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On today’s special episode of CAS Minute, we’re diving into a personal story—a bit longer than usual, but one that holds some hard-won insights. I’m sharing my journey from the ground up: starting with a $0 base salary at a firm, where I was initially all grit and zero guarantees, to eventually generating over $3 million in annual revenue for a CAS practice.

This episode is about more than numbers. We’ll talk about the mindset shifts, strategies, and lessons learned in building trust and credibility in an industry where relationships are everything. You’ll hear about the uphill battles, the moments of doubt, and the unconventional paths taken to go from zero to multi-millions. We’ll also dig into specific sales tactics, team-building insights, and the power of perseverance in creating real impact.

Whether you're an emerging CAS leader or a seasoned professional looking to level up, there’s something in this episode for you. So grab a coffee (or something stronger), and join me for this deep dive into my foray into the deep dark accounting sales world.

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On today’s episode of CAS Minute, we’re running a workshop on creating client personas to customize your CAS service offerings. We’ll guide you through defining client segments, gathering key data, building persona profiles, and tailoring services and communication strategies for each persona. By the end, you’ll have a clear framework to better understand your clients’ unique needs and deepen client relationships through tailored service offerings.

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On today’s episode of CAS Minute, we explore how brand and technology can help improve retention and recruitment in your CAS practice. We’ll discuss a few reasons why employees may just be more attracted to the type of firm you intentionally build through great branding and connected data. By the end of this episode, you’ll leave with some insights about using technology and your brand to create a workplace that attracts and retains top talent.

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On today’s episode of CAS Minute, we dive into key insights from my session at Intuit Connect on building a brand for your CAS practice. We’ll explore what defines your brand identity, why it's important to maintain consistency across the entirer client experience, and build trust through transparency. Tune in to learn how authenticity and client relationships can help strengthen your brand and differentiate your firm in a competitive market.

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On today’s episode of CAS Minute, we discuss how to make the most of attending conferences with your peers, vendors, and thought leaders. We’ll cover strategies for networking, engaging with vendors, learning from industry experts, and positioning yourself as a thought leader. By the end of this episode, you’ll have actionable tips to maximize the value of any conference and strengthen your CAS practice through meaningful connections and insights.

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On today’s episode of CAS Minute, we explore three creative tools that can help you better communicate the invisible work you do for your clients. We’ll cover how video messaging, client-facing workflows, and texting your clients can make your services more transparent, personal, and engaging. By the end of this episode, you’ll be equipped with new strategies to show clients the ongoing value of your work and keep them informed every step of the way.

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On today’s episode of CAS Minute, we continue exploring key lessons from Selling the Invisible by Harry Beckwith. In part two, we’ll discuss how to sell reassurance, under-promise and over-deliver, make your value visible, and the importance of listening. By the end of this episode, you’ll be equipped with additional strategies to strengthen long-term client relationships in your CAS practice.

Book link:

https://www.amazon.com/Selling-Invisible-Field-Modern-Marketing/dp/0446672319

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On today’s episode of CAS Minute, we dive into the first set of key lessons from Selling the Invisible by Harry Beckwith, with a focus on non-obvious insights for CAS professionals. We’ll cover how to sell your expertise, uncover hidden client problems, and build personal connections that set you apart from competitors. By the end of this episode, you’ll have actionable strategies to improve your first interactions and position yourself as a trusted advisor.