Why Every Consultant Must Become a Cash Flow Doctor
If you’re still trying to “sell” factoring, you’re doing it wrong. Factoring—and every other financial tool in your consultant’s toolbox—is not something you pitch. It’s something you prescribe. And that’s the mindset shift that separates amateurs from professionals.
In the world of consultative selling, your job is to become a diagnostician—like a doctor for business finances. You don’t push solutions. You ask questions. You listen carefully. You identify pain points. And then—only after you’ve truly understood the problem—you recommend the right tool for the job.
The Old Way: The Pitch
Let’s be honest, here’s what many new brokers do:
“I offer invoice factoring. If you’re a business waiting on customers to pay, I can help you get cash now.”
It’s simple. It’s clear. But it’s also generic and easy to ignore.
Most small business owners have never heard of factoring. When they do, they often misunderstand it or mistake it for debt. The result? You’re forced into “explaining mode,” defending the product rather than solving the problem.
The New Way: The Diagnosis
Now let’s flip that conversation around.
Instead of pitching, you start with questions like:
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“How long are your customers taking to pay?”
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“What happens to your cash flow when you land a large order?”
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“Have you ever turned down a contract because of financing?”
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“What’s your current relationship like with your bank?”
Now you’re not selling. You’re uncovering pain.
You’re doing what trusted advisors do: listening first, prescribing second.
Once you’ve identified the cash flow issue, you might say:
“Based on what you’ve shared, one solution worth considering is factoring. It gives you immediate working capital without taking on new debt. I can walk you through what that looks like in your industry.”
Now, you’re not a salesperson. You’re a problem-solver. The difference is powerful.
Use a Script That Builds Trust
Here’s a simple consultative flow you can adapt to nearly any meeting:
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Establish context – “Tell me about your business—how did you get started?”
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Explore challenges – “What’s been the biggest challenge in managing your cash flow?”
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Dig deeper – “Has that ever caused you to miss out on growth or orders?”
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Align solutions – “Let me show you one way companies in your situation solve that.”
Every client is different. Your solution should feel tailored, not templated.
Action Steps This Week
- Stop memorizing product features—start mastering client questions
- Create a “diagnostic worksheet” to guide your first meetings
- Role-play with a colleague using problem-based discovery questions
- Rewrite your email outreach to focus on challenges, not products
- Practice identifying three common business “symptoms” you can spot early: slow-paying customers, contract delays, and growth bottlenecks
Consultants don’t pitch—they diagnose.
When you make this simple but powerful change in approach, everything gets easier. Prospects open up. Referral partners trust you more. And you’re no longer competing on rates—you’re building relationships based on value.
Factoring isn’t a pitch. It’s a prescription.
So stop selling—and start solving.