When it comes to the idea of growing an accounting business, Mike Milan thinks its first important for accountants to understand just what type of business they’re in.
Is it the financial services business? The people business? Customer service? In his presentation at GrowCon 2025, Milan told the audience of accounting business owners that it was none of those things.
“You are in the dream fulfillment business,” Milan told the audience.
The clients are putting everything on the line — time, finances, and the stakes of their lives — to run their business. The accountant’s role is to make sure they always have enough money to pursue their dreams, Milan said.
Milan, better known as Cash Flow Mike, emphasized this framework in his presentation “Clearing the Noise to Close More Sales” given at the Utah Valley Convention Center in Provo, Utah, on May 6 — Day 2 of GrowCon 2025.
Many accountants, Milan explained, get too far into “analysis mode” when they’re in a sales conversation with a potential new client. Diving too far into the numbers without understanding the client’s dream first can leave a disconnect between the two parties and has caused many sales opportunities to fall flat, Milan said.
For the audience of more than 100 business owners in attendance, Milan broke down why it’s so important to have this sales conversation on the client’s terms, and how to actually go about doing that. Let’s explore some highlights from Milan’s presentation in this article.
Curious about hearing more insights for growing an accounting business? Be sure to sign up for GrowCon 2026, to be held in Salt Lake City, Utah, today.
In Their Own Words
In order for a person to commit to a change, they need to feel that the decision to change is theirs to make, Milan said. They need to feel the power of making the choice because if they feel like someone is trying to force them into something, then they’ll resist, Milan said.
That’s why, above all, accountants need to provide a platform for business owners to put their perspective into their own words during the sales call.
It starts with allowing the business owner to lay out their dream for the business. This allows them to organically explain the journey the business has been on and say for themselves what kinds of issues are standing in the way of that dream.
Milan has identified six “Burning Issue Buckets” that capture almost every problem a small business owner might be facing: 1. Education 2. Cash Flow 3. Margins 4. Debt 5. Operations 6. Future.
The accountant has to use strategic questions to not only find out which Burning Issue Bucket needs the most attention, but also to allow the client to identify the problem.
Milan recommends using open-ended questions during this phase of the interaction, typically opening up the conversation with “What’s been going on in your world lately?”
Relief for Burning Questions
Once the prospective client has put the problem into their own words, the accountant needs to “Give them a show,” Milan said.
This is where you as an accounting professional can illustrate the value you’ll bring to their business on the bottom line.
Milan recommends talking to the client like you’re already a member of their team, trying to alleviate their stress. Emphasize how much you empathize with their problem by saying “We don’t want you to have to deal with that…”
One strategy Milan suggested is giving the client a “You vs. Your Goal” graph. Make a simple bar graph comparing metrics like inventory turnover, AR turnover, operating costs, gross profit, etc. against what the business owner wants to achieve. Identify the biggest discrepancy between the two columns and start to illustrate what you can do to fix that problem in that very moment.
Most business owners, Milan said, order stuff for their business like they would order a dozen donuts at the bakery. They open the online store and start clicking on what they think they need. “Give me 40 of these.” “We just told five of these, so let’s buy five more.” That sort of a thing.
That opens an opportunity to show the client how you’ll save them cash by more intentionally tracking their inventory and purchasing habits.
Above all, describe the “what” and “why” of what you’ll be doing for the client, but hold back the “how” to build intrigue.
Become a Chameleon
Once you’ve illustrated what you would do specifically for the client’s business, it’s time to ask for the sale.
Recap for your client what they’ve identified as their burning issue and how you’d help, so for instance: “Looks like we found a cash flow issue in your company. I found $600,000 in hidden cash flow for you …”.
And then propose this question to the client: “Would you like my help?”
Milan suggests handling the actual paperwork and onboarding online after the initial conversation. He emails his clients a link to sign up and invites them “When you’re ready, click the link to get started.” and then asks what the client thinks they should do next to grow the business.
In conclusion, the most important thing you can do during a sales conversation is allow the client to identify the burning issue at their business in their own words. This allows you as the accountant to illustrate how you will directly alleviate that pain point. Avoid being pushy at all in these sales interactions. The client will only move forward with you if they feel like they’re the one solving the issue by hiring you.
Thank you to Mike Milan for sharing his insights with the GrowCon audience. To learn more about Cash Flow Mike, visit his website.
If you’re looking for more insights like what Milan shared in Provo last May, be sure to reserve your spot for GrowCon 2026 today!
