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Marketing Course for Accounting Firms: Recording of 23 June 2010 webinar where we covered the unique aspects of the course, benefits of the program, the course curriculum, the format and delivery of ...

Marketing Course for Accounting Firms: Recording of 23 June 2010 webinar where we covered the unique aspects of the course, benefits of the program, the course curriculum, the format and delivery of the course, pricing, as well as a special Foundation Member offer for the first intake of firms into the program.

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

  • 1. Introducing ... The Clientshare™ Academy - Marketing Training & Implementation Course Michael ‘MC’ Carter - Director of Practice Paradox
  • 2. 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
  • 3. Built a Marketing Machine™ Not dependent on key senior people Great marketing Clear focus Imagine Growing Predictable results Enjoying Marketing systems Attracting ideal client types Dominating your niche
  • 4. Higher average fee per client Your clients love it Happier clients Imagine Educating your clients Revenues up Higher Clientshare™ clients More loyal clients Morale good
  • 5. Email autoresponder series Blogs ‘Conveyor belt’ system Latest technologies Twitter Imagine LinkedIn Email marketing systems Wufoo Jing Communicating effectively Engagement marketing PollDaddy Formspring YouTube
  • 6. Selling is easy Clients arrive, ready to buy Imagine ‘Value conversations’ Clients taking action Clear framework
  • 7. Numbers game Psychology Learn how to play Sales process design Imagine Practical ‘hard systems’ ‘Soft skills’ KPI Control Panel Opportunity pipeline management
  • 8. High Clientshare™ Firm Greater revenues Imagine Better firm Changing clients’ lives Better life Higher quality client relationships Making a difference
  • 9. 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
  • 10. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions 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
  • 11. 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 Dobell Managing Director dbsn group Maroochydore, Queensland, Australia
  • 12. 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!
  • 13. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Course delivery format Monthly End of each Semester Live Online Classes Monthly 3-Day Nuts & Workshop Bolts Session 24/7 Access to Member-Only Online Forum
  • 14. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Semester 1 Format One-to-Many Marketing Systems July Aug Sep Oct Nov Nov Month 1 Month 2 Month 3 Month 4 Month 5 Class Class Class Class Class 1st 3-Day Nuts & Nuts & Nuts & Nuts & Nuts & Workshop Bolts Bolts Bolts Bolts Bolts Session Session Session Session Session 24/7 Access to Member-Only Online Forum
  • 15. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Semester 2 Format One-to-One Selling Systems Jan Feb Mar Apr May May Month 6 Month 7 Month 8 Month 9 Month Class Class Class Class 10 Class 2nd 3-Day Nuts & Nuts & Nuts & Nuts & Nuts & Workshop Bolts Bolts Bolts Bolts Bolts Session Session Session Session Session 24/7 Access to Member-Only Online Forum
  • 16. 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 Nuts & Bolts • 2 weeks after each class SESSION • Q&A Session and Open Forum Clientshare™ Academy Q&A • Implementation accountability and guidance • Member Only Online Discussion Forum
  • 17. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions 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
  • 18. 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
  • 19. Your Marketing Machine
  • 20. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions 20 Page Course Outline Available After Webinar
  • 21. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions 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
  • 22. 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)
  • 23. 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
  • 24. 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 For Next Actions List Clientshare™ Matrix
  • 25. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions 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)
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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’
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Month 5 Your 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
  • 37. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Month 5 Your 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
  • 38. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Month 5 Your 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
  • 39. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Month 5 Your Conveyor Belt Bottom line • Your firm will be publishing top quality engaging content through multiple channels, attracting subscribers, new clients and referral partners Tools implemented AutoResponder Feature
  • 40. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions 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
  • 41. 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
  • 42. 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
  • 43. 3-Day Workshops • ... Novotel Twin Waters Resort Sunshine Coast QLD
  • 44. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions 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
  • 45. 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
  • 46. 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
  • 47. 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
  • 48. 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
  • 49. 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
  • 50. 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
  • 51. 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
  • 52. 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
  • 53. 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 For Sales Pipeline Tracking As example of CRM system with Sales Pipeline
  • 54. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions 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
  • 55. 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
  • 56. 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
  • 57. 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 Harris Director Gill McKerrow & Associates Indooroopilly, Brisbane, Australia
  • 58. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Month 10 Your 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
  • 59. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Month 10 Your Control Panel Bottom 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
  • 60. Your Marketing Machine
  • 61. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions
  • 62. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Strategies + Technology + Skills = Results This is what The Clientshare™ Academy delivers
  • 63. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions 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 Newman Principal Newmans Accountants Petrie Terrace, Brisbane, Australia
  • 64. 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
  • 65. 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
  • 66. 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
  • 67. 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
  • 68. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Summary of Offer 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
  • 69. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions How do you qualify for Foundation 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
  • 70. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions How do you qualify for $14,816 Foundation 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
  • 71. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Who can apply? Firm Selection Criteria: 1. Sound business fundamentals 2. Willingness to commit 3. Willingness to work 4. Willingness to contribute 5. Willingness to follow the system Go now to www.practiceparadox.com.au/foundationoffer
  • 72. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | Questions Your Questions Go now to www.practiceparadox.com.au/foundationoffer
  • 73. Introduction | The Benefits | The Program | The Tools | The Pricing | The Offer | 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? Go now to www.practiceparadox.com.au/foundationoffer