What Do Accounting Clients Really Want?, 2nd Edition


What Do Accounting Clients Really Want?

Sep 2013



Why are some accountants so much more successful than others?

How do some accountants attract big and loyal clients while others just seem to repel them

What are the secrets to their winning ways?

 The professional services market within Australia and beyond is in a state of constant change.  Never before have so many demands and pressures been placed upon the tax and accounting industry to help their clients navigate the complexity and challenge of running their organisations in a dynamic and hyper-connected world.

Accounting is so much more than numbers and compliance.  It is about providing clients with the tools and insights to better understand how to run their businesses more profitably, grow and create opportunities for owners, investors, management, staff and customers now and into the future.  With the market more competitive than ever, never before have accountants been in a position to make a real and lasting different to their clients.

This second edition to the sold out What do Accounting Clients Really Want? is another installment in the journey of accountants and advisors in better understanding the thinking and expectations of people who buy accounting services.

Through a series of interviews with CFOs and Managing Directors, the author James Evangelidis seeks the answers to questions like:

  • How important is price to clients?
  • Does a firm’s brand affect the client’s decision?
  • Are services like audit and tax, commodities or value adds?
  • What do CFOs want when engaging a new accounting firm?
  • How can you improve services to clients?


These interviews were conducted in the workplace of small to medium sized businesses in Sydney, Melbourne, Brisbane and Canberra in across a variety of industry sectors.


  • 12 new interviews with CFOs and MDs
  • 6 follow up interviews with CFOs and MDs from the first edition to find out where they are now and what's changed
  • 2 sections addressing two of the most important things clients really want from their accountants and advisors.