In accounting, “compliance” and “advisory” represent two very different client relationships. Compliance is necessary for meeting legal and financial obligations, while advisory is discretionary, helping clients thrive and achieve their goals. Too often, though, through no fault of their own, accountants approach advisory services as if they’re compliance work—skipping the vital steps of relationship-building and leaving clients confused about the value of advisory.
To make this distinction clear, let me introduce my proprietary 4-step advisory sales process. Now, I know what you’re thinking—here I go talking about sales again! But this isn’t about pushing services; it’s about understanding and strengthening your client relationships. I’m using this structure to guide the discussion, illustrate what’s happening in client relationships, and explain how to succeed with advisory sales.
If you’d like to see exactly what’s involved in each step, you can download my book, Accounting Revolution, which outlines the process in detail.
Compliance vs. Advisory: What’s the Difference?
- Compliance: A compliance relationship is transactional and requires little emotional investment. Clients see it as a “grudge purchase” that keeps them compliant with regulations but doesn’t transform their lives or businesses. There’s minimal relationship-building involved—once terms are agreed, it’s simply about delivering the work.
- Advisory: Advisory relationships are built on choice and trust. Clients engage in these services because they recognise the value of working with you to achieve their goals. It’s about understanding their vision for the future and partnering with them to make it happen.
Without a structured process, many accountants treat advisory services like compliance—skipping straight to delivering advice. This leaves clients unclear about advisory’s purpose, viewing it as just another box-ticking exercise. It’s no surprise they resist or undervalue it!
My Proprietary 4-Step Advisory Sales Process
To bridge the gap between compliance and advisory relationships, you need a system that emphasises understanding, collaboration, and trust. Here’s how my 4-step process works:
- Invite
Invite the client into an advisory relationship by presenting a compelling reason to work with you. This step creates the foundation for partnership and gives them clarity about why advisory is valuable. - Explore
Engage in meaningful conversations to understand the client’s current situation and aspirations. This step is about discovering their “why”—what motivates them, where they feel stuck, and where they want to go. Building this connection ensures you’re aligned with their vision. - Gather
Collect specific business data and insights to deepen your understanding of their goals and challenges. This is not about compliance-related data but strategic information that informs advisory work. It’s a practical and collaborative way to build trust while uncovering opportunities for transformation. - Maintain
Strengthen the relationship through ongoing services, accountability, and communication. When you’ve followed the first three steps, maintaining the relationship is natural and ensures advisory work stays relevant to the client’s evolving needs.
This structured process isn’t about advertising my particular approach. It’s about giving clarity to the discussion and showing how accountants can be successful with advisory sales by focusing on building meaningful relationships.
Why Relationships Matter More Than Ever
Selling advisory services isn’t about pitching; it’s about helping. And helping starts with truly understanding your clients. Compliance work doesn’t require the same depth of relationship—clients direct you to deliver, and as long as it’s accurate and on time, they’re satisfied. Advisory, on the other hand, demands connection, empathy, and clarity.
Skipping the first three steps of the process leads to resistance. Without understanding the “why” or the “how,” clients perceive advisory as an extra, unnecessary cost. When you take the time to invite, explore, and gather, you’re not just selling a service—you’re building a partnership that lasts.
Each Step Involves a Discussion
Every step of the process involves a conversation or meeting with the client—some paid, some unpaid. These discussions are your opportunity to listen, guide, and show that advisory isn’t compliance—it’s an investment in their future. If you want to see the details of what each step involves and how to implement it, I invite you to download my book, Accounting Revolution. It’s packed with insights and practical tips for accountants ready to transform their relationships with clients.
The Role of Structure in Selling Advisory
This proprietary process isn’t just about sales; it’s a framework for creating meaningful relationships. When you sell advisory the right way, you’re not only helping clients achieve their goals—you’re empowering them to think differently about their business and their future.
Final Thoughts
Advisory isn’t just about delivering insights—it’s about creating lasting partnerships. Whether you follow my 4-step process or develop your own, having structure and process is the key to building relationships and selling advisory services effectively.
It’s time to stop treating advisory like compliance. With the right approach, you can build deeper relationships, deliver greater value, and truly revolutionise the way you work with clients.
Ready to get started? Let’s transform client relationships, one step at a time!
If you would like more information about the 4-Step Advisory Process for accountants and accounting teams watch this free CPD Advisory Accelerator Masterclass for Accountants in public practice,
“Build Trust. Sell Advisory. Increase Client Value”
For resources to equip yourself with the necessary skills and structures for effective advisory, visit The Small Business Project’s Advisory Resources.