The 9 Minutes That Build a More Valuable CPA Firm

A few months ago, I came across a powerful insight from Seth Godin. 

He described how it takes about 900,000 minutes of training to become a board-certified dermatologist — years of study, practice, and technical mastery. 

But it takes less than nine minutes for a patient to decide whether they feel: 

• seen 
• understood 
• reassured 
• and genuinely cared for 

If you skip the nine minutes, the 900,000 don’t matter. 

That insight stayed with me. 

The more I reflected on it, the more I realized how true it is for CPA firms — especially today. 

AI can already do parts of our work. Accuracy is becoming a commodity. 

But care, clarity, empathy, and presence — those nine minutes — are what create loyalty. 

And loyalty is what creates firm value. 

This is exactly why I developed The Straight Talk Way inside our firm: a simple but powerful communication framework that strengthens trust, reduces owner dependency, and increases the transferability of a CPA practice. 

Below is the framework we use — the same one buyers quietly evaluate when assessing a firm’s value. 

 

1. The Straight Talk Mindset 

Enter every conversation with: 

• compassion 
• humility 
• curiosity 
• a desire to understand the client’s world before talking about your own 

Instead of jumping straight into updates, begin with presence. 

Straight Talk example: 
“Before we dive in, how have things been since we last spoke?” 

Clients want to feel understood before they want to feel impressed. 

This mindset is the foundation of a transferable, scalable firm because it keeps clients loyal to the firm — not just the owner. 

 

2. Match & Guide Client Energy 

Clients trust people who feel like them. 

When they’re anxious, match their tone with calm, steady energy.

When they’re upbeat, match the enthusiasm. 

Then gently guide the conversation toward clarity and confidence. 

Teams that do this well reduce the emotional labor on the owner — a major value driver for acquirers. 

 

3. Open With Structure — But Stay Flexible 

A simple structure creates safety. 

“Here’s what we’ll cover today…”

“Before we begin, what’s on your mind that we should address?” 

This makes the client feel like the hero, and your firm becomes the guide. 

Buyers love firms whose meetings follow a consistent pattern — because consistency survives transitions. 

 

4. Give Genuine, Specific Compliments 

Not generic praise.

Not flattery.

Just sincere acknowledgment of effort, clarity, or preparation. 

Specific compliments build immediate rapport and strengthen relationships — something acquirers look for in firms with high retention. 

 

5. Ask, Listen, and Pause 

The pause is where truth surfaces. 

Ask thoughtful questions.

Listen fully.

Allow silence. 

Clients only open up when they feel safe — and safety is created by space. 

Teams who master this reduce rework, misunderstandings, and unnecessary follow-up. 

 

6. Recap Every Meeting 

A strong recap includes: 

• key takeaways 
• action items 
• responsibilities 
• next steps 

It prevents confusion, protects the team, and signals professionalism. 

Well-run firms recap consistently — and buyers know it. 

 

7. Follow Up With Care 

The follow-up is where loyalty is built. 

A short, warm “Just checking in…” message shows dependability and care — two attributes that turn satisfied clients into loyal clients. 

Loyal clients produce higher multiples. 

 

Why These 9 Minutes Matter for Your Firm’s Value 

When buyers review a firm, they’re evaluating more than numbers. They’re evaluating: 

• client loyalty 
• system consistency 
• cultural trust 
• team communication strength 
• dependence on the owner 

Those qualities emerge from the nine minutes inside every interaction — not the technical work. 

The Straight Talk Way was born from my own realization that while AI may transform our profession, human connection will determine a firm’s value. 

These habits aren’t soft skills.

They are transferability skills.

They are valuation skills.

They are the future of successful CPA transitions. 

Master these nine minutes, and you master the foundation of a more valuable, more sellable firm.