Transform Client Relationships from Transactional to Consultative
Transform Client Relationships from Transactional to Consultative.
Dec 15, 2015
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Transform Client Relationships from
Transactional to Consultative
www.xero.com
Ian Vacin
Vice President, Marketing & Product
Who am I?
Mobile: 510-517-6267
Email: [email protected]: ianvacin
Twitter: @ian_vacin
www.xero.com
Introducing Xero
• Global leader in online accounting• Customers in 100+ countries, doubling
year over year• 300+ staff spread across NZ, AU, UK and
US (San Francisco, Austin, Atlanta)
• Processed over $120B of transactions• A new release every 6 weeks• Unlimited users, with different roles• Bank feeds from 5,000+ institutions
www.xero.com
Customer acquisition 110,000
First 50,000: 5 yearsSecond 50,000: 10 months
www.xero.com
Steve Chaney, CPAOwner, Chaney & Associates
Who are the Panelists?
• Has served in the accounting field since 1996• Leverages technology as cornerstone for Chaney &
Associates• Hand picked to sit on a roundtable of thought
leaders for cloud based technology
Michelle Long, CPA, MBAOwner, Long for Success• ’10 Women Who Inspire a Profession’ by
Accounting Today• Worth Watching Accounting Blog by Accounting
Today• Small Business Influencer Community Choice
Winner by Small Biz Trends
www.xero.com
Transforming Client Relationships
• Phase 1: Identify the right opportunities
• Phase 2: Setup the relationship• Phase 3: Be the trusted advisor• Phase 4: Increase your value-added
services
www.xero.com
• Listen: What problem are they trying to solve?
• Understand: Ask questions about their business
• Decide: Is it worth taking this engagement?
Phase 1: Identify the right opportunities
RIGHT CLIENT SITUATIONS- Looking for greater efficiency- Looking for more financial
flexibility- Looking to grow/change- Tech savvy
WRONG CLIENT SITUATIONS- Client is not open minded- Client only wants one service
(write-up)- Not looking to change their
business practices
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• Educate: Articulate the value of working with you
• Demonstrate: What tools you use & how it works
• Communicate: Be clear on services, prices & ownership
Phase 2: Setup the relationship
EDUCATE- Value of being the trusted advisor- Benefits of the cloud- Financial responsibility and flexibility
COMMUNICATE- Bundled, monthly
services- Do it on their own
DEMONSTRATE- How it works- The tools Xero provides
www.xero.com
• Train: Set client up for success• Deliver: Be sure client “ask” is satisfied• Support: Be proactive, not reactive
Phase 3: Be the trusted advisor
Build trust
“Being there to train and support the client has become a very important part of our business. We build the trust in the relationship and in turn we have now become a very important part of their business.”
Lisa Callaghan – Interactive Accounting
www.xero.com
• Analyze: Leverage your inside knowledge & skill
• Delight: Over-deliver; “Sample” your services
• Recommend: Serve up services as appropriate
“As accountants, value is not putting the client into a bucket but being their advisor. We add more value to the client by not being someone who just always looks at the numbers.”
Jody Padar – New Vision CPA Group
Phase 4: Increase your value-added services
www.xero.com
Recap: 12 steps to consultative engagements • Phase 1: Identify the right opportunities
Listen -> Understand -> Decide
• Phase 2: Setup the relationshipEducate -> Demonstrate -> Communicate
• Phase 3: Be the trusted advisorTrain -> Deliver -> Support
• Phase 4: Increase your value-added services
Analyze -> Delight -> Recommend
Example: Write-ups
“Using the old method, I was spending 8 hours just on tax and accounting work. With Xero, I have cut the tax and accounting work down to 4 hours and spend the other 4 hours on advisory value-add services.”
Jody Padar – New Vision CPA Group
Leverage the “single ledger”A collaborative approach to accounting
For the advisor
For the client
General ledgerManagement reporting
Annual reportingFixed assets
InvoicingA/RA/P
Sales taxExpense claims
Contacts
Shared
data
AUTOMATED DAILY BANK FEEDS
www.xero.com
• Listen: What problem are they trying to solve?
• Understand: Ask questions about their business
• Decide: Is it worth taking this engagement?
• Educate: Articulate the value of working with you
• Demonstrate: What tools you use & how it works
• Communicate: Be clear on services, prices & ownership
• Train: Set client up for success
• Deliver: Be sure client “ask” is satisfied
• Support: Be proactive, not reactive
• Analyze: Leverage your inside knowledge & skill
• Delight: Over-deliver; “Sample” your services
• Recommend: Serve up services as appropriate
Recap: 12 steps to consultative engagements
www.xero.com
Questions?
Try for free at:www.xero.com/signup
Become a partner at:www.xero.com/partners
www.xero.com
Appendix
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