In our consulting work, we often hear firm leaders complain about the lack of cross-selling at their firms. We believe there is an existential reason for this lack, and we'd like to explore why. He said: The cross-selling problem starts with whether the individual accountant sees themself as the client's trusted advisor or just as the client's CPA. Trusted advisors always find new opportunities for additional work because they look at the whole picture and see possibilities to continue helping. Compliance-minded people tend to think their work is done once the project or task is completed. She said: A major differentiator is mat a trusted advisor looks outward while a compliance worker looks inward. Here's another way to think about it: Compliance-minded providers make sure they check all the boxes on their list. Consultative advisors aren't confined to a checklist. They think beyond specific tasks and view the client as a multi-dimensional whole, with a past, present and future.
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