For many new entrants into the world of factoring and alternative commercial finance, your first instinct is to call yourself a broker. It’s familiar. It’s what everyone seems to say. But here’s the truth:
If you want to stand out, earn trust, and build a career—not just a side gig—you need to stop calling yourself a broker.
Why?
Because brokers sell.
Consultants solve.
Why the Word “Broker” Holds You Back
To most small business owners, the word broker implies someone trying to earn a quick commission by pushing a product. There’s nothing inherently wrong with that, but in today’s world—especially post-pandemic and in the age of AI-driven sales calls—it sounds outdated, even a little suspect.
When you introduce yourself as a broker, people brace themselves.
When you introduce yourself as a Commercial Finance Consultant, they lean in.
You’ve gone from salesperson to specialist. From vendor to trusted advisor.
What It Means to Think Like a Consultant
Being a Commercial Finance Consultant isn’t just about how you title your business card or LinkedIn profile. It’s about your approach.
- You ask questions before offering solutions.
- You understand more than one funding option.
- You educate, advise, and build relationships—not just deals.
- You position yourself as part of a business owner’s advisory team—alongside their CPA and banker.
Consultants don’t sell factoring. They help clients navigate challenges like slow-paying customers, stalled cash flow, seasonal dips, and supply chain delays. Factoring is just one of many tools in the toolkit.
Why It Works in the Field
Try this at your next networking event or Chamber of Commerce mixer:
Instead of saying…
“I’m a factoring broker. I help businesses sell their invoices.”
Say…
“I’m a Commercial Finance Consultant. I help small businesses find nontraditional financing when the banks say no. That includes factoring, asset-based lending, and SBA loans.”
Now you’re positioned as someone with breadth, depth, and professionalism. You’ll be seen as a valuable contact—not just another salesperson.
Action Steps This Week
Here’s your Boot Camp checklist to begin the transition:
- Update your business card – Drop “broker,” add “Commercial Finance Consultant”
- Revise your LinkedIn headline – Use professional, consultative language
- Practice your intro (Elevator Pitch) – Create a compelling 15-second explanation of what you do
- Write a short blog post – “What is a Commercial Finance Consultant?” (use it as a LinkedIn article or on your website)
- Mentally commit – From this point on, you advise— you don’t sell
This first step is more than semantics. It’s a mindset shift that will set the tone for everything you do moving forward. Clients don’t want to be sold to—they want help. They want a guide. They want a consultant they can trust.
And that consultant… is you.