For generations the Finance profession has been deemed to be the most boring of things - mere ‘bean-counters' valuing, counting and confirming quantities throughout the world of commerce.

If this remains your perception of your role then you are in danger of being passed to the realms of extinction!

No longer can we continue with this age old adage of our profession, we must all migrate to the 21stCentury and ensure we accept our new role within business. That of accountants embracing change and adding value through their role - ‘growing beans instead of counting them'.

We all no doubt think this is what we do already - but is that the reality? Do the strategic teams really understand our roles? Or do they pretend to know what we are going on about? Learning the skills of salesmanship for an accountant is a particularly hard job for a profession that historically was not even allowed to advertise its services! So selling your skills in the board room is just as difficult but essential if you are to add the value needed in these extremely difficult times. Of course this is not restricted to the boardroom salesmanship is required in all dealings with customer interface, including negotiating with financiers, shareholders, suppliers, customers and your fellowboard members. Having these skills in abundance is what sorts the wheat from the chaff and promotes the go getters out there.

If you are born with the skill to explain to your average business associate the vagaries of such extremes as double entry bookkeeping to derivatives then the finance world is your proverbial oyster - if not then I am afraid it's back to school to learn how it's done. But learn you must! Obtaining understanding is the key to selling the needs of business to your colleagues and asessential as breathing!

Ask someone at your next meeting if they always understand you and you may be surprised, ignore the answer at your peril!

By Denise Shacklady FCCA MIOD - Group Finance Director - www.tibard.co.uk