As accountants, we often communicate in our professional lingo. Acronyms like CFO, CAS, or FP&A roll off our tongues as easily as ABC. We assume that everyone understands their meaning, but the reality is often far from it. We need to remember that we’re not just communicating with other finance professionals. Our key audience –hyper-focused business owners – may not always grasp these industry-specific terms. They are usually too engrossed in the day-to-day operations of their business to delve into the complexities of financial jargon.
To the uninitiated, a Chief Financial Officer (CFO) may sound like a high-level corporate role, something out of reach for a small business owner. This disconnect can potentially dissuade them from seeking the very services that could supercharge their business growth. So, how can we bridge this gap? By speaking the language of business owners and clearly communicating the value of these services in terms that matter most to them.
When you communicate the value of your CFO/CAS/FP&A services, focus on what matters to your clients. They are interested in growth, profitability, cash flow, and stability. They want to know if their business is on the right path and if not, how to get it there. Instead of presenting them with a service labeled as ‘CFO’, let’s talk about creating a “clear path to profitable growth”.
What does this clear path look like?
– It involves crafting a tailored financial strategy that aligns with their business objectives.
– It means proactive financial management that pinpoints risks before they turn into problems.
– It means optimizing operations, reducing costs, and improving cash flows.
– It means providing actionable insights to make informed decisions that will drive growth and profitability.