The Question I Ask Every Potential Client Before Saying Yes

Written By Clare Layton

When you first step into the freelance world, it’s sometimes too easy to say yes to everything that comes your way.

If a business owner shows interest, you’re there – eager, available, and ready to help. After years of corporate grafting, it can feel like validation. Someone wants to work with me!

But not every “yes” is the right yes. As a newly established fractional FD you’ll soon discover that some clients aren’t really looking for a strategic finance partner. They really want someone to tidy up the books, validate gut decisions, or worse – fix deep-rooted issues with no desire to change.

So before you take on a new client, ask them this:

“Are you open to change, and to challenge?”

Because that’s the heart of it, isn’t it?

As a fractional FD, you’re not just there to look backwards. You help your clients shape what’s next – with clarity, insight, and intention. That takes courage on their part. And commitment.

Red flags I’ve learnt to spot

Over time, you start noticing the early signs that a client might not be quite ready:

  • They want a “quick fix” rather than a long-term strategy.

     

  • They refer to the finance function as “just admin”.

     

  • They get defensive when you ask challenging questions.

     

That’s not to say they’re bad businesses or bad people. They just might not be in the right place for what we do.

The right fit feels different

When a client is ready to change, you feel it straight away. They:

  • Are open about what’s not working.

     

  • Ask questions and genuinely listen to your answers.

     

  • Value financial insight as a leadership tool, not a tick-box task.

     

  • Are ready to be challenged (with kindness) and guided (with expertise).

     

That’s when the magic happens.

When trust is mutual and you’re working toward the same goal, the relationship becomes transformative – not just transactional.

For new Fractional FDs…

I know it can feel risky to be selective when you’re starting out. You’ve left the security of a salary. You want to build momentum. And saying no can feel like self-sabotage.

But here’s what I’ve learnt:

❎ The wrong clients drain your time, your energy, and your confidence.
✅ The right ones help you build a career that’s sustainable and fulfilling.

So ask the question.

“Are you open to change, and to challenge?”

It might just save you from a dozen difficult conversations later.

Clare Layton
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