Every inquiry ends in a yes or a no, within 30 days.
Nobody teaches accountants how to take on a new client. The Lead Edit is the system my firm runs, from the first inquiry to the signed proposal: how to run a discovery call, how to write a proposal, and what to do when someone goes quiet.
- Five modules
- Five downloads
- Up to 5.0 verifiable CPD hours
One time payment plus applicable tax. One year of access, starting right away.
Nobody taught us this part.
We spent years learning the technical work. Then someone emails asking if you can take them on, and you're making it up as you go. You hop on a call and just chat. You throw out a number on the spot, or send a fee in an email and hope. Plenty of firms have never sent a proposal at all, and most of us never knew there was supposed to be a system here in the first place.
Here's what you might have said this year.
- “I don't really know what I'm supposed to ask on a discovery call.”
- “Am I even doing this right?”
- “We don't do proposals. I just email them a price.”
- “I sent my fee and never heard back.”
- “I said yes to them, and I knew I shouldn't have.”
Your tax work has a system. Your bookkeeping has a system. Bringing on a new client usually doesn't, because nobody ever told you it should.
Hi, I'm Michelle.
This system is the result of years of taking on the wrong fit clients in my own firm, feeling the cost of it, and slowly figuring out what brings in the work we actually want.
Today every discovery call in my firm starts with one of four booking links, one for each service type, and the prospect sees our starting fee before they book. The call runs 15 or 30 minutes depending on the type. The proposal goes out the same day. And if a lead goes quiet, it closes at Day 30 instead of living in my inbox.
I've even closed a good inquiry because the timing didn't work for my team or my existing clients. The system ran perfectly and the answer was still no, and that's exactly what it's for. I'm a CPA who still runs a firm, and this course is the whole system, written down.
Michelle
Five modules, in the order they build.
Work through them in order the first time. After that, each one is a reference you come back to when a call goes sideways or a proposal goes quiet.
WelcomeWelcome to The Lead Edit
How the course is built, a short video on why I built this system (The Messy Middle, about four minutes), and your pre work: ninety minutes blocked and your phone on Do Not Disturb.
Module 1Why Your Inquiry Process Is Costing You
The four hidden costs of a broken inquiry process: zombie leads, bad fit clients who slip through, discovery calls that go nowhere, and scope creep that starts in the proposal. Then a reflection prompt so you can name the ones showing up in your firm.
Module 2The Inquiry System
The six stages every inquiry moves through, with one decision closing each. The 30 day boundary and exactly when the clock starts, how the system adapts by client type, and the fee agreement gate, where four booking links filter out fee shoppers before they reach your calendar. It finishes with an inquiry from my own firm run through every stage.
Download: Inquiry Workflow Overview
Module 3The Discovery Call
A video on why discovery calls feel hard (about eight minutes), then the framework: the opening prompt, the question sequence, the seven things I never do on a call, how the call adapts by client type, how to read red flags, and how to close with a specific next step. A full sole proprietor call is written out in dialogue so you can watch the structure work.
Download: Discovery Call Framework
Module 4The Proposal
The six sections every converting proposal has, built step by step for Coastal Bay Accounting, a fictional two person firm. Then templating, with one template for each of your four call types, and what happens after you send: one follow up between Day 7 and 14, and a close at Day 30.
Downloads: The Coastal Bay Proposal (Complete Sample), Email Templates
Module 5Implementation
The three layers to roll out in order: the filter, the conversation and the close. What to do with leads already in flight, rolling it out with a team, the three numbers that tell you it's working, and the annual review that keeps it sharp.
Download: The Implementation Sprint
ClosingThe Lead Edit Wrap Up
Where to go next, and the Download Library with every file in one place.
Things you'll actually build and keep.
- Your booking filter: a link for each service type, with intake questions and your starting fee acknowledged before anyone books.
- Your own discovery call framework, pre call prep questions and post call notes template.
- A proposal template for each call type you offer, built from the Add Ons section out.
- Your send, follow up and Day 30 close emails, plus your booking confirmation, decline and pre call reminder emails.
- Three numbers to track, and a yearly review blocked on your calendar.
The five downloads
- Inquiry Workflow Overview
- Discovery Call Framework
- The Coastal Bay Proposal (Complete Sample), with the Commitment section written three ways, for fixed fee, hourly and range pricing
- Email Templates, in Word and PDF
- The Implementation Sprint, with a two week solo track and a four week team track
Up to 5.0 verifiable CPD hours
Based on the lessons, downloads and video in the course. You get a certificate when you complete it.
This doesn't include the time you spend applying it in your own firm, which you can log as unverifiable CPD.
How to work through it. The inquiry system and discovery call modules are the longest. Block ninety minutes for your first session and do the first two modules together. When you build, the Implementation Sprint runs two weeks solo or four weeks with a team.
“We built this because we know what it's like to be the firm owner trying to build something better, with no one handing you the playbook.”
Before you enrol
I've never run a discovery call or sent a proposal. Is this for me?
Yes, it's written for exactly that. Module 3 walks through a full discovery call written out in dialogue, so you can see how one actually sounds. Module 4 builds a complete proposal section by section for a fictional two person firm, and you get the finished sample to work from.
Does it work with the software I already use?
Yes. The whole system is intentionally tool agnostic. You can run it in a spreadsheet, a Trello board, Financial Cents, Karbon, Canopy, TaxDome, any CRM, or a well organized notebook during busy season.
What if I bill hourly instead of fixed fee?
The sample proposal is fixed fee, and its Commitment section comes written three ways, for fixed fee, hourly and range pricing, so you can match the promise to how you actually bill.
Is this right for a solo firm owner?
Yes. The Implementation Sprint has a two week solo track, and the system runs the same way whether you answer every inquiry yourself or hand the booking and intake to admin.
How is it delivered, and how long do I have access?
The Lead Edit is self paced and online, with immediate access to every module. You have one year of access from your purchase date, including any updates made in that time.
Does this count toward my CPD?
Yes. The Lead Edit qualifies for up to 5.0 verifiable CPD hours, based on the lessons, downloads and video in the course, and you get a certificate when you complete it. Time you spend applying the material in your own firm is real learning too, and you can log it as unverifiable CPD. Check your own professional body's requirements for how to record it.
Do you offer payment plans?
Not right now. The Lead Edit is a one time payment of $1,497 CAD plus applicable sales tax.
What's your refund policy?
All sales are final. Because it's a digital course and you get access right away, we can't offer refunds. Please read our Terms and Conditions and send us any questions before you enrol.
I have a question that isn't answered here.
Email us at support@buildthefirmco.com and we'll help before you decide.
From November 2, every Edit is also part of The Full Firm Edit: all six Edits together for $6,497 CAD plus applicable tax, with one year of access.
Know exactly what to do the next time someone asks.
All sales are final. By enrolling you agree to our Terms and Conditions, including the no refund policy. Access starts as soon as you buy.
Built by Michelle Arnason, CPA, owner of Arnason Accounting & Co., a team of seven in Airdrie, Alberta.