When small business owners need payroll services to whom do they turn? More often than not it’s their CPA—the profession has helped fill that gap for years.

But a recent survey of nearly 700 small businesses in the manufacturing, professional services, government, nonprofit and other sectors revealed they generally get advice and services relating to health care, HR management and legal and compliance issues from lawyers, insurance brokers, government agencies, the Internet and reference books rather than from their accountants.

The message is clear: CPAs could benefit by more aggressively promoting their firms and further developing their expertise in these market niches.