How to pitch advisory services to your clients

Fighting for clients amongst some stiff competition can feel like a battle. You’ve got to get your pitch right from the off as from your first impression right down to you sealing the deal. Learn some tips from our community of advisors.

Our in-house management accountant here at Futrli, Daniel Killoran has some great advice to approaching clients with your services.

  • What is the client’s ‘pain’ (a problem they need solving)?
  • What information do they need that they currently aren’t getting?
  • What are they currently doing themselves (ie, reporting, planning)?
  • And why is that making their day more stressful (spending too much time, not trusting the output)?

Run through different solutions, tailored to your clients’ needs. For example, suggesting one or two of your services (to not overwhelm them), like “you would benefit from X because it’ll reduce the time and energy spent on this process.” Be suggestive, not forceful.

Create an elevator pitch

This needs to be a quick, concise, persuasive speech about what your services are and how they can help. Summarise your services in about 30 seconds, to keep your audience engaged and wanting more.

Work out the objective of your pitch and lead with it. Inject your firm’s USP, and consider including open-ended questions to get your audience thinking. You’re selling yourself in a very short space of time so lead with benefits, like ‘growth’, ‘strategy’, and ‘forecast’.

Learn to be a problem solver

You need to find your prospective client’s pain points. They’re going to have a problem that needs solving. Ask your clients a series of questions – enough to be able to recognise what they want to achieve and why. Mock up a quick forecast in Futrli, to show them how close they are to these dreams.

They’re aware that you will keep them compliant, but this is your chance to help them sustainably grow their company. Help see that you care about the bigger picture.

Examples from our community

The Peloton

Marketing Manager, Anna Carthew, told us their firm has made a lot of effort to make their office welcoming and a fun place to be.

We do a lot of our business in the office, partly because of our great location just outside Falmouth but mainly because it’s a great space – open plan, light and a motivating place to work in. We all have lunch together as a team and one person cooks, so we try and schedule meetings just before so they can stay and eat with us.



Owner Andrew Van De Beek doesn’t talk about accounting at all in his first meeting with clients. He’ll spend a full day at a person’s business sometimes, to really understand what they’re about and want to achieve.

Andrew gets his clients on board by drawing a graph. He asks clients to mark where they think their business is in its lifespan. After a chat, Andrew puts a cross where they actually are. This makes it glaringly obvious for both parties if the entrepreneur needs their services.

Fresh Financials

Emma Fox of Fresh Financials has found that new clients are actively hunting for her firm because of their focus on management accounting. An informative website and good reputation have helped hugely. She told us,

I’d say business owners are now making the decision that they want their accounts to work in this particular way. Then they find someone who will do management accounting, as opposed to ‘I need a bookkeeper, what does a bookkeeper do?!’ They’re definitely looking for it.

Read the case study with The Peloton here
Read the case study with Illumin8 here
Read the case study with Fresh Financials here