Why Strategic Planning Is the Missing Link in Your Advisory Work

Most accounting firm owners are caught in the same trap.

You're working flat out. Clients constantly need something. And you rarely get the chance to stop and think about your own firm, let alone your clients’ long-term goals.

But there’s a bigger issue. Without a clear strategy, it’s nearly impossible to grow. You risk reacting to problems instead of solving them. You lose sight of what really matters.

That’s where strategic planning comes in. And it’s more powerful than you think.

The Real Reason Firms Struggle to Grow

If growth feels slow, or even stalled, you’re not alone.

Here’s why: most firm owners never step back long enough to plan properly. It’s all about getting through today, this week, or this month.

But that short-term thinking doesn’t lead to long-term success. Strategic planning gives you — and your clients — the clarity to move forward with purpose.

Let me explain...

Strategic Planning Sets the Stage for Advisory Services

Before you can deliver advisory services, you need context.

What are your clients actually trying to achieve? What’s getting in their way? Without those answers, monthly advisory meetings can quickly turn into tactical check-ins with little real impact.

Strategic planning transforms that. It gives you the information — and the authority — to become a true partner in their growth.

Start with Life Goals, Not Numbers

This might surprise you. But great planning doesn’t start with spreadsheets. It starts with people. More specifically, with their personal goals.

• How much do they want to earn?
• How many hours do they want to work?
• When do they want to exit?

Accounting firm growth should support their ideal lifestyle. Not the other way around.

Business Diagnostics Reveal the Truth

Most business owners can’t clearly explain what’s holding them back. And that’s okay — it’s why they need you.

A proper business diagnostic helps uncover blind spots. You can explore:

• Strengths and weaknesses
• Opportunities and threats
• Current pricing, systems, and marketing

This creates a natural roadmap for your future advisory work.

Preparation Makes or Breaks the Session

Turning up without prep? You’ll waste valuable time. To get the most out of a strategic planning session:

• Review financials and past meetings.
• Stay up to date on their industry.
• Most importantly, send a pre-session questionnaire.

This helps the client reflect before the session. It also shows that this isn’t just another casual conversation.

Deep Sessions Create Real Change

You can’t rush this. To get real value, block out at least half a day. For more complex businesses, a full day is often better.

This gives you time to:

• Clarify goals
• Uncover challenges
• Create a plan that works

This is how strategic planning becomes the foundation of high-value advisory.

Create a Focused, Actionable Plan

Clients don’t want a 20-page report. They want clarity. Your goal is to deliver a short, prioritised action plan with:

• Specific next steps
• Realistic deadlines
• Clear accountability

Focus on wins that create momentum. That’s how you turn planning into action.

Strategic Planning Leads to Recurring Advisory Work

Here’s the key part: you’ll always uncover more than you can fix in one go.

That’s a good thing. It opens the door to ongoing advisory. You become their partner in implementing the strategy, tracking results, and adjusting the plan as they grow.

It’s a win for them — and for your firm.

It’s Not Just for Your Clients — It’s for Your Firm Too

Most accountants never do this for themselves. But imagine the impact if you did.

Use the same process to reflect on your goals, challenges, and growth plan. Strategic planning isn’t just a client service — it’s a growth tool for your own firm.

Pro Tip

Never start monthly advisory without a strategic planning session.
This session builds trust, reveals hidden value, and sets the foundation for every piece of future advice.

FAQ

How long should a strategic planning session last?

At least half a day. Bigger firms or multiple owners may need a full day.

What’s the “business diagnostic” process?

A structured set of questions around marketing, pricing, systems, and more — designed to reveal gaps and opportunities.

Can I charge for the strategic planning session?

Absolutely. It’s high-value, high-trust work. Clients will happily pay when they see the value.

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Wishing you every success on your pricing journey

The Value Pricing Academy Team