be someone you can trust and you must review their work to make sure it is done to your satisfaction. At the end of the day it’s your name on the signature line, right?
Number two is not being organized with all your clients regarding billing, progress and who’s working on what. If you do not have a really good way of tracking your clients’ progress then some people are going to eventually be left out and that could eventually backfire on you. I would say get on top of your administration. It is ideal if you can hire someone to handle administration, even on a part-time basis.
What would you say was one of the most influential moments in tax in the past 15 years?
Based on my personal experience I just love the idea of being able to be anywhere and at any time be able to help your client using technology. One year I was in Costa Rica and I was helping my clients up until the deadline, April 15. The convenience created by technology has made my life much, much easier.
What do you like to do in your free time?
I truly say I really enjoy what I am doing. I don’t feel like I’m working, I feel like I’m constantly doing things I love. I travel, of course I’m sure everyone loves to travel.
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