What does it really take to build a premier accounting firm?
Technical expertise is important—but it’s not enough.
As Roger Knecht, president of Universal Accounting Center, discussed with Mark Hershberg, author of The Career Toolkit: Essential Skills for Success That No One Taught You, on the Building the Premier Accounting Firm podcast, the firms that thrive are the ones that invest in soft skills: communication, leadership, negotiation, and career planning.
Hershberg, an MIT-educated entrepreneur and educator, has spent years teaching these skills at MIT and helping professionals apply them in real-world business settings. His message to accountants is clear: mastering soft skills is just as critical as understanding debits and credits if you want to grow your firm and deliver lasting value to clients.
The Skills Gap in Accounting
As Hershberg noted on the podcast, many accountants and finance professionals are incredibly strong technically, but struggle when it comes to teamwork, communication, or leadership. Hiring managers see this gap repeatedly: candidates who can handle the numbers but stumble when asked how they’d lead a team or explain complex financials to a client.
This is why Hershberg developed The Career Toolkit and why he emphasizes these skills to accountants today. Building a premier firm requires more than compliance—it requires people who can connect, communicate, and lead.
10 Essential Skills Every Accounting Professional Needs
Hershberg highlights 10 essential skills for career and business success. For accountants, several stand out as particularly transformative:
- Career Planning – Employees and leaders alike need clarity on long-term growth, not just “a job.”
- Communication – Whether it’s breaking down financials for a client or coaching a team member, accountants must adapt their style to fit the audience.
- Leadership & People Management – Great firms thrive on leaders who can balance team strengths and build trust.
- Process Management – Efficient, scalable systems are critical to firm growth.
- Negotiation – From setting fees to working with vendors, negotiation skills affect the bottom line.
- Networking – Expanding professional circles opens doors to new clients, talent, and opportunities.
Roger Knecht reinforced this on the show, pointing out that firms often overlook these areas, assuming people “pick them up” naturally. In reality, they require intentional training and practice.
Managing People and Processes
Building a successful accounting firm requires balancing individual preferences with team needs. As Hershberg explained, some people thrive in collaborative environments while others prefer independent work. Tools like DISC or Myers-Briggs can help, but direct conversations are even more powerful.
By breaking roles into tasks and aligning them with strengths, firm leaders can maximize productivity while boosting employee satisfaction.
Communication: Defining What You Really Need
“Strong communication skills” is one of the vaguest phrases in job postings. As Hershberg pointed out, does that mean being able to deliver a TED Talk, write a crisp email, or explain cash flow to a stressed-out business owner? Each scenario demands a different style.
For firms, the key is clarity. Define the communication skills that matter most for each role, then train and hire accordingly.
Negotiation: Expanding the Pie
Negotiation shows up everywhere in firm life—from setting salaries to managing client expectations. Hershberg shared that even a modest raise negotiated early in one’s career compounds into tens of thousands of dollars over time.
More importantly, good negotiators don’t just “win”—they expand the pie so both sides benefit. That’s a skill that strengthens client relationships, vendor partnerships, and team collaboration.
Career Planning for Employees—and Owners
Many employees focus only on their next role, while many firm owners forget that they, too, need a career plan. Hershberg recommends regular conversations with employees about their growth—inside and outside the firm. Supporting career goals builds trust and loyalty.
For self-employed accountants, career planning means being intentional about skill development, whether that’s negotiation, leadership, or adapting to new technologies like AI.
Why Soft Skills Deliver Outsized Returns
Technical expertise may win clients initially, but soft skills are what keep them—and what allow firms to grow. Hershberg stressed that firms who train their teams in interviewing, communication, negotiation, and leadership see massive returns: better hires, stronger retention, happier clients, and more effective teams.
Knecht summed it up well on the podcast: mastering these skills isn’t optional anymore. It’s what separates the firms that plateau from those that truly thrive.
A Call to Action
Are you ready to elevate your accounting firm by strengthening the soft skills that drive growth and client success? Universal Accounting Center can help you implement these strategies and train your team to lead with confidence.
Call 435-344-2060 today to connect with Roger Knecht’s team and discover how to future-proof your firm with the essential skills for long-term success.
