Most Fractional CFOs assume that delivering financial reports, tracking KPIs, and answering client questions are enough to justify their fees.

It’s not.

If your clients see you as just another service provider, they won’t hesitate to cut costs and replace you as soon as times get tough.

But you become indispensable if they see you as a trusted advisor who drives real change through growth.

So how do you make that shift? 

You challenge them.

Growth Requires Tension

Growth doesn’t happen in a vacuum. Clients need someone to push them beyond their comfort zone, to ask tough questions, and to hold them accountable for results.

But pushing clients out of their comfort zone requires you to get out of your own comfort zone.

Here’s where most Fractional CFOs struggle:

• They don’t want to rock the boat.
• They aren’t sure how to challenge clients without straining the relationship.
• They assume the CEO has already considered their perspective.

As a result, they become passive participants in their clients’ businesses instead of catalysts for the growth their clients need.

If you want to retain clients for the long haul, stop being a passenger and start driving the conversation. 

Here’s how.

1. Make Them Do the Work

Your clients shouldn’t just listen to your advice—they should take action. That starts with making them active participants in the process.

For example, instead of telling a client, “Your gross profit margins are too low,” turn it into an assignment:

“Let’s improve your gross margin by 3% next quarter. Identify three vendors you could renegotiate terms with and bring me your findings next week.”

This simple shift forces the client to engage with their financial strategy.

More importantly, it's facilitating growth.

And when they see results, they’ll credit you for guiding them.

2. Challenge Their Thinking

Visionary CEOs are full of big ideas—some brilliant, some terrible. Instead of outright rejecting a bad idea, lead them to a better conclusion.

Rather than saying, “That won’t work,” try:

“That might just work. But there's a lot on the line here. Maybe before we commit, let’s explore three other approaches just to make sure.”

This keeps them engaged while prompting them to think critically. More often than not, they’ll realize on their own that their original idea wasn’t the best path forward.

Again - growth.

3. Build a Culture of Accountability

Most CEOs don’t have anyone holding them accountable for execution. That’s where you come in.

At the end of every CFO call, set clear and specific action items—not vague goals. Instead of saying, “Let’s work on cutting expenses,” say:

“By our next meeting, let’s identify at least three recurring costs that can be reduced or eliminated.”

Then, remind the client in your post-call email about the action item. Knowing that you’ll follow up creates a sense of accountability and ensures that financial strategy turns into real action.

The Bottom Line

Challenging your clients isn’t about being difficult—it’s about driving results. When you push them to take action, think critically, and stay accountable, you shift from a transactional service provider to an executive peer.

And when your clients can’t imagine running their business without you, they’ll stay with you for years—not months.