Ted McRae has spent more than 30 years working at the intersection of accounting, technology, and human behavior.
His career spans leadership roles at some of the most influential companies in the profession, including ADP, Intuit, and Xero, where he helped accountants, bookkeepers, and business owners adopt new systems, navigate change, and build stronger financial operations.
During his years at ADP, Ted learned what effective selling looks like when it’s grounded in trust and built on real human connection. Those lessons shaped the advisory approach that became the foundation of his work. At Intuit, he trained thousands of accounting professionals on client relationships, technology adoption, and workflow efficiency. As one of the earliest members of Xero’s United States team, he helped bring cloud accounting into the mainstream, guiding firms through the transition to new technology with patience, honesty, and clarity.
Today, Ted serves as the Chief Evangelist at MakersHub, where he focuses on education, advisory training, and modern workflow design for accounting professionals. He leads conferences, webinars, boot camps, and certification programs that teach accountants how to communicate with clients in a way that builds trust instead of pressure.
Throughout his career, Ted has been known for his calm, conversational style and his ability to make complex ideas feel simple. His work centers on emotional clarity, practical structure, and genuine human connection. He believes accountants do their best work when conversations feel safe, honest, and grounded, not scripted or manipulative.
Emotional Selling: A Conversational Framework for Accountants Who Hate Selling is the result of decades of working with pro-fessionals who want to help people but feel uncomfortable with traditional sales tactics. This book outlines the approach Ted uses every day: steady, human-centered, and built on the emotional truths that drive real decisions.
He lives in Ventura County, California, where he enjoys the outdoors, local community events, and quiet evenings relaxing and playing the guitar.
