FREE TRAINING THIS WEDNESDAY ON STARTING A CFO ADVISORY SERVICE
How to Sell CFO Advisory Services Without Feeling Like a Salesperson
Adam Lean
May 13, 2025 • 5 min read
May 13, 2025 • 5 min read
A Better Way to Win Clients Without the Sales Pressure
Most financial professionals don't enjoy selling, and that’s completely understandable. If you're like most accountants, bookkeepers, or CPAs, you’d much rather focus on helping clients than pitching your services.
Here’s the good news: you don’t need to be a traditional salesperson to successfully sell CFO Advisory services. In fact, when done right, your clients will feel like they’re the ones asking to work with you.
In this article, we’ll explore three key ingredients that allow you to attract and win CFO Advisory clients, without feeling pushy, awkward, or inauthentic.
Here’s the good news: you don’t need to be a traditional salesperson to successfully sell CFO Advisory services. In fact, when done right, your clients will feel like they’re the ones asking to work with you.
In this article, we’ll explore three key ingredients that allow you to attract and win CFO Advisory clients, without feeling pushy, awkward, or inauthentic.
Watch the Full Breakdown
Watch the Full Breakdown
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Context: Make the Outcome Clear
Why Business Owners Don’t Instantly “Get” CFO Advisory
Unlike services like bookkeeping or tax prep, CFO Advisory isn’t something most business owners immediately understand.When they hear "CFO," they might think:
- "That’s for big corporations, not me."
- "I already have an accountant."
- "My spouse or office manager handles the books."
They don’t realize that a CFO Advisor can help them grow a successful business by providing clarity, focus, and direction.
How to Apply Context in Your Conversations
Your job isn’t to explain features like "target setting," "forecasting," or "reviewing reports." Those don’t mean much to the average business owner.Instead, connect the dots between what they want and what your service provides:
- “You want to increase profit, enjoy your business again, and feel more in control? That’s exactly what I help with.”
Business owners want a successful business. Your role is to show how your service makes that happen.
Conviction: Believe in What You Offer
Why Confidence Converts
You don’t need to be a master closer to land clients, you just need to truly believe that your service helps people.When you speak with conviction, it comes through in your words, your posture, your tone, and clients feel it.
People buy from those who:
- Are confident in their ability to help
- Believe in the value of what they offer
- Care about delivering a result
How Conviction Wins Clients
You could be a new CFO Advisor and still land clients if you:- Know your service helps people
- Communicate with certainty that it delivers results
- Show that you’re committed to helping the client succeed
Confidence is contagious. When you’re convicted, prospects trust you more, even if they don’t fully understand how the service works.
Care: Show That You Genuinely Care
The Human Side of Advisory
Your prospects aren’t just business owners, they’re people. And many of them are overwhelmed, anxious, or unsure about the future of their business.They don’t need another technician. They need someone who cares enough to walk alongside them.
How to Demonstrate Care
You can’t fake this. True care looks like:- Asking questions that show you’re interested in their goals
- Listening more than you speak
- Customizing your guidance to their reality
- Wanting them to win as much as they do
Business owners are more likely to say yes to someone who makes them feel heard, understood, and supported.
The Formula: Context + Conviction + Care
When you lead with these three principles:
You no longer need to "sell" your service. Instead, you become the obvious choice.
- Context helps them understand how your service creates the future they want
- Conviction inspires trust and confidence
- Care builds connection and loyalty
You no longer need to "sell" your service. Instead, you become the obvious choice.
Next Steps
Option #1: If you’re ready to build a scalable CFO Advisory service, and get clients without feeling like a salesperson, join our done-with-you mentorship program and get the systems, support, and step-by-step training you need to succeed.
Option #2: If you want to learn how to become a highly successful CFO Advisor, explore all of our CFO Training for Accountants, CPAs, Bookkeepers, and Tax Professionals by checking out our CFO Training.
Option #3: Join an upcoming Right-Fit call to meet with an Enrollment Advisor to get a behind-the-scenes tour of our done-with-you mentorship program where we'll give you a turnkey system to start offering CFO Advisory services. Click to reserve your spot.
Option #2: If you want to learn how to become a highly successful CFO Advisor, explore all of our CFO Training for Accountants, CPAs, Bookkeepers, and Tax Professionals by checking out our CFO Training.
Option #3: Join an upcoming Right-Fit call to meet with an Enrollment Advisor to get a behind-the-scenes tour of our done-with-you mentorship program where we'll give you a turnkey system to start offering CFO Advisory services. Click to reserve your spot.
Live Training this Wednesday for Accountants, Bookkeepers & Tax Professionals
Escape the accountant's trap and create a business that works for you!
Escape the accountant's trap and create a business that works for you!
Discover how to grow your practice this year through CFO Advisory services.
Discover how to grow your practice this year through CFO Advisory services.
Finally escape the accountant's trap (of trading time for money) and join the hundreds of other financial professionals who have made the transition to offering high-ticket CFO Advisory services.
In this training you'll discover the proven system for getting clients and providing an effective (and efficient!) CFO Advisory service.
This training is eligible to receive CPE credit.
In this training you'll discover the proven system for getting clients and providing an effective (and efficient!) CFO Advisory service.
This training is eligible to receive CPE credit.
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