The tenets that Martha Yasso created when she started Yasso Bookkeeping Solutions (YBS) in 2015 were the ones that have always guided her. Attention to detail. Superior customer service. Sound financial advice.
Part problem solver, part community advocate and all accounting professional (a QuickBooks expert), Martha has more than 20 years of financial experience in her corner—a resume of expertise and professionalism that continues to provide her clients with the solace they need to succeed.
Based in Nassau County, New York (just outside of New York City), Yasso Bookkeeping Solutions is dedicated to implementing exceptional bookkeeping and cash management strategies in bookkeeping, cash flow analysis and business operation guidance.
We sat down with Martha to get her thoughts on what the road looks like for this Insightful Accountant ProAdvisor of the Year.
How does the award fit into your overall business mission statement?
The award recognizes Yasso Bookkeeping Solutions’ commitment to excellence and continuous education in the bookkeeping and small business advisory industry. It recognizes ceaseless technological change critical to support our clients as they operate and create competitive advantages and leadership in their industries.
Colleagues recognize the designation for the commitment to technical training, education and focus on firm growth it requires.
How will you leverage the honor in your continued success?
YBS highlights the Insightful Accountant Top 100 ProAdvisor recognition on its web site, during new client discussions and as part of RoundTable Labs Required to Desired community discussions. My goal is to one day be in the Top 10.
What are some of your strategies/initiatives for 2022?
This is such a big year for us. We are creating a Required to Desired RoundTable within RoundTable Labs. The purpose of the community is to create a place where bookkeepers and accountants that want to go beyond bookkeeping and begin to provide advisory service can discuss challenges, frustrations, strategies and emotions behind small business consulting. Our focus will be everything except accounting math.
Personally, I love spending time with my family. This year we are headed to Universal Studios Harry Potter. Nothing better than experiencing the awe and magic of Harry Potter through our 11 year old daughter’s eyes. She also has joined BSA (formerly Boy Scouts of America). Over the next seven years, I’ll be camping and supporting my daughter’s troop as an Assistant Troop Leader. I also hope to get to the golf course.
What are some of the biggest things impacting the accounting space today?
I could speak about issues and trends in the accounting space for hours. I’ll focus on my favorite issue—bookkeepers and compliance accountants can take baby steps into advisory, advisory into whatever service they are passionate about, cash flow, workflow, tax, reporting, etc. Adding advisory should fuel a firm with excitement, not dread.
What’s the biggest item on your to-do list right now?
Expansion. I want to hire team members who are as passionate as I am about my client’s success. It’s all about firm culture.
What are your expectations for 2022 and beyond?
The pandemic caused many people to leave the workforce. Now, a few years later despite inflation and a tight labor market, some of these people are creating their own small businesses.
These new businesses will need help tracking financial results and finding operational resources.
Small business, the largest sector of the economy, will get even larger. The possibilities for bookkeepers and accountants focused on helping clients succeed, however clients define success, are endless.
What’s the best piece of advice you can offer your clients today?
My clients know I am not “just a bookkeeper.” My best advice: Ask before you do. I encourage them to reach out to me as a sounding board and resource. We talk through “next step” possibilities.
Basically, I do a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis in my mind. I never use the term SWOT analysis to my clients. They usually don’t know what it is and they don’t need the formal verbiage. Instead, I ask my client what the next step looks like, what resources do they currently have, what resources do they need to acquire, and bring to light unexpected operation workflow and financial challenges to smooth both the process and frustrations.
What was the best advice you ever received?
Kelly Gonsalves told me to get a business coach and introduced me to a coach deeply rooted in the ProAdvisor space. It was life changing. My businesses grew from there.
Is there a story you can share that really sums up the work you do for your clients?
When I work with new clients, they often ask, “Why doesn’t my accountant help with my business questions like you do?” I explain CPAs are overwhelmed with tax returns and just don’t have extra time to look at managerial financial results.
With just a few small tips, resources or suggestions, my clients decrease their stress level and increase their net income. Just a little help makes their lives better. Three clients have started new businesses and one bought a second home. Boom.
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