ISCOVER
Brokers looking to grow their small- to medium-sized enterprise (SME) client base must position themselves as strategic partners rather than just service providers, according to Accendo Financial partner John Sgambelluri.
Speaking ahead of his session at the upcoming SME Bootcamp 2025, the SME specialist Sgambelluri said small-business advisers – including brokers and accountants – could unlock stronger relationships and business growth by demonstrating the financial impact of clients’ decisions.
He said: “It’s not telling business owners what to do, it’s helping them to understand the financial impact of their decisions.”
Presenting with impact
Whether submitting a finance application or presenting a proposal, the way advisers communicate with lenders can make or break a client relationship.
According to Sgambelluri, effective lender communication starts with a clear and accountable approach.
“Summarise the transaction clearly and succinctly, what the borrower wants, the benefit to them and how this and other commitments are met now and into the future,” he said.
“Be across the information you provide so you can answer questions and provide insights – once you’ve hit ‘send’ you’re responsible for the quality and accuracy of the information you’ve provided.”
Additionally, Sgambelluri cautioned against including subjective commentary in applications, noting that while borrowers might be “nice people,” lenders are only interested in the relevant financial information.
How to build lasting relationships and grow revenue
Advisers should never assume financial literacy, he continued, noting that critical insights are often missed because no one asked the right questions.
To ensure accuracy and deliver greater value, Sgambelluri recommends automating the data-gathering process.
“Use a well-compiled ‘diagnostic tool’ to gather every piece of information you need. Obtain the financial statements, perform some ratios and share insights,” he said.
For example, this may involve alerting clients that certain stock has been sitting on the shelf for longer than in previous year and quantifying how much cash that is absorbing. This level of practical insight not only strengthens client relationships, but also drives engagement and positions advisers as strategic partners, he said.
“By demonstrating value, the client will be more inclined to engage you for further tasks such as a valuation of the business, budgets or a break-even model,” he added.
Additionally, he said that the growth potential of SME clients goes beyond a single engagement.
“The value of one business client can exceed the value of multiple PAYG clients,” Sgambelluri said, noting “business owners have families, friends and employees who we can help.”
“Diversification is incredibly rewarding for SME advisers, being part of a client’s journey to success.”
To hear John Sgambelluri speak further on how to build impactful client relationships, come along to the SME Bootcamp 2025.
Run in partnership with principal partner Maxiron Capital, the event will be held in the following locations:
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11 September at Sofitel Melbourne on Collins, Melbourne
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16 September at Mantra on View, Surfers Paradise, Gold Coast
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18 September at Le Montage, Lilyfield, Sydney
Attendance is free – click here to register.
To learn more about the event, including speakers and agenda, click here.
[Related: Why brokers are turning to commercial lending to grow their business]
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