
FRACTIONAL
Business Advisory Council

LIZ DEDERER
_____
FRACTIONAL BUSINESS ADVISOR
Transforming deep expertise into clear offers, stronger sales systems, and scalable revenue for executives and professional service providers.
15+YEARS
Go-To-Market Revenue Leadership
SINCE 2011
Sales Training & Development
100+
Sales Workshops, Trainings, & Speaking Events
WHARTON
Behavioral Economics
MEET THE ADVISOR
Most businesses do not have an ideas problem. They have a clarity problem.
For more than 20 years, Liz Dederer has helped entrepreneurs, executives, and service businesses connect deep expertise to what buyers understand, trust, and buy.
She founded Selling With Service in 2011, building a sales school that taught entrepreneurs to sell without becoming scripted, pushy, or transactional.
Today, through the Daytona Beach Entrepreneurial Center, she helps experienced professionals turn expertise into consulting, advisory, and fractional revenue.
The expert asks. The amateur answers.
Liz Dederer
FRACTIONAL BUSINESS ADVISOR
AREAS OF EXPERTISE
REVENUE STRATEGY
Clarify the offer, buyer, pricing, and path from attention to paid work.
MARKETING COMMUNICATIONS
Turn broad expertise into language buyers understand, trust, remember, and act on.
SALES SYSTEMS
Build practical sales, follow-up, and onboarding systems that protect relationships and create momentum.
GROWTH MODELS
Design scalable offers, consultant infrastructure, and delivery paths for fractional and advisory work.
IMPACT INITIATIVES
Liz works with consultants, service businesses, and entrepreneurial leaders when the value is real but the path to revenue is unclear. She helps clarify what is being sold, who it is for, why it matters, and what must happen operationally for the promise to hold. Then she turns that strategy into clear messaging, practical sales systems, and a focused next-step plan.
TACTICAL TIMING
Your expertise is broad, but buyers cannot quickly understand what to hire you for.
The offer keeps expanding while the sales conversation gets harder—not easier.
Leads show interest, but follow-up, conversion, or onboarding keeps leaking momentum.
You have strong capabilities but no clean revenue model connecting them to the market.
Growth still depends on you improvising every message, sale, and delivery decision.
RECENT RESULTS
THE SITUATION
A founder-led organization had strong relationships, a growing expert network, and several promising offers—but no clear commercial model. Leadership needed senior strategic direction to define what the business sold, who it served, and how to move from introductions to managed, outcome-based engagements.
THE WORK
Liz stepped in as a fractional growth and revenue advisor to clarify the buyer, offer structure, positioning, and revenue paths. She translated a broad range of capabilities into business outcomes, mapped the company-facing journey, and designed the sales, onboarding, and delivery infrastructure needed to support the model.
The organization gained a clearer, more credible path to market. Decision-makers could now access curated senior expertise without building a permanent executive team, while leadership had a stronger foundation for corporate sales, advisor recruitment, and coordinated project delivery.
LOCATION
Home: Ormond Beach
How Long: 3+ years
Originally From: CT
INDUSTRIES OF INFLUENCE
Retail • Professional Services • Legal • Technology • Marketing Agencies • Online Coaching • Thought Leadership
COMPANIES SERVED
JPMorgan Chase • Edward Jones • University of Hartford • University of Wisconsin • Founder-Led Businesses • Independent Service Firms
PREVIOUS & PREFERED PROJECTS
Revenue Model Design • Offer Architecture • Market Positioning • Sales Process Development • Buyer Journey Mapping • Fractional Program Development • Corporate Capabilities Briefings • Workshop Development • Strategic Facilitation • Partnership Initiatives
SPECIALTIES
Revenue Strategy • Offer Positioning • Sales Systems • Buyer Psychology • Fractional Growth Models • Consultant Positioning • Thought Leadership Strategy • Business Development • Strategic Questioning • Commercializing Expertise
FEATURED INSIGHT
Companies lose sales, customers, and opportunities when people answer assumptions instead of the actual question. Better questions create better business outcomes. ...more
Business
June 29, 2026•3 min read

Employees are often ignored for the same insights companies later pay consultants to provide. The difference is not the idea—it is the role delivering it. ...more
Executive Leadership
June 22, 2026•2 min read

Strong strategies still fail when leadership intent, team alignment, and operational systems do not connect. Execution problems are often structural, not strategic. ...more
Executive Leadership
May 25, 2026•4 min read

BEHIND THE BIO
Entrepreneurship shaped my belief that expertise is not enough; you have to know how to sell it. More than two decades of working with entrepreneurs also taught me that the visible problem is rarely the whole problem. I ask before I answer, look for the pattern beneath the symptoms, and build solutions that can hold up beyond the initial burst of enthusiasm.
Moving to the Greater Daytona area introduced me to a community rich with experienced professionals, entrepreneurial energy, and relationships—but without enough infrastructure connecting that talent to meaningful business opportunities. That gap became the foundation for Connecting Daytona and DBEC. What keeps me engaged is the possibility of building something useful: a stronger local economy where expertise is visible, companies can find the right capability, and good conversations lead somewhere.
Colleagues tend to discover that I am direct, curious, and deeply invested in getting to the real issue. I notice patterns, gaps, and opportunities that others may sense but have not yet named. I am not interested in strategy that dies in a document; I naturally connect the idea to the message, the sales process, the people, and the operational details required to make it work. I'll also be the one who will say the quiet part out loud.
Family, advocacy, and building a life that is healthy, happy, and whole all influence how I work. Raising a daughter, living in the sandwich generation, while navigating complex personal and legal challenges have strengthened my respect for time, clarity, documentation, and systems that work in real life. Those experiences have also made me attentive to the human impact of business decisions and fiercely protective of people’s ability to understand their options and advocate for themselves.
GET STARTED
A focused one-on-one strategy session to address your priorities and move your initiative forward.
$250/hr for a high-impact, tailored conversation.
NEED A DIFFERENT TIME?
Use the form below and we'll coordinate a time that works.
Start the Conversation
Share what you are trying to accomplish, where the challenge is showing up, and what kind of support you are considering. Your inquiry will be reviewed and you’ll receive a clear next step based on fit, scope, and timing.
No sales pitch. No obligation. No time wasted.
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