Before attending Reframe, Kelli Moss, owner of Moss Business Solutions LLC, felt like her business had stalled.

Based in Watkinsville, Georgia, Kelli had built a bookkeeping practice that was functioning, but something was missing. The enthusiasm and momentum that once drove her forward had faded.

She describes that season of her career in a simple way.

“Stuck,” she said. “Functioning without much enthusiasm.”

One of the biggest barriers she faced was around sales. Every sales strategy she encountered seemed to carry the same uncomfortable tone.

“I felt like all sales techniques gave off that ‘used-car salesman’ vibe,” she explained. “It left a bad taste in my mouth.”

Because of that perception, Kelli struggled to confidently talk about her services or communicate the value of her work.

She knew something needed to shift.

That’s when she began paying attention to the Reframe conference and the work of Hector Garcia and Carlos Garcia, whose ideas around mindset and communication resonated with her.

With encouragement from others in the bookkeeping community, Kelli decided to apply for an Accounting Cornerstone Foundation (ACF) scholarship, an opportunity that would help her see her business in a completely new way.

The Starting Line: Struggling to Sell With Confidence

Before attending the conference, Kelli knew the value she provided to her clients.

But she struggled with how to talk about that value.

Selling her services felt uncomfortable and unnatural, and she often found herself downplaying what she offered.

Without realizing it, the language she used about her business was reinforcing the doubt she felt.

She believed that learning how to reframe the way she spoke about her services could unlock new opportunities, both professionally and personally.

Reframe felt like the perfect place to start.

The Turning Point: A New Perspective on Sales

At Reframe, Kelli experienced something that shifted her thinking almost immediately.

The biggest lesson was surprisingly simple.

“Reframing my perspective really is all it takes to push the needle on making things happen,” she said.

One session in particular stood out. A presentation by Blair Enns changed the way Kelli thought about what sales could actually look like.

“Blair’s talk really helped change my perspective on what sales could feel and sound like,” she explained. “The walkthrough he did with Hector and Carlos was fantastic.”

Instead of viewing sales as something pushy or uncomfortable, Kelli began to see it as a conversation about value, a way to clearly communicate the impact her work has on clients.

The in-person environment amplified that realization.

“The energy alone is on a completely different level,” she said. “Being in the room allows for shared experiences, real-time perspectives, and insights that just don’t surface the same way online.”

After the Conference: Changing the Language, Changing the Results

When Kelli returned home, she immediately began applying what she had learned.

The first shift was in the way she spoke about her business.

“I realized I had been talking down about my business just through the language I used,” she said.

By adjusting how she described her services, and by pricing them in a way that better reflected their value, everything began to change.

“I’m now pricing and wording my services to better represent the value I provide my clients.”

The impact was immediate.

Since attending the conference, Kelli has:

• gained five new clients
• raised her prices
• implemented stronger boundaries to protect her time

Those changes helped her move out of the overwhelm she had been feeling and into a renewed sense of confidence.

Looking back, she believes the conference arrived at exactly the right moment.

“I was in a funk and overwhelmed,” she said. “I don’t think I would have bounced back as confidently or as strongly if it hadn’t been for Reframe.”

Small Wins, Big Momentum

Beyond the measurable business growth, Kelli says one of the most meaningful outcomes was personal.

She stepped outside of her comfort zone, built new friendships within the industry, and began to recognize the progress she had already made.

“I stepped out of my shell, made new industry friends, and feel more proud of myself and my accomplishments.”

Now, instead of overlooking small wins, she’s learning to celebrate them.

“I’m taking those little wins and adding them up now.”

Why In-Person Learning Matters

For Kelli, conferences provide something that virtual learning simply cannot replicate.

Because bookkeeping is often done remotely, many professionals work in isolation.

“Being virtual by nature can be limiting and lonely,” she said.

In-person events create the opportunity for deeper conversations, real camaraderie, and practical insights that go beyond what can be learned through online searches or virtual sessions.

“We get to ask the questions we would have otherwise asked Google,” she explained. “And we get the benefit of really digging into the details.”

Receiving the scholarship itself was also deeply meaningful.

“It made me feel excited and worthy.”

Paying It Forward

Kelli believes the Accounting Cornerstone Foundation plays an important role in helping professionals access opportunities they might otherwise miss.

“The fact that this foundation even exists is phenomenal,” she said. “It helped advance my business in ways that may never have presented themselves otherwise.”

Her advice for anyone unsure whether they should apply for a scholarship is simple.

“Just do it.”

Because sometimes the first step toward transformation is simply giving yourself the chance to take it.

If Kelli had to summarize her ACF experience, she would describe it this way:

A process that felt supportive, welcoming, and genuinely invested in helping professionals grow.