Behind Closed Books

How do you build a SaaS product customers actually want to use?
Andrew Abraham shares his approach to customer adoption, product-market fit, and startup growth.
He explains why founders should identify their customer's desires and value proposition before building a product, how AI can support customer adoption, and why strong teams and solid business foundations are essential for long-term success.
This episode offers practical insights for SaaS founders, entrepreneurs, and business leaders looking to build products around real customer needs and create lasting value.

Why do buyers lose interest during software demos?
Peter Cohan—founder of Great Demo! and bestselling author—shares the proven strategies behind effective software demonstrations that help businesses build trust, shorten buying cycles, and improve conversion rates.
Peter explains why discovery should always come before pitching, how to tailor demonstrations to different stakeholders, why buyers need different levels of proof before purchasing, and how the concept of Buyer Enablement creates a smoother buying experience.
The conversation also explores the famous "Last Thing First" methodology, avoiding the "Harbor Tour" demo, thinking like a doctor instead of a salesperson, and building presentations that focus on customer outcomes rather than product features.
Whether you're a SaaS founder, sales professional, consultant, entrepreneur, or business leader, this episode offers actionable frameworks to improve every customer conversation and every product demonstration.
Topics Covered:
Software demonstrations
Discovery calls
Buyer Enablement
Great Demo methodology
Sales psychology
Customer experience
SaaS sales
Sales leadership
Business communication
Entrepreneurial growth

Medical practices face increasing pressure from insurance companies, rising operating costs, and complex billing systems. In this episode, we explore how physicians and dentists can strengthen their financial foundation through better cash flow management, smarter patient collections, and strategic CFO guidance.
Learn why collecting payments upfront reduces financial risk, how insurance reimbursement delays affect profitability, why some practices are transitioning to cash-pay models, and how AI and operational improvements are reshaping healthcare businesses. You'll also hear why office managers are becoming essential partners in practice growth and financial success.
Whether you're a healthcare provider, practice owner, office manager, or finance professional serving the medical industry, this episode delivers actionable insights to help build a more profitable and sustainable practice.
Topics Covered:
Healthcare finance
Medical practice management
Cash flow optimization
Patient collections
Insurance billing
Cash-pay healthcare practices
CFO strategies
Office management
AI in healthcare operations
Business growth for medical practices
#HealthcareFinance #MedicalPractice #Bookkeeping #Accounting #CFO #CPA #FinancialLeadership #PracticeManagement #BusinessGrowth #Entrepreneurship

Discover how pharmacogenomics (PGX), personalized medicine, healthcare interoperability, and AI are shaping the future of healthcare. Learn why genetic testing, better data sharing, and patient advocacy are essential for improving clinical outcomes and delivering more personalized care.

Construction finance expert Kris Senior joins Behind Closed Books to discuss the financial systems that drive successful construction companies.
 
Learn how Fractional CFOs help contractors improve cash flow, forecasting, WIP reporting, project profitability, and financial visibility while navigating the growing role of software and AI in construction accounting.
 
Perfect for contractors, controllers, accountants, CPAs, CFOs, and construction business owners looking to strengthen their financial operations.

Craig Sheets welcomes Brad Stone, top-performing realtor and military veteran, for a deep discussion on the financial side of real estate investing.
 
Together they explore:• Rental property ownership• LLCs and liability protection• Tax deductions investors often miss• 1031 exchanges• Cost segregation• Appraisal strategies• Commercial leasing structures• Market trends and interest rates• Building long-term wealth through real estate
 
This episode delivers practical insights for investors, homeowners, entrepreneurs, and anyone considering real estate as part of their financial strategy.
 

AI is changing business faster than most owners realize — but where do you actually start?
In this episode of Behind Closed Books, Craig Sheets sits down with AI consultant and automation strategist Annette Merriman to break down how small and midsize businesses can realistically implement AI without overwhelming their teams or losing their human touch.
From AI audits and CRM optimization to conversational bots, voice cloning, automation systems, and the future of AI assistants, this conversation explores what business owners should actually focus on right now.
You’ll learn:
What an AI audit looks like for a business
How automation can save hours every week
Why AI should support people instead of replace them
How CRMs and AI tools work together
The differences between ChatGPT, Claude, Gemini, and Copilot
How AI personas and voice cloning are changing customer communication
What business owners should know about AI safety and guardrails
Why small businesses can now compete at enterprise levels
Whether you’re a CPA, consultant, real estate professional, agency owner, or entrepreneur, this episode will help you understand how AI can improve efficiency, communication, and customer experience without sacrificing authenticity.
#AIForBusiness #SmallBusinessAI #BusinessAutomation #ChatGPT #CRM #ArtificialIntelligence #Entrepreneurship #DigitalTransformation

What does a fractional CFO actually do — and when does your business need one?
In this episode, Diana Marat breaks down the key differences between CFOs, CPAs, and bookkeepers, and explains why forward-looking financial strategy is critical for business growth. From cash flow mistakes to planning for expansion, this conversation helps business owners understand how to make smarter financial decisions before problems arise.
If you’re growing a business and want clarity around your numbers — this episode is for you.
#FractionalCFO #BusinessFinance #CashFlow #Entrepreneurship #Leadership

Most business owners don’t recognize burnout until it’s already affecting their performance, their relationships, and their decision-making.
In this episode of Behind Closed Books, Craig Sheets sits down with licensed therapist Sarah Craft to break down how stress builds, how burnout actually shows up, and why mental health is directly tied to business success.
This conversation goes beyond surface-level advice. It explores the real signals your body and mind send before burnout hits, and how to respond before it becomes a bigger problem.
Sarah shares her journey from growing up in the foster care system to building her own therapy practice, and how that experience shaped her approach to helping clients today.
If you’re a business owner, leader, or professional feeling overwhelmed, this episode will help you understand what’s happening and what to do next.
In this episode, you’ll learn:
How to recognize early signs of stress before burnout
The difference between self-care and self-soothing and why it matters
Why brain fog, irritability, and emotional fatigue are warning signals
How therapy can support business performance, not just personal life
What to look for when choosing the right therapist
How to listen to your nervous system before things escalate
This episode is a practical guide to managing stress, understanding burnout, and making better decisions for your health and your business.
If you’ve ever felt like something is “off” but couldn’t explain it, this conversation will give you clarity.

In this episode, Zachary Roper shares a grounded look at the financial and operational realities of running a fire protection business.
From managing labor-heavy cost structures to negotiating rising healthcare expenses, Zachary explains how CFOs must think strategically to protect margins and sustain growth.
The conversation explores:
Why employee-related costs dominate service-based industries
How to handle major expense increases like insurance premiums
The limits of AI in hands-on industries
Why accounting and finance still require human judgment
How leaders can make better financial decisions under pressure
This episode is ideal for operators, founders, and finance leaders navigating real-world business challenges.