PRA2602. From Tires to Trust: The Michelin Guide to CPA Firm Growth

What do tires, fine dining, and CPA firm growth have in common? More than you think. Michelin created demand not by selling products, but by reshaping experiences. The results? More demand, more value, and more sales. Inspired by Michelin’s bold marketing move, this session unpacks how CPA firms can position for growth beyond compliance, create demand for high-value services, and provide an elevated client experience.

Learning Objectives:

• Recognize how value positioning can drive firm growth.
• Develop strategies to elevate the client experience, shifting from transactional relationships to trusted advisor.
• Identify opportunities to repackage existing services as high-value offerings.