Business Development for Small and Middle Market Accounting Professionals
When I first started in accounting, the idea of business development felt intimidating. I imagined it as a constant round of happy hours, golf outings, and pitching strangers just to convince them to work with you. Over time, I discovered something much simpler and far more effective: the best way to do business development is to do good work and build strong relationships.
Let me explain. In my consulting work with small and growing accounting departments, I often collaborate with other consultants, like outsourced CFOs. There was one instance where an outsourced CFO I worked closely with reached out to me with a very technical accounting question. I had provided consistent, reliable support on our existing projects, and she trusted my judgment. During that exchange, she mentioned a need at another one of her clients and brought me in. This opportunity came not from cold networking or formal pitches, but from taking the time to do great work and nurturing a relationship. I had even given her an unsolicited call earlier just to check in on how things were going at one of the companies we shared. That small, thoughtful gesture and consistent performance opened doors that might otherwise never have appeared.
For students and early-career professionals, the good news is that business development does not have to feel scary or transactional. It is approachable and can start with simple, concrete steps. Start by building trust with the people you work with. Ask good questions and listen carefully to understand their challenges and goals. Deeply understanding the businesses you serve is crucial—if you do not know how a business works, it is hard to see where you can add value or recognize opportunities for new work.
Traditional methods like networking events, golf, or industry conferences can certainly help, especially for those who enjoy socializing or thrive in those environments. But they are not the only path to success. Some accountants excel by demonstrating their expertise and reliability, earning referrals naturally from clients who trust them. Others may enjoy hosting conversations over golf or engaging peers at conferences. The key is finding the combination of activities that align with your personality and strengths. Doing what you enjoy while delivering excellent work is more effective and sustainable than forcing yourself into a model that does not fit you.
Referrals often flow naturally from trust and high-quality service. At the same time, it is important to articulate your interest in new opportunities. A simple conversation with a client, letting them know you enjoy working with them and would be glad to explore additional ways to help, or asking if they know anyone who could benefit from your services—can create opportunities that might otherwise never exist.
Business development is not about being pushy or constantly selling yourself. It is about being reliable, knowledgeable, and genuinely curious about your clients’ businesses. It is about building relationships and trust, and then having the confidence to let people know you are open to helping more. When you approach it this way, you may be surprised how naturally the opportunities begin to appear.
For students and young professionals, here are a few actionable steps to start practicing business development today:
Build trust early – Be consistent, reliable, and responsive in your work.
Ask thoughtful questions – Understand the client’s business, pain points, and goals.
Learn the business deeply – Knowing how a business operates gives you insight into where you can add value.
Check in proactively – Small gestures, like a thoughtful call or email, reinforce relationships.
Express interest in opportunities – Let clients and trusted peers know you are open to helping more or meeting others who could benefit from your services.
By combining these approaches, young accountants can begin to see business development as a natural extension of excellent client service rather than an intimidating requirement. With time, consistent effort, and authenticity, business development can become one of the most rewarding parts of your career.