FREE TRAINING THIS WEDNESDAY ON STARTING A CFO ADVISORY SERVICE
Top 10 Traits of Successful CFO Advisors
Adam Lean
Mar. 17, 2025 • 8 min read
Mar. 17, 2025 • 8 min read
What it takes to be a successful CFO Advisor
Here’s three facts that every financial professional needs to know.
First – There are millions of business owners who are struggling.
Second – Those same business owners crave someone in their lives that can help them struggle less.
Third – If you can connect-the-dots that your CFO Advisory service will help them struggle less, they’ll pay attention to what you have to say.
But… how do you know if you’re CFO material?
First – There are millions of business owners who are struggling.
Second – Those same business owners crave someone in their lives that can help them struggle less.
Third – If you can connect-the-dots that your CFO Advisory service will help them struggle less, they’ll pay attention to what you have to say.
But… how do you know if you’re CFO material?
Watch the Full Breakdown
Watch the Full Breakdown
Prefer to watch the full video instead? Check it out below:
A Different Kind of CFO
You’re probably thinking to yourself, I can’t be a CFO. Coke, Microsoft, Ford – they have CFOs. And you’re right: you probably can’t be a CFO for those companies because it’s a highly-specialized position.
But... I’m talking about being a CFO for small to medium sized businesses. These are businesses doing between $500k and $5mm in annual revenue. Unlike a BIG BUSINESS CFO, you won’t be managing complex financial situations. Instead, you’ll be working with small business owners by being their guide, confidant, and advisor all so they’ll have a growing and financially successful business.
So, I’ve put together the top 10 traits you need to be a CFO Advisor to small and medium sized businesses.
But... I’m talking about being a CFO for small to medium sized businesses. These are businesses doing between $500k and $5mm in annual revenue. Unlike a BIG BUSINESS CFO, you won’t be managing complex financial situations. Instead, you’ll be working with small business owners by being their guide, confidant, and advisor all so they’ll have a growing and financially successful business.
So, I’ve put together the top 10 traits you need to be a CFO Advisor to small and medium sized businesses.
The 10 Traits to be a Successful CFO Advisor
The 10 Traits to be a Successful CFO Advisor
Trait #1: You’re a financial professional.
You see, the difference between a business coach and a CFO Advisor is that we’re financial professionals who are guided by one north star – cash flow. Our job is to help each of our clients generate positive cash flow on a regular basis, which is the ONLY thing required for a business to stay in business and to grow. This is what business owners want.
Trait #2: You’re confident.
The difference between a good salesperson and mediocre salesperson is confidence. Confidence in what you’re selling. Confidence that your prospect needs what you’re selling. It’s no different with CFO Advisory services. Most business owners don’t really understand what a CFO is nor what it will provide for them. However, almost all business owners can pick up on someone who is confident in their ability that they’ll be able to help them have a growing and successful business.
Trait #3: You’re a learner.
The smartest people in the room are the ones who like to learn. These are people that enjoy constantly improving themselves and their skills. Someone who thinks they know everything is simply naïve and, ironically, not very bright.
Of course, the more you learn, the more of an impact you’ll have for your clients and the more successful you’ll be.
Trait #4: You’re a glass half-full type of person.
A glass half-full type of person is one that tries to stay positive even in the most challenging circumstances – because there will ALWAYS be challenging circumstances.
A client will leave. You won’t land that big client. You won’t know how to answer a particular client’s question.
Sometimes, you’ll get stuck with knowing how to help a client grow.
There’s always challenges. But, if you’re a positive person you will have a much easier time both mentally and emotionally.
Trait #5: You’re resourceful.
A resourceful person is one that knows how to move forward with what they have at their disposal. They’re someone that can use the tools, connections, knowledge and other resources to move their business forward.
A person who is not resourceful is one that, essentially, blames others or comes up with excuses as to why they’re not able to get anything done. They’re the “if only” type people. They say things like “If only I had more time in the day I could learn more”, “If only I had higher paying clients, I could make more”. “If only I didn’t have a demanding home life, I’d be more successful.”
Resourceful people, on the other hand, are not “if only” type people. Instead they are “How can I?” people. They say things like “How can I make time to learn more?”, “How can I get higher paying clients”, “How can I take steps to be more successful?”
Trait #6: You want to have an impact.
In my experience, the financial professionals who are more successful at offering CFO Advisory services are ones that want to have a positive impact on their clients’ lives and their businesses. They’re not content just recording the past.
Think about, as a CPA, bookkeeper or tax professional, you can do your job perfectly well and your client’s business may still fail. For some this is okay because you know you did your job well. But, for others, this doesn’t sit well. I, personally, want to have a positive impact on my clients and help them with the one thing they desperately need: a business that’s growing and financially successful.
And it doesn’t just impact your clients. It impacts their family and the community they serve, too.
Trait #7: You care.
At the end of the day, we, as CFO Advisors, are in the business of helping business owners. We must care about the plight of our clients. And when I say care, I mean truly care. This is not something that can be faked. Business owners – your potential clients – will see right through this.
On the other hand, you will have a much easier time getting clients and keeping clients if you can demonstrate to your client that you care about them and their business. That you care about their business not only “making it” but that you really care about their business becoming – and staying – a wild success.
Business owners want to work with people who care. Because, well, there are not that many people in the world who really do care about them and their business.
If you can demonstrate that you care, well, you’ll definitely stand out in this lonely world.
Trait #8: You have a heart-of-a-teacher.
The best teachers are the ones that can make complex topics seem clear and simply make sense. Think back to a favorite teacher that you had in high-school. I bet they were your favorite teacher because they had the ability to make an otherwise dry or boring topic seem easy to understand to you.
The same is true for the best CFO Advisors. The best CFO Advisors are ones that can make complex topics, such as accounting, numbers, financials, seem clear to business owners, who are almost definitely not numbers people.
And that part is surprising: most business owners are not numbers people. They’re certainly not accounting or financial people. They don’t think in terms of numbers usually. Therefore, we cannot communicate to them by forcing them to think about numbers. Instead, we must adopt the heart and mindset of a teacher. Essentially, we must get good at communicating financial topics in a way that makes sense and seem clear to business owners.
Trait #9: You have the ability to influence.
Every great CFO Advisors possess a unique ability to get their clients to take action. Essentially, they have the ability to influence their clients in such a way that they’ll take positive action to improve their business.
You see, we, as CFO Advisors, don’t have control over our clients. They’re not our employees. They’re not even our co-workers. They’re clients. If anything, they have more control over us. But…successful CFO Advisors have this uncanny ability to get a business owner, whom they have no control over, to take action on the most important things that will help them have a financially successful business.
Trait #10: You have conviction.
This last, but certainly not least, trait of a successful CFO Advisor is one that has deep conviction in that the service they’re providing is so important that every business owner needs it.
Having the trait of conviction simply means that you have a firmly held belief that what you’re selling will not only help your clients but that they, honestly, shouldn’t run a business without it.
These are strong words – but if we’re not convicted about what we sell, who will be?
We must have the most conviction that our services are highly needed by every business owner in order for them to not only NOT fail, but to have a growing and highly successful business.
Coincidentally, this is exactly what business owners want. They want a business that not only NOT fails, but that is also one that is growing and highly successful.
You see, the difference between a business coach and a CFO Advisor is that we’re financial professionals who are guided by one north star – cash flow. Our job is to help each of our clients generate positive cash flow on a regular basis, which is the ONLY thing required for a business to stay in business and to grow. This is what business owners want.
Trait #2: You’re confident.
The difference between a good salesperson and mediocre salesperson is confidence. Confidence in what you’re selling. Confidence that your prospect needs what you’re selling. It’s no different with CFO Advisory services. Most business owners don’t really understand what a CFO is nor what it will provide for them. However, almost all business owners can pick up on someone who is confident in their ability that they’ll be able to help them have a growing and successful business.
Trait #3: You’re a learner.
The smartest people in the room are the ones who like to learn. These are people that enjoy constantly improving themselves and their skills. Someone who thinks they know everything is simply naïve and, ironically, not very bright.
Of course, the more you learn, the more of an impact you’ll have for your clients and the more successful you’ll be.
Trait #4: You’re a glass half-full type of person.
A glass half-full type of person is one that tries to stay positive even in the most challenging circumstances – because there will ALWAYS be challenging circumstances.
A client will leave. You won’t land that big client. You won’t know how to answer a particular client’s question.
Sometimes, you’ll get stuck with knowing how to help a client grow.
There’s always challenges. But, if you’re a positive person you will have a much easier time both mentally and emotionally.
Trait #5: You’re resourceful.
A resourceful person is one that knows how to move forward with what they have at their disposal. They’re someone that can use the tools, connections, knowledge and other resources to move their business forward.
A person who is not resourceful is one that, essentially, blames others or comes up with excuses as to why they’re not able to get anything done. They’re the “if only” type people. They say things like “If only I had more time in the day I could learn more”, “If only I had higher paying clients, I could make more”. “If only I didn’t have a demanding home life, I’d be more successful.”
Resourceful people, on the other hand, are not “if only” type people. Instead they are “How can I?” people. They say things like “How can I make time to learn more?”, “How can I get higher paying clients”, “How can I take steps to be more successful?”
Trait #6: You want to have an impact.
In my experience, the financial professionals who are more successful at offering CFO Advisory services are ones that want to have a positive impact on their clients’ lives and their businesses. They’re not content just recording the past.
Think about, as a CPA, bookkeeper or tax professional, you can do your job perfectly well and your client’s business may still fail. For some this is okay because you know you did your job well. But, for others, this doesn’t sit well. I, personally, want to have a positive impact on my clients and help them with the one thing they desperately need: a business that’s growing and financially successful.
And it doesn’t just impact your clients. It impacts their family and the community they serve, too.
Trait #7: You care.
At the end of the day, we, as CFO Advisors, are in the business of helping business owners. We must care about the plight of our clients. And when I say care, I mean truly care. This is not something that can be faked. Business owners – your potential clients – will see right through this.
On the other hand, you will have a much easier time getting clients and keeping clients if you can demonstrate to your client that you care about them and their business. That you care about their business not only “making it” but that you really care about their business becoming – and staying – a wild success.
Business owners want to work with people who care. Because, well, there are not that many people in the world who really do care about them and their business.
If you can demonstrate that you care, well, you’ll definitely stand out in this lonely world.
Trait #8: You have a heart-of-a-teacher.
The best teachers are the ones that can make complex topics seem clear and simply make sense. Think back to a favorite teacher that you had in high-school. I bet they were your favorite teacher because they had the ability to make an otherwise dry or boring topic seem easy to understand to you.
The same is true for the best CFO Advisors. The best CFO Advisors are ones that can make complex topics, such as accounting, numbers, financials, seem clear to business owners, who are almost definitely not numbers people.
And that part is surprising: most business owners are not numbers people. They’re certainly not accounting or financial people. They don’t think in terms of numbers usually. Therefore, we cannot communicate to them by forcing them to think about numbers. Instead, we must adopt the heart and mindset of a teacher. Essentially, we must get good at communicating financial topics in a way that makes sense and seem clear to business owners.
Trait #9: You have the ability to influence.
Every great CFO Advisors possess a unique ability to get their clients to take action. Essentially, they have the ability to influence their clients in such a way that they’ll take positive action to improve their business.
You see, we, as CFO Advisors, don’t have control over our clients. They’re not our employees. They’re not even our co-workers. They’re clients. If anything, they have more control over us. But…successful CFO Advisors have this uncanny ability to get a business owner, whom they have no control over, to take action on the most important things that will help them have a financially successful business.
Trait #10: You have conviction.
This last, but certainly not least, trait of a successful CFO Advisor is one that has deep conviction in that the service they’re providing is so important that every business owner needs it.
Having the trait of conviction simply means that you have a firmly held belief that what you’re selling will not only help your clients but that they, honestly, shouldn’t run a business without it.
These are strong words – but if we’re not convicted about what we sell, who will be?
We must have the most conviction that our services are highly needed by every business owner in order for them to not only NOT fail, but to have a growing and highly successful business.
Coincidentally, this is exactly what business owners want. They want a business that not only NOT fails, but that is also one that is growing and highly successful.
Want to Learn More?
Want to Learn More?
Option #1: Check out our full breakdown in our advice video.
Option #2: Ready to take your firm to the next level? Join our free masterclass and discover the proven system for getting clients and providing an effective (and efficient!) CFO Advisory service. Click to register for How to Start a CFO Service.
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: Ready to take your firm to the next level? Join our free masterclass and discover the proven system for getting clients and providing an effective (and efficient!) CFO Advisory service. Click to register for How to Start a CFO Service.
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.
Become a CFO Advisor
Done-With-You Mentorship Program
Success Stories
Join a Right-Fit Call
Done-With-You Mentorship Program
Success Stories
Join a Right-Fit Call
General Inquires
contact@thecfoproject.com
Interested in Partnerships?
annemarie@thecfoproject.com
Member Login to the CFO Hub
contact@thecfoproject.com
Interested in Partnerships?
annemarie@thecfoproject.com
Member Login to the CFO Hub
Privacy Policy | Terms of Service
Copyright 2025 - The CFO Project®
Copyright 2025 - The CFO Project®