6 Ways to Position Your Small Accounting Firm as a Valued Merger Partner

Mergers and acquisitions (M&A) in the accounting industry often leave smaller firms with little negotiating power, resulting in absorption by larger firms. However, small firms can become valued merger partners by showcasing their strengths and long-term viability. A proactive approach allows small firms to structure deals that align with their objectives, increasing the likelihood of achieving their merger goals.

1. Develop a strong market position. Larger firms typically seek merger partners that enhance their capabilities, not just expand their footprint. Small firms should specialize in niche markets, develop deep expertise or establish a strong local presence that makes them indispensable. A well-defined market position with a unique value proposition makes a small firm an attractive partner.
2. Build thought leadership and credibility. Small firms that position themselves as thought leaders increase their attractiveness to potential merger partners. Demonstrating expertise through published articles in respected industry publications, speaking at conferences and securing prestigious awards helps establish credibility. Receiving accolades from professional organizations and participating in leadership roles within industry groups can elevate a firm s profile.
3. Demonstrate financial stability and operational efficiency. Financial strength is essential for securing a favorable merger. Small firms must show consistent revenue growth over several years. Consistently maintaining strong profit margins, operating efficiently and meeting growth goals demonstrates a firm s financial health and long-term stability. Small firms should also have sound financial practices, including clear billing policies, manageable debt and strong cash flow, positioning them as financially responsible merger candidates.
4. Leverage technology and innovation. Firms that embrace technology position themselves as forward-thinking merger partners. Utilizing software from leading providers minimizes integration challenges. Strong cybersecurity measures protect client data while automation streamlines workflows for greater efficiency. Integrating AI in audits, data analysis and financial forecasting enhances service capabilities, increasing a firm s appeal to potential merger partners.
5. Maximize employee retention and leadership development. A merger partner invests in a small firm’s clients and professionals, gaining valuable relationships and an experienced team. A stable, loyal staff enhances a firm s value and demonstrates consistency and operational strength. Retaining top talent requires competitive compensation, career development opportunities and a supportive culture. Through mentorship and training, firms can develop future leaders, strengthen leadership pipelines and create long-term stability, providing the merger partner with a skilled and loyal team. Large firms often impose two- and five-year performance targets on acquired partners, with noncompliance leading to a demotion, reassignment or termination. Burdening smaller-firm partners with aggressive growth and realization goals, especially amid rising billable rates, fuels dissatisfaction and turnover.
6. Focus on client retention and service excellence. A loyal client base enhances a firm s value in a merger. Small firms that provide exceptional service and maintain strong client relationships stand out as attractive partners. High retention rates and referrals demonstrate trust and satisfaction, strengthening their appeal. A distinct client service model, long-term engagement and recurring revenue create financial stability, boosting negotiating leverage by showcasing sustained growth and loyalty. Instead of reacting to merger offers, small firms should proactively seek out potential partners that align with their vision. Understanding their own value allows small firms to avoid settling. Engaging M&A advisors facilitates favorable negotiations, resulting in advantageous deals. Structuring mergers where leadership remains actively involved post-merger safeguards client and employee relationships. This ongoing involvement fosters trust and operational continuity, ensuring smooth integration and maintaining client and employee relationships.

Successfully navigating a merger requires strategic planning, industry expertise and partnerships. Small firms that refine their market position, embrace technology and establish thought leadership can negotiate from a position of strength. However, the complexities of M&A make expert guidance essential. Without it, firms risk misalignment, operational disruptions and lost value.

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Salvatore M. Schibell Salvatore Schibell, CPA, CFP®, CGMA, MST, MBA, is the tax partner at Lawson, Rescinio, Schibell & Associates, P.C. He is a member of the NJCPA Federal Taxation and State Taxation interest groups. More content by Salvatore M. Schibell: Authentic Kindness at Work: The Key to Building Trust and Avoiding Pitfalls How New Jersey Residents Can Avoid Double Taxation on New York and Pennsylvania Income