Prior to joining SRG in 1999, Tina Lazaroff, 48, worked in turnaround consulting, helping troubled technology and retail companies manage cash flow and pay down debt. Now she is the resident audit technical partner at SRG and provides perspective on emerging business issues and risks. As part of the in-house training program, Tina has conducted numerous seminars on accounting and auditing. She also serves on various committees within the firm. TITLE: Audit Technical Partner FIRM: SRG, Encino SPECIALTY: Consults on business issues and risks, trains other staff HOBBIES: Reading, hiking Question: Why accounting? Answer: I took an accounting class as part of getting my undergraduate business degree (at California State University – Northridge) and found out I was really good at it. I love the challenge of getting the right number, and also discovered I am a very detail-oriented person. Those two traits are important in a good accountant. What defines “star accountants”? Firms are looking for people who can handle engagements from beginning to end – someone who has the technical skills and people skills to service clients and become trusted advisors to them. My biggest star skill is managing multiple engagements and seeking out the right resources for my clients and identifying opportunities – not just in compliance, but in their business operations. Time management: I spend significant time talking to clients in both phone and in–person meetings. I spend about half my time reviewing files, documents and other technical work, and then I do a lot of personnel and firm management work. Best part of your job: I like advising clients – getting to know their businesses, developing personal relationships with them. Being involved in sales and acquisitions and financing deals on the client-side is especially fun. Biggest misconception about accounting? That it is boring, or somehow we’re all math geeks. I actually enjoy the personal relationships with both clients and employees a lot more! Your personality at work: I am naturally outgoing and find talking to people fairly easy. Given that a lot of what I do is manage the client relationships now, it helps a lot. New generation of accountants: We embrace technology change a bit more, and we’re more likely to have come to the profession with different kinds of experience. For example, I was in turnaround consulting before starting at my current firm. I feel we might bring some real world business knowledge instead of spending our entire lives as a CPA. Also, the soft skills – people skills – are very important now for recruiting and retaining talent. Memorable experience: I had good meeting with a potential client in which we discussed his new business and accounting issues with respect to the business operations. I gave him some advice, promised a fee quote, and referred him to another professional I know for legal advice. He called me back later that day and offered me the CEO position in his Company! I declined, but was very flattered. I ended up becoming his CPA, and we enjoy a great working relationship in that capacity. How should the profession change? I would love to see workflow improvements, less deadlines, less compliance work, and more creative business applications. I think the our generation of accountants has real work/life balance concerns and in order to create opportunities we need to focus on providing high-quality service while at the same time making sure life outside the office can happen too. Favorite out-of-the-office activity? I love to read because sometimes I need to “get away” into another world. Losing myself in a novel set in another time and place is restorative. I also love to hike and exercise – my professional life has its fair share of stress, and I need the physical relief and to keep myself healthy for my children and my clients. Career advice: You are your career, no one place can make or break it, so find a good fit and learn all you can while there. Also, seek out mentors and always, always maintain your rolodex of past employers, work mates and valued clients. Biggest mistake by clients: Probably looking at price as the only metric in hiring professionals. I’ve seen over and over again where clients make mistakes because of bad advice from professionals who were the lowest quote for the services they got. I would say ask friends and other trusted advisors for referrals, and sit down with those referrals and see who inspires your confidence. Ask about their processes, and make an informed choice with price being only one factor. In my experience, you usually get what you pay for. Life during tax season: Tough – the work hours are demanding and can be very hard on my husband and children. I am just really not available to them at that time. Accounting mentor? Definitely my mentors here at SRG – Fred Solomon and Drew Grey. Both are great business people and creative thinkers as well as accountants. – Mark R. Madler