Jab, Jab, Jab, Right Hook: A CPA’s Guide to Advisory Relationships

Gary Vaynerchuk isn’t a CPA. He doesn’t talk about tax season or partnership structures. But one of his core principles from Jab, Jab, Jab, Right Hook may be one of the most useful ideas for the modern accounting firm. 

The premise is simple: 

“Give. Give. Give. Then ask.” 

In other words: deliver value consistently, build trust intentionally, and only then consider making an ask - whether that’s a sale, a recommendation, or a new engagement. 

While this originated as a social media and marketing concept, it maps surprisingly well onto the relationships CPAs have with their clients, especially as more firms shift toward advisory conversations. 

Let’s break it down in the context of a CPA firm looking to expand into offering seamless, integrated financial solutions for their clients.  

First, Reframing the Role as a Holistic Strategy Leader 

For years, CPA-client relationships have been structured around deadlines: tax season, year-end, quarterly filings. 

But many real decisions clients are facing don’t always align on the calendar: retirement, succession, liquidity events, transitions within the family or the business. 

CPAs are often the most trusted advisor in a client’s life. The opportunity now is to lead conversations that extend beyond compliance and into clarity. 

You don’t need to “sell” more. You just need to show up differently. 

Three Ways CPAs Can “Jab” with Value 

Here’s how “jab, jab, jab” might look in the day-to-day life of a CPA firm: 

1. Ask a Thoughtful Question That Has Nothing to Do with a Deadline 

You might send a quick note like: 

“I noticed your operating income is up this year. Have you given any thought to how that might affect your retirement contributions or long-term planning?” 

It’s not about selling a new service. It’s about inviting a broader conversation when the timing makes sense. 

2. Bring Future-Focused Topics Into Everyday Check-Ins 

During a routine meeting, you might say: 

“You mentioned bringing your daughter into the business. Are you starting to think about what long-term ownership could look like?” 

This isn’t pitching succession planning. It’s simply acknowledging that you heard something important and giving them space to explore it with someone they trust. 

3. Share Resources That Spark Strategic Thinking 

Forward a relevant article, podcast, or stat with a note like: 

“This piece on post-exit planning got me thinking about how a few of our clients are approaching life after business ownership. Thought you might find it helpful.” 

Not every touchpoint needs to be a service. Sometimes, offering context is the most valuable thing you can do. 

The “Right Hook” Isn’t a Pitch, It’s a Natural Next Step 

Eventually, if enough trust is built and the client is ready, the right hook becomes simple and organic: 

“If you ever want to take a step back and look at the full picture, I’m happy to help you think it through or bring in a few people who specialize in that kind of planning.” 

It’s not a script. It’s not a push. It’s an offer of alignment. 

A New Way to Support the Clients You Know Best 

You’re already having the conversations that matter most: about retirement, succession, investments, and family goals. Integrated Advisory helps you turn those conversations into real, lasting value for your clients. 

When you’ve worked with a client for years, you understand far more than their balance sheet. You know their ambitions, their challenges, and what success truly means to them. That insight is the foundation of an advisory practice, and it’s already within your firm. 

Integrated Advisory gives you the structure, tools, and collaborative network to turn those trusted relationships into a more comprehensive service offering. It helps your firm stay at the center of your clients’ financial lives, coordinating seamlessly with specialists in retirement, estate, succession, and wealth planning. 

It’s not about reinventing your role. It’s about expanding it. With the right framework, you can start building an advisory business today; one that adds value year-round, deepens client loyalty, and creates new opportunities for your firm’s growth. 

You remain the steady, strategic guide. 
The network brings the specialists to support the plan. 
Your client stays aligned and confident, while you stay central. 

Explore how Integrated Advisory can help your firm translate everyday conversations into a truly holistic client experience. Get in touch with an advisor today.