The difference between one accountant and another who pitches his service to a client lies in conversation. The first few minutes you spend talking to that potential client determines whether they see you as a cost or a solution.
This guide gives you a working script that helps you confidently pitch your accounting service to any SMEs - whether you’re speaking in person, on WhatsApp, or over the phone.
Step 1: Start With the Client’s Pain - Not Your Service
Before you introduce yourself, identify the kind of SME you’re talking to.
Here are some examples:
- A retail store struggling to understand daily profit.
- A fashion brand that doesn’t know its real cost per product.
- A restaurant owner mixing business and personal expenses.
Your first goal is to sound like someone who understands their struggle. Do some homework ahead.
Example Opening Line:
“Hi [Client’s Name], I’ve been working with small businesses like yours - and one thing I’ve noticed is how hard it can be to track cash flow and still stay focused on sales. How are you currently managing your accounts?”
Why this is so perfect:
It starts with their reality, not yours. It builds connection before you pitch.
Step 2: Listen - Then Diagnose Like a Doctor
Don’t rush into what you can do. Ask a question that exposes the real problem.
Example Probing Questions
“Do you currently use any accounting system or software?”
“How often do you review your profit and loss?”
“Do you get a clear report of your business performance every month?”
Then listen carefully. Their answers give you clues for your sales pitch. Listen, listen...listen again.
Step 3: Position Yourself as the Solution - Not Just Another Accountant (They May Have Hired)
Once they share their pain, repeat it back and show how you help.
Example Transition
“From what you’ve said, you don’t really have a clear monthly picture of how your business is performing. I help SMEs like yours set up simple accounting systems that show you your real profit, track cash, and help you make better decisions.”
- Tip: Never say “I do bookkeeping”, that's accounting jargon - say “I help you see your profit clearly.”
That’s what decision-makers buy. Leave the accounting lingua for examinations.
Step 4: Give a Simple, Low -Risk Offer
Most SME owners don’t want long-term commitments upfront.
So, make your first offer low-risk.
Example Closing Script
“Here’s what I can do - let’s start with a one-month setup and review.
I’ll organize your records, show you your real profit and loss, and you’ll see how much clarity that gives you. After that, we can discuss a monthly retainer if it makes sense.”
That’s an irresistible offer because it gives value first, with no pressure.
Step 5: Add Proof or Credibility
Even if you’re new to freelancing or consulting, you can show competence.
Example Credibility Line
“I’m a trained accountant and part of a community that supports over [X] small business accountants. I’ve worked with several small businesses here in (location), helping them move from manual record-keeping to clear, structured financial systems that actually guide decision-making.”
Why does this work?
You’re not selling yourself alone - you’re linking to something bigger and credible.
Here is a Example Full Sample Script for WhatsApp or Phone to Start Your Accounting Freelance Conversations (Adjust as Necessary)
You: Hi [Client’s Name], I came across your business and I really love what you’re doing with [business name/product]. I work with businesses like yours to make sure you always know where your money is going and how profitable you are.
Client: Oh nice, okay.
You: Most SMEs I meet say they only know what’s in the bank, not their actual profit. How do you currently track yours?
Client: (Shares their struggle)
You: That makes sense - a lot of businesses face that. What I do is help organize your accounts, show you your true profit, and prepare simple monthly reports so you can make decisions with confidence.
Client: How much do you charge?
You: For a start, I can do a one-month setup and review - clean up your records, set up a simple system, and show you your profit report. It’s [amount]. Once you see the results, we can discuss ongoing support.
Client: Okay, sounds good.
You: Great! I can come by for a short consultation or we can do it virtually. Which works better for you?
Final Tips
- Focus on their pain, not your process.
- Don’t pitch too fast - diagnose first.
- Keep your tone calm, confident, and conversational.
- Always close with a low-risk first offer.
Conclusion
If you’re a freelance accountant, stop waiting for clients to “find you.”
Start practicing this script. Record yourself. Refine your flow.
The more you talk like a business advisor, not a bookkeeper - the faster you’ll start converting conversations into paying clients.
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