Advisory Forum
Advisory Forum | 30th October @ 10am
From Accountant to Trusted Advisor: Turning Conversations into Clients
Join Gaye Prime (VFD Pro) and guest expert Jonathan Lancaster (Practice Edge) in a practical, discussion-based session where you’ll learn how to sharpen your client conversations so they build trust, surface opportunity, and deepen relationships.
What you’ll take away:
- Why many accounting / financial professionals resist “selling,” and how to navigate that mindset
- Subtle conversational shifts that can turn routine discussions into meaningful opportunity
- Practical examples and frameworks you can apply immediately
Why this matters
In professional services, clients expect technical competence, but long-term value and growth come from trust, insight, and opportunity.
Jonathan Lancaster (Practice Edge) is a specialist in helping firms make this shift. With over 20 years of experience, he supports accounting, legal, and consulting firms in aligning strategy, strengthening client value, and winning new business.
In this session, we’ll explore how small changes in approach; rooted in curiosity, empathy, and clarity, can transform how clients see you: from service provider to strategic advisor.
Consider the following question
When it comes to turning client conversations into opportunities, what do you find most challenging or would like to improve?
Who is this for?
Accountants in practice, part-time or fractional FDs/CFOs, financial advisors.
Anyone who wants to bring more commercial insight and value into client relationships.
(Mastermind Member bonus: those in the VFD Mastermind will be invited to stay on after the session for a deeper roundtable to apply key ideas to their own practices.)
Session Outcomes
By the end of the session, you will:
- Have explored practical ways to turn everyday client conversations into opportunities.
- Learn from peers facing similar challenges.
- Identify simple actions you can apply immediately in your own client interactions.
- Leave with a clearer view of what it means to act as a trusted advisor in practice.