Using LinkedIn to Drive $500K+ in CAS Services w/Roman Villard

Podcast

Summary

In this episode of Growing Your Firm, host David Cristello welcomes Roman Villard, CPA, founder of Full Send Finance and co-founder of Full Send Design.

The conversation kicks off with a focus on the importance of consistency in achieving success across various endeavors, including social media and business.

Roman shares insights from his experiences on LinkedIn, where his consistent efforts have significantly increased awareness of his brand and services over the past year and a half.

The discussion then delves into Roman’s journey in building Full Send Finance, exploring strategic thinking for growing firms, and how modern practices can enhance operations.

Tune in for valuable takeaways on leveraging social media and maintaining momentum in your professional endeavors.

Roman Villard: A Visionary in Accounting and Finance

Roman Villard is a dynamic entrepreneur and thought leader in the accounting and finance industry, known for his innovative approach to client service and his commitment to elevating the standards of the profession. 

As the founder of Full Send Finance and co-founder of Full Send Design, Roman has carved a niche for himself by blending traditional accounting practices with modern technology and branding strategies, creating a unique value proposition for early-stage companies.

With a career spanning several years in both public accounting and business development, Roman has amassed a wealth of experience that informs his current endeavors. He began his journey in the accounting world at prestigious firms such as Baker Tilly and Crowe, where he honed his skills in audit and consulting. 

However, it was his transition into business development that truly set the stage for his future success. Embracing the challenge of a zero-base salary role in business development, Roman demonstrated remarkable courage and adaptability, quickly learning the intricacies of sales and client engagement. This experience not only expanded his professional repertoire but also ignited a passion for helping businesses grow and thrive.

In 2021, Roman took a bold step by founding Full Send Finance, a client accounting services (CAS) firm that focuses on providing full-cycle accounting, financial reporting, and strategic guidance to early-stage companies in the technology, e-commerce, consumer packaged goods (CPG), and professional services sectors. Under his leadership, Full Send Finance has experienced rapid growth, expanding from a one-person operation to a team of dedicated professionals.

Roman’s philosophy centers around the idea that consistency is the cornerstone of success, a principle he applies not only to his firm’s operations but also to his personal branding efforts on platforms like LinkedIn. By committing to daily engagement and content creation, he has significantly increased awareness of both himself and his firm, establishing a strong presence in the industry.

In addition to his work at Full Send Finance, Roman has recently co-founded Full Send Design, a venture aimed at helping other accounting firms enhance their branding and digital presence. This initiative stems from his recognition of the need for modern, engaging branding in the accounting industry, which has traditionally been viewed as conservative and uninspiring. By offering services that encompass branding foundations, visual identity, and digital strategy, 

Detailed Synopsis

Consistency in Posting on Platforms Like LinkedIn

In a recent podcast episode featuring Roman Villard, founder of Full Send Finance, the significance of consistency in posting on platforms like LinkedIn is underscored as a vital strategy for building awareness and credibility. Here are some key insights from the discussion:

1. Determinant of Success : Roman emphasizes that consistency is the foremost determinant of success in any endeavor, whether it involves social media, launching a business, or pursuing a hobby. This principle directly influenced his approach to LinkedIn.
2. Daily Posting : Roman committed to posting daily on LinkedIn without a specific framework or target market at first. His primary goal was to enhance visibility and awareness of both himself and Full Send Finance. This daily engagement allowed him to establish a presence that gradually attracted attention.
3. Building Awareness : Over a year and a half, Roman’s consistent efforts on LinkedIn significantly increased awareness of who he is and what Full Send Finance offers. This visibility is crucial in a competitive market, helping potential clients and referral partners recognize and remember the brand.
4. Pre-Qualification of Leads : By consistently sharing content, Roman believes he is engaging in a substantial pre-sales effort. When potential clients reach out, they often already have a sense of who he is, how he thinks, and how he communicates. This pre-qualification process can lead to more meaningful conversations and ultimately, client conversions.
5. Overcoming Fear and Insecurity : Many individuals hesitate to post consistently due to fears of negative feedback or a lack of engagement. Roman acknowledges that while it can be daunting to face silence after posting, putting oneself out there is essential. He encourages others to push through the initial quiet, as consistency can eventually lead to engagement and connection.
6. Indirect Opportunities : Roman notes that, although he does not engage in outbound marketing, the consistency of his LinkedIn posts has led to indirect opportunities. Referral partners and potential clients frequently see his name, keeping him top of mind when they need accounting services.
7. Creating a Community : By being active on LinkedIn, Roman has not only built awareness for his firm but also fostered a community of connections. This network can lead to referrals and collaborative opportunities, further enhancing his firm’s growth.

The Importance of Consistency in Building a Brand

In the podcast episode featuring Roman Villard, founder of Full Send Finance, the importance of consistency in branding and marketing efforts is highlighted as a key determinant of success.

Roman shares his personal experience with LinkedIn, where he committed to posting daily for over a year and a half. This consistent effort not only increased his visibility but also helped establish a strong brand presence for both himself and his firm.

Key Takeaways on Consistency

1. Building Awareness: Roman emphasizes that his consistent posting on LinkedIn has led to greater awareness of who he is and what Full Send Finance represents. By regularly sharing insights and engaging content, he has positioned himself as a thought leader in the accounting space.
2. Overcoming Fear of Rejection: Many individuals hesitate to put themselves out there due to the fear of negative feedback or lack of engagement. Roman acknowledges this fear but encourages others to push through it. He notes that even if initial posts receive little to no engagement, consistently sharing content can eventually lead to meaningful connections and opportunities.
3. Creating a Pre-Sales Environment: Roman views his LinkedIn activity as a pre-sales effort. By consistently sharing his thoughts and experiences, potential clients and referral partners can get a sense of his personality and approach before even having a conversation. This pre-qualification process can lead to more productive discussions and a higher likelihood of conversion.
4. The Role of Branding: Consistency in branding extends beyond social media. Roman discusses how Full Send Finance focuses on delivering a consistent brand experience throughout the client journey. From initial outreach to onboarding and ongoing service, maintaining a cohesive brand message helps build trust and loyalty among clients.
5. Long-Term Commitment: Roman emphasizes that consistency is not just about short-term gains; it’s about building a sustainable brand over time. He encourages others to commit to their efforts, as the results may not be immediately visible but will compound over time.

The Importance of Brand Presence

1. Visibility and Recognition: Roman highlights that his consistent posting on LinkedIn has significantly increased awareness of both himself and his firm. By regularly engaging with potential clients and referral partners, he ensures that his brand remains top-of-mind. This visibility is essential in a crowded marketplace where many firms offer similar services.
2. Unique Identity: Full Send Finance has cultivated a distinct brand identity that resonates with its target audience. Roman notes that many firms in the industry adopt a “boxy, lack of personality” approach, which can make them less appealing to potential clients. In contrast, Full Send Finance’s modern branding and approachable tone help it stand out, attracting clients who seek a more engaging and personable experience.

Engaging Client Experience

1. Consistent Messaging: Roman discusses how Full Send Finance provides a consistent brand experience throughout the client journey. From initial outreach to ongoing service delivery, clients receive a cohesive message that reinforces the firm’s values and commitment to quality. This consistency builds trust and helps clients feel secure in their choice of service provider.
2. Transparent Processes: The firm emphasizes transparency in its operations, which is critical for client satisfaction. By clearly outlining what clients can expect at each stage of the engagement, Full Send Finance fosters a sense of reliability and professionalism. This transparency not only enhances the client experience but also encourages referrals and word-of-mouth marketing.
3. Personal Connection: Roman aims to create a culture where clients feel they can connect with their accountants on a personal level. He mentions the goal of being the type of firm that clients would want to take out for a beer. This personal touch can significantly enhance client loyalty and retention, as clients are more likely to stay with a firm that they feel understands and values them.

Impact on Pricing and Retention

1. Higher Client Retention : A strong brand presence combined with an engaging client experience leads to higher client retention rates. When clients feel valued and understood, they are less likely to seek services elsewhere. Roman notes that while referrals are a smaller percentage of their client acquisition, the stickiness of their service and the positive experiences clients have lead to ongoing conversations about their services.
2. Ability to Charge Premium Prices : Firms that successfully differentiate themselves through branding and client experience can command higher fees. Roman explains that when clients perceive a higher quality of service—due to polished branding and a seamless client experience—they are often willing to pay more. This value-based pricing approach allows Full Send Finance to charge an average of $3,500 per month, significantly higher than their initial pricing structure.

The Importance of Consistency in Building a Brand

In the podcast episode featuring Roman Villard, founder of Full Send Finance, the significance of consistency in branding and marketing efforts is emphasized as a key determinant of success. 

Roman shares his personal experience with LinkedIn, where he committed to posting daily for over a year and a half. This consistent effort not only increased his visibility but also helped establish a strong brand presence for both himself and his firm.

Key Takeaways on Consistency

1. Building Awareness: Roman highlights that his consistent posting on LinkedIn has led to greater awareness of who he is and what Full Send Finance represents. By regularly sharing insights and engaging content, he has positioned himself as a thought leader in the accounting space.
2. Overcoming Fear of Rejection: Many individuals hesitate to put themselves out there due to the fear of negative feedback or lack of engagement. Roman acknowledges this fear but encourages others to push through it. He notes that even if initial posts receive little to no engagement, the act of consistently sharing content can eventually lead to meaningful connections and opportunities.
3. Creating a Pre-Sales Environment: By consistently sharing his thoughts and experiences, Roman believes he is effectively conducting a pre-sales effort. Prospective clients and referral partners become familiar with his approach and personality before even engaging in a conversation, which can lead to a more productive and trusting relationship.
4. The Role of Branding: Roman discusses how a strong brand presence can attract not only clients but also potential employees. He mentions that many individuals have reached out to Full Send Finance expressing interest in working there, largely due to the brand’s unique identity and the engaging content shared on platforms like LinkedIn.
5. Long-Term Commitment: Consistency is not just about frequency; it’s also about the long-term commitment to building a brand. Roman’s approach to LinkedIn is a testament to the idea that sustained effort over time can yield significant results, even if the initial response is slow.

Building a Culture that Values Diverse Perspectives and Experiences

In the podcast episode featuring Roman Villard, founder of Full Send Finance, the importance of cultivating a diverse and inclusive culture within a firm is emphasized as a key driver of effectiveness and adaptability. 

Here are several insights drawn from the discussion that highlight how such a culture can enhance a firm’s appeal to both potential employees and clients.

1. Culture Adds vs. Culture Fits

Roman discusses the concept of seeking “culture adds” rather than “culture fits” when hiring. This approach encourages the inclusion of individuals who bring different perspectives and experiences to the table. By valuing diversity in thought and background, firms can foster a more innovative environment where unique ideas can flourish. This not only enhances problem-solving capabilities but also creates a more dynamic workplace that can adapt to changing market conditions.

2. Enhanced Client Relationships

A diverse team can better understand and relate to a wider range of clients. Roman notes that when clients perceive a firm as being well-rounded and inclusive, they are more likely to feel understood and valued. This connection can lead to stronger client relationships and increased loyalty, as clients appreciate working with a firm that reflects their own values and experiences.

3. Attracting Talent

As Roman points out, the branding and digital presence of Full Send Finance have attracted numerous qualified candidates who resonate with the firm’s ethos. A culture that actively promotes diversity and inclusion is often seen as more attractive to potential employees. Candidates are increasingly looking for workplaces that align with their values, and a commitment to diverse perspectives can set a firm apart in a competitive job market.

4. Creating a Supportive Environment

Roman emphasizes the importance of building a healthy, dynamic, and connected culture. By fostering an environment where diverse voices are heard and valued, firms can create a supportive atmosphere that encourages collaboration and creativity. This not only enhances employee satisfaction but also leads to better overall performance, as team members feel empowered to contribute their unique insights.

5. Long-Term Growth and Sustainability

A culture that embraces diversity is more adaptable to change, which is crucial in today’s fast-paced business environment. Roman’s experience in building Full Send Finance illustrates that firms that prioritize diverse perspectives are better equipped to navigate challenges and seize new opportunities. This adaptability can lead to sustainable growth and a stronger market position over time.

Conclusion

In summary, building a culture that values diverse perspectives and experiences is not just a moral imperative; it is a strategic advantage.

As highlighted by Roman Villard, such a culture enhances a firm’s effectiveness, adaptability, and attractiveness to both potential employees and clients.

By embracing diversity, firms can create a more innovative, supportive, and successful environment that drives long-term growth and success.

Timestamps

[00:02:04] Team growth in entrepreneurship.

[00:05:18] Consistency in social media success.

[00:08:50] Growth strategies in accounting firms.

[00:10:43] Client referrals and word of mouth.

[00:15:04] Value-based pricing strategy.

[00:17:31] Hiring challenges in accounting.

[00:20:25] Launching Full Send Design.

[00:25:33] Branding strategy for accounting firms.

[00:29:26] Boldness and career transitions.

[00:32:02] Launching a CAS firm.

[00:33:27] Branding insights and frameworks.