94 CAS Sales: Try NOT To Sell Your Services

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In today’s episode of CAS Minute, we flip the traditional sales script and explore a powerful — and counterintuitive — technique: selling against your firm. Roman shares how being upfront about when you’re not the best fit can create trust, filter the right clients, and even lead to stronger long-term relationships (and referrals).

Whether you’re walking prospects through pricing, positioning your service, or helping them evaluate alternatives, this episode offers a masterclass in values-driven, trust-first sales.

You’ll learn:

• Why honesty is your most effective sales tool
• How to educate prospects who don’t know what they need
• When to recommend cheaper, lower-touch solutions — and why that works
• How selling against yourself filters the right clients in
• Why “not now” can turn into “definitely later”

This episode is especially valuable for firm owners, CAS professionals, and advisors who are building high-trust client relationships at scale.

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Full Send | Accounting & Data

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