Practice Paradox Clientshare Academy Launch - Including Foundation Member Offer - Slides

Introducing ... The Clientshare™ Academy - Marketing Training & Implementation Course Michael ‘MC’ Carter - Director of Practice Paradox

Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions

What we’ll cover today

• What is The Clientshare™ Academy?

• What will the course help you achieve?

• Who is designed for? Who is not designed for?

• The delivery format and timing

• What you and your team will you learn

• What your firm will implement

• Course costs - Tuition fees and other costs

• Foundation Member Pricing and Bonuses

• How to apply for membership

ImagineGreat marketing Clear focus

Attracting ideal client types

Dominating your niche

Marketing systems

Not dependent on key senior peopleBuilt a Marketing Machine™

Growing

Enjoying

Predictable results

ImagineEducating your clients

Your clients love it

Higher Clientshare™ clients

Higher average fee per client

Revenues up

Morale good

Happier clients

More loyal clients

ImagineLatest technologies

Communicating effectively

‘Conveyor belt’ system

BlogsEmail autoresponder series

Email marketing systems

Engagement marketing

Twitter

LinkedIn

YouTube

PollDaddy

Jing

Formspring

Wufoo

ImagineSelling is easy

Clients arrive, ready to buy

‘Value conversations’

Clear framework

Clients taking action

ImaginePsychology

‘Soft skills’

Practical ‘hard systems’

Sales process design

Opportunity pipeline managementKPI Control Panel

Numbers game

Learn how to play

ImagineHigh Clientshare™ Firm

Greater revenues

Better firm

Better lifeHigher quality client relationships

Changing clients’ lives

Making a difference


What is The Clientshare™ Academy?

• Structured training course and implementation program

• Marketing and selling focus• Strategy, skills and systems• Build a Marketing Machine™

• Create a High Clientshare™ Firm• Grow your firm’s revenue

What’s unique about this program

• Other advisers to the profession are generalists• Marketing and selling only one topic they address

• Therefore only given ‘inch deep’ treatment• We specialise in marketing and selling processes

• We give it ‘mile deep’ treatment• We specialise in this for accounting firms• We are incredibly strong on technology side too• Ideal combination of strategy, skills and technology


Technology used, exciting and educational

“Not only is the delivery of the Clientshare Improvement Process successful, the methods and technology used makes it exciting and educational, which has then been implemented with the way we consult with our own clients. All of us at dbsn group could not be any happier.”Nigel DobellManaging Directordbsn groupMaroochydore, Queensland, Australia


What the program is not

• It’s not a quick fix• It’s not business coaching

• Focus is on skills development, and

• Systems implementation• Accountability element inherent in program

• It’s not a rah-rah session• Implementation progress will motivate!


Course delivery format

24/7 Access to Member-Only Online Forum

Live Online Classes

Monthly

3-Day Workshop

End of each Semester

Nuts & Bolts

Session

Monthly


Semester 1 Format

Month 1 Class

Nuts & Bolts

Session


Month 2 Class

Nuts & Bolts

Session

Month 3 Class

Nuts & Bolts

Session

Month 4 Class

Nuts & Bolts

Session

Month 5 Class

Nuts & Bolts

Session

1st3-Day

Workshop

July Aug Sep Oct Nov Nov

One-to-Many Marketing Systems


Semester 2 Format

Month 6 Class

Nuts & Bolts

Session


Month 7 Class

Nuts & Bolts

Session

Month 8 Class

Nuts & Bolts

Session

Month 9 Class

Nuts & Bolts

Session

Month 10 Class

Nuts & Bolts

Session

2nd3-Day

Workshop

Jan Feb Mar Apr May May

One-to-One Selling Systems


Course delivery format

• 10 month program• Delivered across 11 months

• Monthly Classes live online• Monthly ‘Nuts & Bolts’ Sessions live online

• 2 weeks after each class• Q&A Session and Open Forum• Implementation accountability and guidance

• Member Only Online Discussion Forum


Nuts & BoltsSESSION

Clientshare™ Academy Q&A

Delivery platform

• GoToTraining

• Familiar interface for users of GoToWebinar

• Polls & Surveys

• Participants can Raise Hands

• New more interactive format for training

• Download materials before, during, after classes

• Tests before, during and after each class


How will the Classes differ from normal webinars?

• Smaller number of participants than webinars• Much more interactive

• Interaction with Practice Paradox™ trainer• Interaction between participants

• Reading/viewing materials prior to each class

• Much more hands-on and detailed• Longer - 1.5 to 2 hour sessions• Online Tests before and after each class


Your Marketing Machine


20 Page Course OutlineAvailable After Webinar

Month 1 - Your Radar

• The ‘High Clientshare™ Accounting Firm’ - What is it, what are the benefits

• The Clientshare Matrix: Calculating your firm’s current Clientshare

• Your Clientshare growth potential: Estimating the gap between your firm’s current and potential Clientshare

• Your firm’s current average annual fee per client• Your firm’s potential average annual fee per client



• Porter’s 3 Generic Strategies and Your 4 Options• Benefits of ‘going an inch wide, mile deep’ with

niche marketing• How to choose your firm’s niche market(s)• Common fears about niche marketing and how to

mitigate these risks• Examples of successful niche marketing strategies• Quantifying your target niche market(s)



• Identifying your niche portals• Other client selection criteria• Documenting your client selection criteria• Communicating your client selection criteria to

your team and to the market• Focus: Your Next Actions list



Bottom line• Your firm will experience a new level of focus

that will boost your firm’s marketing effectiveness.

Tools implemented


For Next Actions List Clientshare™ Matrix

Month 2 - Your Hopper

• The power of a Subscriber Acquisition step in your marketing process

• Why your firm needs a separate database for subscribers, separate from your main client database

• Options for your subscriber database• Fields you need in your subscriber database• How to configure MailChimp.com as your

subscriber database (optional)



• Information offers for acquiring subscribers: Newsletter, report, ‘how to’ guide

• Why your web site’s Home Page needs to have Subscriber Acquisition as a primary focus

• Ways your firm’s business cards need to change for subscriber acquisition focus

• How to train every team member in prospecting techniques for acquiring subscribers



• How to track your subscriber acquisition progress • Making a game of it - Incentivising team members

to acquire subscribers• Ensuring all Referral Partners are on your email

newsletter list - Collaborative articles



Bottom line• Subscriber database begins to grow rapidly• More effective initial focus for marketing process

Tools implemented

or your pre-existing email marketing system


Month 3 - Your Fuel

• What is engagement marketing?• Why content is fuel for your Marketing Machine™• Reasons most firms struggle with content creation

- and why you no longer have to• The framework for your firm’s Content Plan• Creating Your Content Plan• Tools for centralised storage and internal sharing

of your firm’s Content Plan


Month 3 - Your Fuel

• Enlisting your team in creating engaging content• Determining your firm’s protocol for recording

client wins and positive feedback• Using blogs, Google Reader (RSS) and Feedly for

sourcing content ideas• Using Twitter and LinkedIn for sourcing content

ideas• How to record interviews with your clients for

articles and case studies


Month 3 - Your Fuel

• Transcription tools/resources• Your firm’s brand personality and writing ‘tone’• The F.B.I Formula for Writing Great Headlines and

Subheadings• The F.A.B. sequence for writing jargon-free,

benefit-oriented articles that clients read, love and forward

• Beginning with the end in mind - ‘Call-to-action’


Month 3 - Your Fuel

Bottom line• Clear plan for a compelling list of articles • Know how to write articles in a style that results

in high readership and in readers taking action!

Tools implemented


Month 4 - Your Engine

• Why every business is now a publisher• Tools for Subscriber Acquisition marketing• How to efficiently update your social media sites

to keep the content fresh• How to create your email newsletter template -

Example using MailChimp• How to complete your LinkedIn profile



• How to set up and brand your firm’s Twitter page• How to set up your firm’s Facebook page • Setting up your firm’s YouTube Channel• Tips on creating quick ‘Talk to webcam’ content• Your content creation routine using Feedly



Bottom line• Your firm will be publishing top quality engaging

content through multiple channels, attracting subscribers, new clients and referral partners

Tools implemented


Month 5Your Conveyor Belt• Why you need a series of steps of increasing

‘gradient’ steps in your marketing process• Using the Commitment & Consistency principle in

your marketing Conveyor Belt• How to design a series of steps that automatically

progresses a subscriber into becoming a client• How to structure and write an effective white

paper to take your subscribers to the next level


Month 5Your Conveyor Belt• Creating and publishing a series of videos as part

of your Conveyor Belt• Using an AutoResponder email series to automate

a step of your conveyor belt• Why event marketing is a crucial tool in your

firm’s marketing process• How to develop content for a series of great client

education events


Month 5Your Conveyor Belt• Power User tips on how to use (and not use)

Microsoft PowerPoint• Options for conducting client education events in

different scales and formats• Planning, conducting and following up subscriber

client education events• Why use of Social Proof is crucial in your events• Creating events around crystal clear call-to-actions


Month 5Your Conveyor BeltBottom line• Your firm will be publishing top quality engaging

content through multiple channels, attracting subscribers, new clients and referral partners

Tools implemented


AutoResponder Feature

1st 3-Day Workshop

• Recap progress, discuss learnings, share wins• Delve deeper into the marketing skills learnt and

Marketing Machine™ elements implemented so far, looking at examples from members of:

• Your Radar

• Your Hopper

• Your Fuel

• Your Engine

• Your Conveyor Belt


1st 3-Day Workshop

• Presentation of Clientshare™ Academy Awards for best implementations and best contributors

• Strengthen bonds with fellow students and Practice Paradox™ team members

• Live Marketing ‘Hot Seats’ on-stage with MC to tap further growth potential in member firms


1st 3-Day Workshop

• Discussion of the main implementation challenges and how to overcome them

• Outline of Semester 2 of The Clientshare Academy:• Your Filter• Your Packaging• Your Pipeline• Your Oil• Your Control Panel

• Open Q&A Forums


• ...

3-Day Workshops

Novotel Twin Waters Resort

Sunshine Coast QLD

Month 6 - Your Filter

• The folly of the typical 1-step sales process• The importance of clear structure in a sales

process - why it benefits the firm and clients• How to design a 3-step sales process to maximise

your conversion rate of proposals to more extensive ‘High Clientshare™’ engagements

• Why the first conversation with a prospective client is absolutely crucial to the future of the relationship



• Making your selling system scalable and not dependent on Partners/Principals

• Developing your firm’s telephone script for handling enquiries from prospective clients

• Teaching your team how to successfully handle telephone enquiries from prospective clients

• Systems required for successful processing of initial enquiries from potential clients



Bottom line• Your firm will be following best practices regarding

sales process, maximising your firm’s success rate with bringing on board high quality new clients


Month 7 - Your Packaging

• Why Service Level Agreements (‘service bundles’) help your selling process

• Reasons why some firms fail to successfully implement SLAs

• Why SLAs are best when flexible and tailored• How many levels in the ideal SLA structure• How to structure SLAs for maximum effectiveness• Approaches to naming your firm’s SLAs



• Use of contrast in pricing your firm’s SLAs• How to implement Value Pricing so that it benefits

the firm, benefits clients and works out profitably• Why your firm already may be using Value Pricing

without even knowing it• Where Value Pricing makes sense, and where it

doesn’t



• Why Value Pricing does not mean ‘throwing out the timesheets’?

• Avoiding common mistakes in implementing Value Pricing

• Educating clients about Scope, Inside Scope and Outside of Scope

• How to have ‘Outside Scope’ conversations with clients



Bottom line• A higher proportion of your firm’s clients will

be on higher level services, beyond basic compliance services

• Your firm’s Clientshare and average annual fee per client will grow

• Your client relationships will become even stronger


Month 8 - Your Pipeline

• The difference between the Sales and Sales Management functions in a business

• What is Sales Process Management• Why you need a clear sequence of named

Sales Milestones• What sort of Sales Milestone structure is

appropriate for an accounting firm



• What is a Sales Pipeline?• Key statistics to track• Removing the emotion - How to accept the

‘numbers game’ of selling• How to keep the pipeline full• Who in the firm should manage the Sales Pipeline• Sales Pipeline management tools available• Weekly Sales Management routines to follow



Bottom line• Your sales process will be operating like a

predictable, well-oiled machine, allowing to project future growth based on objective numbers gleaned from your new selling system

Tools implemented


For Sales Pipeline Tracking As example of CRM system with Sales Pipeline

Month 9 - Your Oil

• The Client Experience Cycle - Diagram depicting your firm’s annual client service cycle

• The ‘sales meeting’ structure• Tools for sales meetings• The Purpose Statement• Questioning Techniques• How to listen to clients & let them know you are• Rapport building process


Month 9 - Your Oil

• Temperature checking questions• Reducing objections through what is

communicated prior to the client meeting• Understanding objections are ‘beneath the

waterline’• How to deal with objections• Questions for confirming the client’s commitment• The importance of post-purchase reassurance


Month 9 - Your Oil

Bottom line• Your firm will have bridged a skill gap that

most accounting firms never do: • You and your team will have the ability to

sell, effectively, professionally

• The ability to have effective ‘value conversations’ that lead to higher value engagements is essential for your Marketing Machine to operate as effectively as possible


Completely different mindset

“The training from Practice Paradox™ has seen a shift in mindset and lightbulbs coming on with the team. Even one of our longest serving team members openly admits that she now has a completely different mindset in dealing with clients and looking for opportunities to help clients more. She loves the new approach because she is serving clients better as a result.”Jeremy HarrisDirectorGill McKerrow & AssociatesIndooroopilly, Brisbane, Australia


Month 10Your Control Panel• What are the traditional Key Performance

Indicators (KPIs) your firm needs to monitor• Crucial marketing KPIs your firm needs to track• How and how often to measure marketing KPIs• Engaging your team in KPI tracking - How to lift

their awareness of ‘the numbers’ and get them to care about and focus upon their improvement


Month 10Your Control PanelBottom line• You and your team will have built a Marketing

Machine™ for growing your firm, and you will have a clear Control Panel for monitoring its performance. This will allow you to adjust your approach through measurement and testing, to optmise your marketing and selling processes.

Tools implemented


For Control Panel KPI tracking

Your Marketing Machine



TechnologyStrategies + Skills+ = Results

This is what The Clientshare™ Academy delivers

Amazingly extensive knowledge about technology, explained simply

“Practice Paradox have amazingly extensive knowledge about the latest technology available for accounting firms and their SME clients, in their marketing and innovation, but they always explain it in simple, practical terms, with videos they create to explain everything step by step. They provide tailored very cost effective solutions that couldn't be made any easier to implement.”Chris NewmanPrincipalNewmans AccountantsPetrie Terrace, Brisbane, Australia


Consulting services $7,475/month

= $89,700 p.a.

Equivalent to hiring a senior team member

Not accessible for most firms

Currently have ‘Wait List’ situation


Clientshare™ Academy - Course Fees $ incl. GST

Standard Pricing $17,670 course fee

Save 12% for Advance Payment in Full Saving of $2,120.40

Paid in Full in Advance $15,549.60

OR … Interest-Free Monthly Payments $1,472.50 x 12 months $1,472.50/month

Foundation Member Pricing $15,019.50 course fee

Save 15% if a Foundation Member Saving of $2,650.50

Save Additional 12% for Advance Payment in Full Further Saving of $1,802.34


Bonuses for first 20 Foundation Members Only $ incl. GST

Detailed critique of your firm’s website - narrated video (screencast) $495

Critique of a first draft of your firm’s newsletter - narrated screencast $495

Critique of a second draft of your newsletter - narrated screencast $495

Set up your eNewsletter template in MailChimp.com $275

Set up your firm’s post-job online Client Feedback Survey $275

Generic PowerPoint Template for client education seminars $99

Generic Engagement Letter Template $297

Generic Proposal Letter Template $297

$1,000 credit towards WordPress blog website set up $1,000

$3,728

Bonuses for first 20 Foundation Members Only $ incl. GST

2 Additional Tickets to Nov 2010 3-Day Workshop ($2,970 x 2 tickets) $5,940

2 “What Went Wrong?” Missed Opportunity Post-Mortem Calls (2 x 30 mins) $495

Twitter Page Branding - Branded Background Image for Your Firm’s Twitter Page $198

5 Additional Licenses for User Forum & Member Only Areas $2,475

Elements of Influence PowerPack - DVD and Workbook Training Module $1,980

SUB-TOTAL THIS PAGE $11,088

SUB-TOTAL PREVIOUS PAGE $3,728

TOTAL BONUSES FOR 1st 20 FOUNDATION MEMBERS ONLY $14,816

Foundation Member Pricing $15,019.50 course fee

Discount for Foundation Members (15%) Saving of $2,650.50

Discount for Advance Payment in Full (12%) Saving of $1,802.34


TOTAL BONUSES FOR 1st 20 FOUNDATION MEMBERS $14,816

• Every Class and Nuts & Bolts Session led by Michael ‘MC’ Carter

• Get the Jump on Your Competition - Build Your Marketing Machine

• Become a High Clientshare™ Accounting Firm

Summary of Offer


How do you qualify forFoundation Member Pricing:

1. Complete Application Form and make $500 reservation payment (Refunded if your firm is not accepted onto the program)

2. Interview with Practice Paradox

3. First payment prior to 30 June


How do you qualify for $14,816Foundation Member Bonuses:

First 20 firms to:

1. Complete the Application Form,

2. Pass the Interview Process, and

3. Make First Payment (Monthly or Full)


Go now to www.practiceparadox.com.au/foundationoffer

Who can apply?

Firm Selection Criteria:1. Sound business fundamentals 2. Willingness to commit 3. Willingness to work4. Willingness to contribute5. Willingness to follow the system



Your Questions



Complete the On-Screen Survey as soon as Webinar ends• Would you like to apply to join The

Clientshare Academy training program?• What questions do you still have about The

Clientshare™ Academy training program?• What questions do you have about other Practice

Paradox services such as consulting services and in-house training workshops?



Practice Paradox Clientshare Academy Launch - Including Foundation Member Offer - Slides

Business

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