Practice Paradox Clientshare Academy Launch - Including Foundation Member Offer - Slides
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Transcript of 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
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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!
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Semester 1 Format
Month 1 Class
Nuts & Bolts
Session
24/7 Access to Member-Only Online Forum
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Semester 2 Format
Month 6 Class
Nuts & Bolts
Session
24/7 Access to Member-Only Online Forum
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Your Marketing Machine
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 1 - Your Radar
• 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)
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 1 - Your Radar
• 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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 1 - Your Radar
Bottom line• Your firm will experience a new level of focus
that will boost your firm’s marketing effectiveness.
Tools implemented
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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)
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 2 - Your Hopper
• 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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 2 - Your Hopper
• 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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 2 - Your Hopper
Bottom line• Subscriber database begins to grow rapidly• More effective initial focus for marketing process
Tools implemented
or your pre-existing email marketing system
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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’
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 4 - Your Engine
• 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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 4 - Your Engine
Bottom line• Your firm will be publishing top quality engaging
content through multiple channels, attracting subscribers, new clients and referral partners
Tools implemented
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
• ...
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 6 - Your Filter
• 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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 6 - Your Filter
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 7 - Your Packaging
• 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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 7 - Your Packaging
• 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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 7 - Your Packaging
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 8 - Your Pipeline
• 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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Month 8 - Your Pipeline
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
For Control Panel KPI tracking
Your Marketing Machine
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
OR … Interest-Free Monthly Payments $1,251.63 x 12 months $1,251.63/month
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
OR … Interest-Free Monthly Payments $1,251.63 x 12 months $1,251.63/month
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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)
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
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
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Go now to www.practiceparadox.com.au/foundationoffer
Your Questions
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Go now to www.practiceparadox.com.au/foundationoffer
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?
Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
Go now to www.practiceparadox.com.au/foundationoffer