Proactive Pitch Meeting Part 1: Setting the Stage for New Clients
In this episode of A Look Into the Future, Paul Latham from Hayden Rock Solutions walks us through setting the stage for a proactive client pitch. Learn how to position your accounting firm as a forward-thinking, proactive partner that differentiates itself from traditional CPA firms.
Positioning Your Firm as Proactive
With new clients, it’s essential to stand out as a proactive advisor rather than just another CPA firm. Paul explains that creating a memorable first impression involves guiding clients through a structured presentation that highlights forward-looking services and a comprehensive planning approach. The goal is to help clients see your firm as a holistic partner invested in their long-term success.
Introducing the Four-Box Framework
Paul uses a four-box model to differentiate between traditional and proactive services. This model visually separates compliance work from advisory services, helping clients understand the full range of support your firm offers:
- Bottom Left – Compliance services like tax returns and basic bookkeeping.
- Bottom Right – Financial records, payroll, and regular reporting.
- Top Left – Tax planning services, ranging from annual to quarterly sessions.
- Top Right – Outsourced CFO services with levels tailored to client needs.
This framework enables clients to see your firm’s ability to support both compliance and strategic growth goals.
The Role of the Proactive Planning Team
Once the client is introduced to the four-box model, Paul explains the Proactive Planning Team. This team serves as the local guide for clients, prioritizing their goals and offering personalized advisory. By engaging the Proactive Planning Team, clients gain access to a broader support network through the Virtual Family Office, a network of national experts available for specialized needs.
Visualizing the Virtual Family Office
To make this concept more tangible, Paul describes the Virtual Family Office as a “showroom” with different aisles for business and personal planning. This imagery helps clients envision the breadth of expertise available to them, reinforcing the value of choosing a proactive firm.
Making Proactivity Real
Paul emphasizes that “proactivity” can feel intangible, so it's crucial to make it real for clients. This structured approach, with visuals and explanations, allows clients to grasp the value of forward-thinking advisory services. At the end of the presentation, provide clients with a copy to review and encourage them to ask questions—this openness reinforces trust and positions your firm as a thoughtful, strategic partner.
Conclusion: Crafting a Memorable First Impression
A well-prepared, structured presentation helps accountants communicate their unique approach to new clients effectively. By defining your proactive services clearly, you establish a foundation for a strong, ongoing client relationship.
