Proactive Pitch Meeting Part 2: Q&A with Paul Latham
In this episode, Paul Latham from Hayden Rock Solutions answers key questions about effectively presenting a proactive service offering to clients. This Q&A session explores the nuances of asking the right questions, tailoring your pitch, and ensuring clients understand the value of proactive services.
Setting the Stage: Asking the Right Questions
When presenting proactive services, asking the right questions is essential. Paul emphasizes that questions should guide clients toward understanding their needs rather than just seeking quick answers. During initial discussions, focus on exploring the client’s pain points, interests, and openness to forward-looking services.
Key Questioning Techniques
- Clarifying Needs – For each service, ask questions to uncover client needs without immediately jumping to pricing.
- Exploring Service Levels – Use phrases like “typical clients choose…” to subtly guide clients toward appropriate service levels.
- Tailoring Based on Interest – Adjust your approach based on whether the client shows interest in forward-looking services like tax planning or CFO advisory.
Structuring the Pitch Presentation
Paul recommends a structured, multi-step presentation. Breaking the pitch into distinct sections allows for a clearer explanation of services, while also providing natural pauses for client questions and feedback. This structure enables accountants to gather detailed client information before delivering a bundled quote in a follow-up meeting.
The Four-Box Approach
To clearly separate backward-looking (compliance) and forward-looking (proactive) services, Paul uses a “four-box” visual. Each quadrant covers a different service category, making it easier for clients to understand the full spectrum of offerings.
- Bottom Left – Compliance services (basic accounting and tax).
- Bottom Right – Bookkeeping and financial statements.
- Top Left – Tax planning and strategic advisory.
- Top Right – Outsourced CFO services.
Effective Follow-Up and Proposal Delivery
After the initial presentation, set up a follow-up meeting to provide a bundled proposal. This allows you to present a comprehensive package that aligns with the client’s needs, avoiding rushed decisions. Paul recommends recapping the client’s expressed needs and interests before delivering the proposal, ensuring they feel heard and valued.
The Value of a Structured Process
Paul highlights the importance of a structured process. By using a consistent presentation format and offering options, you give clients a clear choice while positioning yourself as a proactive advisor. This approach also allows you to bundle services, adding value without overwhelming the client with individual service costs.
Conclusion: Becoming a Proactive Advisor
Positioning yourself as a proactive advisor requires thoughtful questions, a structured pitch, and a client-centered approach. By following these steps, accountants can effectively communicate the value of forward-looking services and build stronger client relationships.
