Moss will discuss how to give effective accounting presentations to clients at the AICPA Not-for-Profit Industry Conference today in Washington, D.C., where experts in the nonprofit world will address best practices, accounting and auditing issues as they pertain to nonprofit organizations and the accountants who serve them.

Moss told SmartPros in a pre-conference interview that identifying the audience is a key step when preparing to give a presentation -- accountants need to know the client's level of understanding about accounting.
 
"Generally speaking, the reality is most folks who are responsible for budgets still don't have a very good understanding of how numbers relate to each other, so it's always going to be the responsibility of the CPA to present the data so that person can understand it," Moss said.
 
Moss warned that one of the greatest mistakes an accountant can make when presenting to "non-financial types" is to attempt to identify or explain in detail those complex accounting concepts.
 
"There are certain theories [and] concepts in accounting that they're never going to get, no matter how hard we try," Moss quipped. "Look for areas that are most misunderstood and try to break them down.
 
Moss recommends using an analogy. For instance, when talking to a client about financing, and trying to explain the cost of financing and the points and upfront fees, he will equate that concept to buying and financing a house. He steers the client through an exercise like this to bring the concept more in line with their experiences and understanding.
 
Also important, said Moss, is the overall presentation. He lists three essentials for a strong presentation: good visuals, a professional attire, and a practiced, well-rehearsed speech.
 
"The key is the package itself," Moss said. "Our business is contingent on credibility, so the better looking the package -- the more succinct, the easier to understand -- the better credibility you'll gain."

Bill Moss can be contacted for questions at 214.914.3972 or billmoss@sbcglobal.net

-- Niquette M. Kelcher