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💼 How to Handle Sales Rejection in Client Advisory Services (CAS)

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📢 Struggling with sales rejections in your CAS firm? Every advisory professional faces rejection, but the key is knowing how to handle it strategically. In this episode, we break down:

✔️ The most common sales objections CAS firms face
✔️ How to position value over price in advisory services
✔️ Follow-up strategies that turn lost deals into future clients

⏱️ Chapters

00:00 - Introduction: Rejection in Client Advisory Services (CAS)
00:14 - Why Sales Rejection is Normal in CAS
00:35 - Common Objections CAS Firms Face
01:26 - Price Sensitivity vs. Value Perception
02:52 - Handling “We’ll Do It In-House” Objections
04:10 - What to Do If a Prospect Ghosts You
05:45 - Building an Effective CAS Follow-Up Cadence
07:22 - Tracking & Learning from Sales Rejections
08:30 - Final Thoughts: Turning Rejections into CAS Growth

✅ Key Takeaways for CAS Firms:
✔️ Rejection is part of the CAS sales process—don’t take it personally.
✔️ Shift the conversation from cost to value—CAS is an investment, not an expense.
✔️ Create a structured follow-up plan—lost deals today can become clients tomorrow.
✔️ Track why prospects say no—refine your positioning & messaging.
✔️ Maintain a strong pipeline—successful CAS firms focus on long-term relationships.

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LinkedIn: Roman Villard, CPA
X: @FullSendCPA
YouTube: Full Send - Accounting & Data
Data Podcast: Data Fuel

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On today’s episode of CAS Minute, we’re talking about the questions that actually move CAS deals forward. These aren’t surface-level, checkbox questions—they’re designed to uncover deeper needs, understand client expectations, and frame your services as the best solution. Whether you struggle with getting prospects to open up or you want to refine your discovery process, these questions will transform your sales conversations.

Key Takeaways:

• Why asking great questions is the key to closing CAS deals.
• The essential questions to ask in every sales conversation.
• How to guide prospects toward realizing they need your firm.
• How to use discovery questions to frame your proposal effectively.

⏳ Chapters & Timestamps
• 00:00:00 - Introduction
• 00:00:12 - Why Questions Matter More Than Your Pitch
• 00:01:14 - How to Differentiate Your Firm with Strategic Questions
• 00:02:39 - Key Questions to Uncover Client Needs
• 00:04:05 - Positioning Yourself as a Strategic Partner
• 00:05:31 - Crafting Proposals Based on Client Insights
• 00:06:14 - Becoming a High-Performing Sales Professional

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LinkedIn: Roman Villard, CPA
X: @FullSendCPA
YouTube: Full Send - Accounting & Data
Data Podcast: Data Fuel

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On today’s episode of CAS Minute, we’re diving into the world of virtual CFO services. Unlike traditional bookkeeping or compliance work, virtual CFOs focus on solving strategic financial problems. We’ll explore what this role looks like, how to deliver it effectively, and whether it makes sense for your firm to add it as a service.

Key Takeaways:

• What a fractional CFO actually does (and what they don’t do).

• How fractional CFO services differ from standard advisory services.

• The key benefits for businesses that hire a fractional CFO.

• How to determine if offering fractional CFO services is right for your firm.

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LinkedIn: Roman Villard, CPA
X: @FullSendCPA
YouTube: Full Send - Accounting & Data
Data Podcast: Data Fuel

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On today’s episode of CAS Minute, we’re diving into workflow systems for CAS firms. We’ll cover why workflow is more than just task management, what features to prioritize, and the pros and cons of leading tools like Financial Cents, Karbon, Canopy, and mainstream project management software. If you’re looking for a scalable, efficient way to manage client work and quality control, this episode is for you.

Key Takeaways:

• Why workflow is more than just a task list.

• The must-have features in a CAS workflow system.

• A comparison of leading workflow tools.

• How to ensure quality control and scalability.

Thanks for listening! Come Say Hi 👋

LinkedIn: Roman Villard, CPA
X: @FullSendCPA
YouTube: Full Send - Accounting & Data
Data Podcast: Data Fuel

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On today’s episode of CAS Minute, we’re taking a tongue-in-cheek look at the advice to “niche down.” While niching can bring clarity and focus, it also comes with challenges: smaller markets, limited scalability, and the risk of following trends too closely. We’ll cover the pitfalls of extreme niching, how to determine the right level of focus, and why staying broad might be the smarter play for your CAS firm.

Key Takeaways:

• Why niching isn’t always the right strategy for scaling.
• The risks of over-specializing and chasing trends.
• When niching makes sense (and when it doesn’t).
• How to balance a broad audience with a clear message.

Thanks for listening! Come Say Hi 👋

LinkedIn: Roman Villard, CPA
X: @FullSendCPA
YouTube: Full Send - Accounting & Data
Data Podcast: Data Fuel

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On today’s episode of CAS Minute, we’re redefining blogging for accounting firms. Blogging is no longer about gaming SEO or chasing search rankings—it’s about creating a hub that connects your audience to your expertise and services. We’ll dive into why blogging remains relevant, how to leverage it in an era dominated by social media, and how to create content that builds trust and drives leads.

Key Takeaways:

• Why blogging isn’t about SEO anymore—and what to focus on instead.
• How to turn your blog into a hub for your firm’s content and expertise.
• Practical strategies for driving traffic from social media and newsletters.
• Tips for overcoming excuses like lack of time or technical skills.

Thanks for listening! Come Say Hi 👋

LinkedIn: Roman Villard, CPA
X: @FullSendCPA
YouTube: Full Send - Accounting & Data
Data Podcast: Data Fuel

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On today’s episode of CAS Minute, we’re rethinking referrals. It’s time to move beyond passive expectations and start building a system that works. From flat fees to tiered rewards, we’ll walk through the most effective methodologies for compensating clients and partners for referrals. You’ll leave with actionable strategies to create a program that consistently drives high-value leads.

Key Takeaways:

• Why relying on goodwill alone won’t generate consistent referrals.
• The most effective compensation structures for CAS firms.
• How to choose the right incentives for your clients and partners.
• Practical steps to launch and optimize your referral program.

Thanks for listening! Come Say Hi 👋

LinkedIn: Roman Villard, CPA
X: @FullSendCPA
YouTube: Full Send - Accounting & Data
Data Podcast: Data Fuel

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On today’s episode of CAS Minute, I’m diving into the top 3 mistakes I made when starting my CAS firm. From overestimating capacity to underpricing services, I’ll share how these challenges impacted my firm and the lessons I’ve learned to avoid repeating them. Whether you’re in the early stages of building your firm or scaling to the next level, these insights will help you navigate common pitfalls.

Key Takeaways:

• Why underpricing services can cost more than you think.
• The dangers of hiring too late—and how to hire proactively.
• How overloading your own plate slows your firm’s growth.
• Practical steps to build a firm that grows intentionally.

Thanks for listening! Come Say Hi 👋

LinkedIn: Roman Villard, CPA
X: @FullSendCPA
YouTube: Full Send - Accounting & Data
Data Podcast: Data Fuel