{"id":68898,"date":"2021-02-18T09:00:54","date_gmt":"2021-02-18T07:00:54","guid":{"rendered":"https:\/\/www.sage.com\/en-za\/blog\/?p=68898"},"modified":"2026-01-29T17:58:43","modified_gmt":"2026-01-29T15:58:43","slug":"3-questions-to-help-accountants-discover-their-value-proposition","status":"publish","type":"post","link":"https:\/\/www.sage.com\/en-za\/blog\/3-questions-to-help-accountants-discover-their-value-proposition\/","title":{"rendered":"3 questions to help accountants discover their value proposition"},"content":{"rendered":"<header class=\"entry-header has-dark-background-color entry-header--has-illustration entry-header--has-illustration--generic\">\n\t<div class=\"container\">\n\t\t<div class=\"entry-header__row row align-center\">\n\t\t\t<div class=\"col col-lg-7 col-xlg-6 entry-header__content\">\n\t\t\t\t\t\t\t<div class=\"component component-single-header\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"entry-header__misc text--subtitle text--uppercase text--small\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-za\/blog\/category\/money-matters\/\" class=\"entry-header__link\">Money Matters<\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t<div class=\"entry-title-wrapper\">\n\t\t\t\t\t<h1 class=\"entry-title\">\n\t\t\t\t\t\t3 questions to help accountants discover their value proposition\t\t\t\t\t<\/h1>\n\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t<p class=\"entry-header__description\">\n\t\t\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t<div class=\"single-post-details container\">\n\t\t<div class=\"col\">\n\t\t\t<span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2021-02-18T09:00:54+02:00\">Feb 18, 2021<\/time><\/span><span class=\"reading-time\"> min read<\/span>\n\t\t<button\n\t\t\ttype=\"button\"\n\t\t\tclass=\"social-share-button button button--icon button--secondary js-social-share-button\"\n\t\t\tdata-share-title=\"3 questions to help accountants discover their value proposition\"\n\t\t\tdata-share-url=\"https:\/\/www.sage.com\/en-za\/blog\/3-questions-to-help-accountants-discover-their-value-proposition\/\"\n\t\t\tdata-share-text=\"Please read this interesting article\"\n\t\t>\n\t\t\t<span class=\"social-share-button__share-label\">Share<\/span>\n\t\t\t<span class=\"social-share-button__copy-label\" hidden>Copy Link<\/span>\n\t\t\t<span class=\"social-share-button__copy-tooltip\" aria-hidden=\"true\" hidden>Copied<\/span>\n\t\t<\/button>\n\n\t\t\t\t<\/div>\n\t<\/div>\n<\/header>\n\n\n\n<div class=\"wp-block-post-author has-dark-background-color alignfull\">\n\t<div class=\"container\">\n\t\t<div class=\"col\">\n\t\t\t\t\t\t\t<div class=\"co-authors\">\n\t\t\t\t\t\n\t\t<div class=\"entry-author-wrapper\">\n\t\t\t<a class=\"entry-author\" href=\"https:\/\/www.sage.com\/en-za\/blog\/author\/teejay\/\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"40\" height=\"40\" src=\"https:\/\/www.sage.com\/en-za\/blog\/wp-content\/uploads\/sites\/9\/2021\/02\/Bright-Path-Consulting_FY20_SBC-Accounting-Payroll_32-350x350.jpg\" class=\"entry-author__image\" alt=\"\" \/>\t\t\t\t<span class=\"entry-author__name\">TJ Ledwaba<\/span>\n\t\t\t<\/a>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n<div class=\"sage-block-classic-wrapper\">\n\n<p>I was a bit concerned when the bank called to cancel my client\u2019s finance application meeting.<\/p>\n<p>What did we do wrong? What did we forget?<\/p>\n<p>Turns out \u2013 nothing.<\/p>\n<p>In fact, our reports and financials were so thorough that the bank cancelled the meeting because it had <em>more<\/em> information than it needed to grant my client the loan.<\/p>\n<p>And it did.<\/p>\n<p>Technology makes it easy for accountants to add more value with less effort. This is a good thing because <a href=\"https:\/\/www.sage.com\/en-za\/blog\/a-new-purpose-for-the-accounting-profession\/\">Sage\u2019s Practice of Now 2020 research<\/a> found that customers want more from their accountants, like advice on business strategy and technology. They need more guidance from their accountants than ever before, and they need a different kind of service that augments traditional accounting offerings. The catch? They don\u2019t want to pay more for this advice.<div class=\"single-cta\">\n\t<a\n\t\tclass=\"button button--primary gate-f1b2aad5-bf3f-4fa5-bd8c-2507a383ebf6\"\n\t\trole=\"button\"\n\t\tdata-button-location=\"content_area\"\n\t\thref=\"#gate-f1b2aad5-bf3f-4fa5-bd8c-2507a383ebf6\"\n\t>Get the report<\/a>\n<\/div>\n<\/p>\n<h2>Finding your value proposition<\/h2>\n<p>Before the outbreak of COVID-19 in South Africa, we found that clients were reluctant to adopt Fourth Industrial Revolution technologies, even though 69% of accountants were ready for the next wave of digital technologies.<\/p>\n<blockquote>\n<p>But the pandemic ushered in a new era of economic disruption and a much-needed acceleration of the accounting profession. Firms had to leap into the digital era or face redundancy.<\/p>\n<\/blockquote>\n<p>Just one year later and most businesses have upgraded their digital infrastructure and adopted new ways of working as they grasp the importance and value of information to help them stay competitive. And as they move into 2021 and beyond with formal digital transformation strategies, businesses expect their accountants to do the same.<\/p>\n<p>But if technology makes it so easy to generate reports, draw up a trial balance, and gather data insights, what value can accountants bring to the table?<\/p>\n<p>To identify your value proposition, start by answering these questions:<\/p>\n<ul>\n<li>What problem am I trying to solve?<\/li>\n<li>How can I use the time that tech frees up to differentiate my services?<\/li>\n<li>How do I give back to communities?<\/li>\n<\/ul>\n<p>The fact that technology has automated much of the accounting process requires accountants to go beyond the required scope, to truly understand their clients\u2019 needs, and to develop solutions and processes that make it easier to run their businesses.<\/p>\n<p>Here\u2019s how we do it at Bright Path Business Consultants.<\/p>\n<h2>Era of opportunity<\/h2>\n<p>We believe that the post-COVID era is one of opportunity.<\/p>\n<p>When I established <a href=\"https:\/\/www.sage.com\/en-za\/blog\/be-kind-be-empathetic-add-value-wherever-you-can\/\">Bright Path Business Consultants in 2014,<\/a> I made the strategic decision to embrace technologies like artificial intelligence and cloud software. That decision continues to serve the business well today and it\u2019s positioned us to jump onto opportunities as they arise.<\/p>\n<p>Business management solutions like <a href=\"https:\/\/www.sage.com\/en-za\/sage-business-cloud\/accounting\/\">Sage Business Cloud<\/a> have empowered us to achieve maximum productivity and efficiency with minimum wasted effort or expense.<\/p>\n<p>We use the time that technology gifts back to us, to focus on two things: research and upskilling. We realised early on that, in order to retain a sustainable service structure in the digital age, we had to prioritise skills transfer, not just in new technologies, but also in how we serve our clients.<\/p>\n<blockquote>\n<p>Technology not only provides tools to render the same services differently, but also creates opportunities to render different services that create more value. Understanding how to use technology to create a competitive advantage is the secret to success.<\/p>\n<\/blockquote>\n<h2>How to play the never-ending game<\/h2>\n<p>One thing that COVID crystallised for us, was that we\u2019re playing a never-ending game, one where the rules always change, and the learning curve never shortens. Rather than tying ourselves to a standard service menu, we handed it over to our clients, asking for their feedback on what they would add, remove, or change. In giving them ownership of our service menu, it became clear where we could add value.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-68729\" src=\"https:\/\/www.sage.com\/en-za\/blog\/wp-content\/uploads\/sites\/9\/2020\/07\/sage-bright-path-chosen-49-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1708\" srcset=\"https:\/\/www.sage.com\/en-za\/blog\/wp-content\/uploads\/sites\/9\/2020\/07\/sage-bright-path-chosen-49-scaled.jpg 2560w, https:\/\/www.sage.com\/en-za\/blog\/wp-content\/uploads\/sites\/9\/2020\/07\/sage-bright-path-chosen-49-768x513.jpg 768w, https:\/\/www.sage.com\/en-za\/blog\/wp-content\/uploads\/sites\/9\/2020\/07\/sage-bright-path-chosen-49-1214x810.jpg 1214w, https:\/\/www.sage.com\/en-za\/blog\/wp-content\/uploads\/sites\/9\/2020\/07\/sage-bright-path-chosen-49-1536x1025.jpg 1536w, https:\/\/www.sage.com\/en-za\/blog\/wp-content\/uploads\/sites\/9\/2020\/07\/sage-bright-path-chosen-49-2048x1367.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p>That\u2019s because, when we know exactly what our clients need \u2013 and what problem we\u2019re solving \u2013 it\u2019s easier to figure out <strong><em>how<\/em><\/strong> to make it happen. That means seeking out new technologies, methods, and systems to be able to execute the client-owned service menu.<\/p>\n<p>This immediately differentiates us and our value proposition. What\u2019s more, it holds us to our promise that, no matter how unpredictable business is, we exist to make our clients\u2019 lives easier.<\/p>\n<p>By going through this process, you might identify areas where clients need your help the most. Think about turning that service into a specialisation, which is another great way to stand out and earn trust. But remember, when diversifying your services and deciding on a specialisation, don\u2019t rush to a decision. Listen to your clients and allow your focus to emerge organically.<\/p>\n<blockquote>\n<p>Above all else, your goal should be to retain a sustainable service structure and a happy client base.<\/p>\n<\/blockquote>\n<h2>Advice for the opportunity era<\/h2>\n<ul>\n<li><strong>Look on the bright side.<\/strong> The winners will be those who can identify opportunities and move fast.<\/li>\n<li><strong>Stay open-minded.<\/strong> Listen to the young people on your team. These digital natives have fresh ideas, and they thrive when those ideas are supported.<\/li>\n<li><strong>Develop your digital skills<\/strong>. Accountants who are crippled by digital phobia will not win in this game. Fully immerse yourself in the digital age \u2013 it\u2019s the only choice you have.<\/li>\n<li><strong>Understand your position in the professional community.<\/strong> If you\u2019re here to serve SMEs, study their challenges and develop solutions.<\/li>\n<li><strong>Solve problems, don\u2019t just make a living.<\/strong> What problem are you solving? Let this guide everything you do.\n<div class=\"single-cta gated-content\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">The Practice of Now 2020 <\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Discover how accounting is on the brink of positive disruption and what accountants and bookkeepers should do to be successful<\/span><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-f1b2aad5-bf3f-4fa5-bd8c-2507a383ebf6\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Get the report<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1214\" height=\"810\" src=\"https:\/\/www.sage.com\/en-za\/blog\/wp-content\/uploads\/sites\/9\/2020\/07\/sage-bright-path-chosen-49-1214x810.jpg\" class=\"single-cta__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-za\/blog\/wp-content\/uploads\/sites\/9\/2020\/07\/sage-bright-path-chosen-49-1214x810.jpg 1214w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n<\/li>\n<\/ul>\n<\/div>\n<div class=\"single-cta\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">Subscribe to the Sage Advice enewsletter<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p>Get a roundup of our best business advice in your inbox every month.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-84fe79b5-668d-41f8-a0cc-6229018c4ac9\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Subscribe<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-za\/blog\/wp-content\/uploads\/sites\/9\/2022\/04\/GettyImages-1181404518-1440x810.jpg\" class=\"single-cta__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-za\/blog\/wp-content\/uploads\/sites\/9\/2022\/04\/GettyImages-1181404518-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>I was a bit concerned when the bank called to cancel my client\u2019s finance application meeting. What did we do wrong? What did we forget? Turns out \u2013 nothing. In fact, our reports and financials were so thorough that the bank cancelled the meeting because it had more information than it needed to grant my [&hellip;]<\/p>\n","protected":false},"author":1182,"featured_media":68899,"menu_order":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sage_video":false,"post_featured_image_hide":false,"footnotes":""},"categories":[34,25],"tags":[294,313],"business_type":[5],"lilypad":[],"context":[],"industry":[],"persona":[15],"imagine_tag":[51,357],"coauthors":[438],"class_list":["post-68898","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-process","category-money-matters","tag-accountants","tag-bookkeeping","business_type-accountants"],"sage_meta":{"region":"en-za","author_name":"TJ Ledwaba","featured_image":"https:\/\/www.sage.com\/en-za\/blog\/wp-content\/uploads\/sites\/9\/2021\/02\/Bright-Path-Consulting_FY20_SBC-Accounting-Payroll_32-scaled.jpg","imagine_tags":{"51":"Accountants","357":"Practice of Now"}},"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Sage Advice South Africa","distributor_original_site_url":"https:\/\/www.sage.com\/en-za\/blog","push-errors":false,"_links":{"self":[{"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/posts\/68898","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/users\/1182"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/comments?post=68898"}],"version-history":[{"count":0,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/posts\/68898\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/media\/68899"}],"wp:attachment":[{"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/media?parent=68898"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/categories?post=68898"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/tags?post=68898"},{"taxonomy":"business_type","embeddable":true,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/business_type?post=68898"},{"taxonomy":"lilypad","embeddable":true,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/lilypad?post=68898"},{"taxonomy":"context","embeddable":true,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/context?post=68898"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/industry?post=68898"},{"taxonomy":"persona","embeddable":true,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/persona?post=68898"},{"taxonomy":"imagine_tag","embeddable":true,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/imagine_tag?post=68898"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.sage.com\/en-za\/blog\/api\/wp\/v2\/coauthors?post=68898"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}