In a recent webinar, Deborah (Debbie) Whitaker, Founder and Director of Not Just Numbers, shared her approach to delivering effective forecasting services, especially for small businesses. With over 20 years of experience as a chartered management accountant, Debbie emphasised the importance of understanding her clients' needs and delivering tailored support, not just compliance work. Here’s a breakdown of how Debbie successfully integrates forecasting into her practice and how you can apply these insights in your own firm.

Key Takeaway #1: Focus on Helping, Not Selling

Debbie’s philosophy is that forecasting isn’t about selling an extra service—it’s about providing genuine support to clients. When new clients come on board at Not Just Numbers, the focus is on understanding their goals, challenges, and journey. Instead of overwhelming clients with accounting jargon or a laundry list of services, Debbie and her team use discovery calls to ask the right questions: Why did they start their business? Where do they want to go? What’s important to them right now?

Through these conversations, she identifies where forecasting can add value, whether it's for funding, business growth, or crisis management. The goal is not to push services but to offer practical solutions that clients can see the value in.

Tip: Use Case Studies to Show Value

Debbie notes that the best way to "sell" forecasting isn’t through hard pitches but through examples of how other businesses have benefited. Sharing real-world case studies from your own clients can build trust and credibility with new prospects.

Key Takeaway #2: Offering Forecasting as a Lifeline, Not Just an Option

Many small business clients may not realise they need forecasting, especially when they’re in distress. Debbie has developed a practical solution: offering flexible payment plans for clients who need forecasting but may be struggling financially. For clients in difficult situations, she works out monthly payment plans to ensure they can access the critical forecasting services they need right away.

This approach emphasises her commitment to helping clients navigate tough times and reflects her belief that forecasting is often a necessity, not a luxury.

Tip: Be Flexible with Pricing

Debbie has found success offering payment plans to clients who might otherwise be unable to afford forecasting services. This flexibility helps her build stronger relationships while ensuring clients get the support they need.

Key Takeaway #3: Deep Integration with Client Communication

Debbie’s firm prides itself on being in constant communication with clients. This regular touchpoint helps her team identify potential issues early on, often before the client even realises they need help. Unlike many accounting firms that may only see clients once a year, Not Just Numbers is in regular contact with clients through their bookkeeping, payroll, and management reporting services.

At a minimum, every client has an annual review meeting. For the 40% of clients on monthly or quarterly management reporting, Debbie offers not just a basic set of numbers but full reports, dashboards, video summaries, and accountability meetings.

Tip: Make Forecasting a Natural Extension of Regular Check-ins

By integrating forecasting into regular client interactions—whether annual reviews or more frequent touchpoints—Debbie makes it a natural part of her service, not something "extra" that clients have to buy into.

Key Takeaway #4: Tailored Solutions for Growth and Crisis

Debbie tailors her forecasting services to meet her clients where they are. Whether it's a business on the verge of insolvency or one looking to grow, she ensures that the forecast is built with the client’s specific situation in mind. She describes cases where she’s helped clients avoid insolvency by reworking cash flow, deferring expenses, and negotiating with suppliers—all through the lens of a detailed, realistic forecast.

On the other hand, she also helps growing businesses forecast for expansion, helping them secure funding, hire staff, or purchase assets. The forecast isn’t just about the numbers—it’s a roadmap that shows clients what’s possible and how to achieve it.

Tip: Provide Practical, Realistic Solutions

Debbie emphasises the importance of making forecasts as granular as possible, incorporating everything from payment terms to contract timelines. This detail allows her clients to see a realistic picture of their business, which increases buy-in and leads to better decision-making.

Key Takeaway #5: Keeping It Simple and Accessible for Clients

Debbie is a strong advocate for using plain English when speaking with clients. She believes that breaking down complex financial concepts into simple terms helps clients better understand their business and leads to better decision-making. Her approach is to create a safe space where no question is too basic, ensuring that clients feel comfortable discussing their concerns.

For example, Debbie uses visual tools like dashboards and video summaries to make management reporting and forecasting easy to understand. This approach has been key to getting clients to engage with and see the value in the numbers.

Tip: Simplify Communication

Make sure that your reports, forecasts, and explanations are accessible to your clients. Using visual tools and straightforward language helps clients understand their financial health and makes them more likely to engage with you.

Key Takeaway #6: Delivering Results Through Forecasting

Debbie shared a few success stories of how forecasting has transformed her clients’ businesses. One example was a company facing potential insolvency due to lost contracts. Debbie worked with them to adjust cash flow, prioritise payments, and negotiate with suppliers—all through detailed forecasting. Two years later, the business was sold for £3 million, a complete turnaround from its near-bankruptcy situation.

Another client was focused on increasing sales but neglected to consider the importance of margins and costs. Through detailed forecasting, Debbie helped them understand what actions were needed to improve profitability, ultimately increasing their profit by £60,000 with minimal revenue growth.

Final Thoughts: Tailoring Forecasting for Each Client

Debbie’s final advice to accountants looking to implement forecasting services is to take a client-centric approach. Understand where the client is in their journey and deliver forecasting in a way that meets their specific needs. Whether it's a growth-focused business or one facing financial difficulties, a well-tailored forecast can make all the difference.

Transform Your Client Relationships Through Forecasting

If you’re looking to build stronger relationships with your clients and deliver more value, consider offering tailored forecasting services. Start by having deeper conversations with clients about their goals and challenges, and integrate forecasting into your regular touchpoints. Your clients will not only see the value—you’ll be helping them achieve their business goals more effectively.

To learn more about Deborah’s approach, watch the full recording from the Elevate Summit here.