Patil's CASwaysTM - #03: Advisory is Not a Service. It’s a Standpoint.

The premise

Too many CAS firms trying to “get into advisory” treat it like a bolt-on.

• Add a new dashboard.

• Offer a budgeting template.

• Package some cash flow insights as a premium “value add.”

But advisory isn’t something you add.

It’s something you embody.

True advisory is not a service offering. It’s a standpoint. A posture. A stance. A way of showing up differently in every client interaction.

Until that shift happens, every new “advisory” service runs the risk of being:

• Transactional

• Easily commoditized

• Or worse - ignored

If your firm sounds like a catalog and not a conversation, this may be why.

The problem: Mistaking offerings for impact

It's not our fault. We have trained ourselves to define value by deliverables:

• reports,

• reconciliations, and

• revenue streams.

So it’s no surprise that many CAS leaders assume “doing advisory” means building new service lines.

However, without a shift in how you engage with clients, those offerings won’t resonate.

Why?

Because clients don’t just want more things, they want better thinking.

They want someone who sees the road ahead, not just the books behind. Someone who says: “Here’s what I think you should do, and why.”

And they will only hear that from someone who owns their standpoint.

The path: Advisory as a standpoint

So what does that actually look like?

A professional with an advisory standpoint doesn’t wait to be asked. They step in with clarity, confidence, and context.

It’s a mindset shift from:

• Being reactive → to being proactive

• Responding to problems → to anticipating them

• Delivering what’s requested → to influencing what’s needed

Let me put it plainly:

This isn’t about having all the answers. It’s about bringing questions that move the conversation forward.

It’s not about predicting the future. It’s about preparing clients to face it, with better thinking and stronger decisions.

The practice: What this looks like in the room

Here’s a practical way to test whether you're leading with an advisory standpoint:

Reflect on your last three client conversations. Ask yourself:

• Did I guide the conversation, or did I follow the client's lead?

• Did I bring insight to the table, or wait for questions to come my way?

• When my opinion challenged the client, did I shrink or stand firm?

If you are only saying what the client already believes, you are not providing effective advice. You are affirming.

Try this in your next meeting:

• Go in with a point of view, not just an agenda.

• Ask better questions. Ones that make your client pause, not nod.

• Watch the moment when they look at you and say: “Hmm... that’s a good question.”

That moment? That’s the advisory shift.

The progress marker: How you will know it’s working

The change won’t appear in your billing code, at least, not immediately. It will show up in your clients’ behavior.

They will start calling you before big decisions. They will ask: “What do you think?” and actually mean it. They will respect your boundaries, value your input, and bring you into strategic conversations.

Internally, you will also feel the shift. You will catch yourself leading with clarity, not just compliance. You’ll find your team thinking in terms of outcomes, not just outputs. You will notice you’re speaking less like a technician and more like a strategist.

That’s progress.

Final thought: Advisory is not a button you push

Advisory is not a tool. Not a product. Not a pricing tier.

One that says:

Clients don’t just want someone who knows the numbers. They want someone who knows what to do with them.

That’s your job. That’s your lane. That’s your edge.

What next?

Before your next client meeting, ask yourself one simple question: “What do I believe this client needs to hear, even if they haven’t asked for it yet?”

Then say it.

Advisory starts there.

If this resonates, share it with a colleague who’s still trying to “sell advisory.” Or better yet—tag someone who already leads with it.

Want more mindset shifts like this? Subscribe to the Patil’s CASways™ newsletter because CAS isn’t just about accounting. It’s about evolving.

This is part of Patil's CASways™, my new series for CAS leaders who want to evolve from accounting to advisory services. 

Through Patil's CASways™, I am sharing everything I have learned from working alongside CAS leaders who have successfully made that leap. As the author of the research-backed, only CAS book on the market (bought by accountants from 18 countries across five continents), I have insights into what works and doesn't when it comes to CAS. To jumpstart your CAS success, if you'd like to get your copy of the CAS book at a special 25% discount, click here. Use coupon code hp25p to secure your discounted price.

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