How to flip from service-led to advisory-led discovery calls

In the accounting community, we often talk about expanding into advisory services. Many of us believe in the value we can deliver through advisory work, yet there’s one consistent hurdle: How do I sell it?

We’re confident that if we secure the engagement, we’ll do a great job. But taking that first step—effectively selling the value of advisory services—can feel elusive.

At Intuit Connect 2024, I had the pleasure of hosting a session with Kenji Kuramoto from Acuity, and Roman Villard, CPA, founder of Full Send Finance, two leaders in advisory-led accounting. We shared insights on shifting from service-led to advisory-led discovery calls, and uncovered several actionable takeaways for creating more meaningful, results-driven client interactions.

Here are six highlights from the conversation:

1. Be relational, not transactional

In one of the more memorable examples, Kenji shared how he won a client over another fractional CFO by simply being himself. The client’s reason? “You talk to us like equals, and we actually enjoy working with you.” Building relationships means meeting clients on a personal level, not just as numbers on a spreadsheet. However, to cultivate that relational approach, you and the client must be willing to invest in a true partnership.

2. Help clients define their north star

A powerful aspect of advisory work is helping clients articulate their why. Ask questions that go deeper than just “What are your goals?” Dig into their motivations. Are they driven by family legacy, environmental impact, or community contributions? Roman said that, by aligning their “north star” with the engagement, you set the foundation for a lasting, values-driven partnership. In addition, asking insightful questions demonstrates your competence, helping clients see the value in your advisory expertise.

3. Employ non-accountant salespeople for fresh perspectives

Kenji explained how Acuity’s non-accountant salespeople excel in listening and building advisory-led relationships. Without the accounting jargon, they’re free to ask questions and engage with clients more naturally, often discovering deeper insights that lead to valuable advisory opportunities.

4. Advisory is a team sport

One of the common challenges with advisory work is the expectation that you need to handle everything yourself. But advisory isn’t a solo endeavor; it’s a team sport. If a client requires a specific expertise, such as a fractional CFO, tap into your network for support. Leveraging your connections enables you to offer a holistic service without overstretching yourself.

5. Balance value demonstration and the ask

Finding the balance between demonstrating upfront value and making a timely ask is crucial. One method we discussed is to gauge the fit early in the process. If the client aligns with your ideal profile, invest a bit more time in the relationship before asking for the sale. Equally, don’t hesitate to to walk away if they’re not a match. Knowing your ideal client profile helps save valuable time and ensures you’re working with clients who genuinely value your services.

6. Use Loom to walk through proposals

Instead of simply sending a proposal, consider using Loom to record a walkthrough. Going through the proposal live allows you to clarify points, provide context, and give a more personalized pitch. This approach is far more engaging than a static document, and can make a significant impact on client perception.

Lead with advisory

These insights emphasize the art of meaningful client interactions. By adopting an advisory-led approach, you not only differentiate yourself, but also create a foundation for long-lasting partnerships based on trust, value, and shared goals.

In a red ocean, you will no longer compete on price. In a blue ocean, you’ll start winning because you’re you.