4P Marketing seminar - Day 2

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Slides from day 2 of the 4P Marketing seminar you attended.

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  • Information to include on the LinkedIn section: Consider why – people should join your network? What can you give them (advice etc)? Contribute to discussions. Join and follow groups. Start a discussion.Other important issues to consider: Get your profile sorted and up-to-date.Start to build up your external network. Link-in with others within your organisation.Plan in your diary to virtual network – set aside a couple of hours a week to keep updated with your profile. Join groupsOffer advice through groups. Be disciplined – Social Media can be addictive. Cold Contact – Warm Leads.
  • Information to include on the LinkedIn section: Consider why – people should join your network? What can you give them (advice etc)? Contribute to discussions. Join and follow groups. Start a discussion.Other important issues to consider: Get your profile sorted and up-to-date.Start to build up your external network. Link-in with others within your organisation.Plan in your diary to virtual network – set aside a couple of hours a week to keep updated with your profile. Join groupsOffer advice through groups. Be disciplined – Social Media can be addictive. Cold Contact – Warm Leads.
  • Information to include on the LinkedIn section: Consider why – people should join your network? What can you give them (advice etc)? Contribute to discussions. Join and follow groups. Start a discussion.Other important issues to consider: Get your profile sorted and up-to-date.Start to build up your external network. Link-in with others within your organisation.Plan in your diary to virtual network – set aside a couple of hours a week to keep updated with your profile. Join groupsOffer advice through groups. Be disciplined – Social Media can be addictive. Cold Contact – Warm Leads.
  • 4P Marketing seminar - Day 2

    1. 1. AVN 4P Marketing Eastwood Hall, Nottingham 28th & 29th November 2011 Day 2
    2. 2. 6 key growth drivers Get more sales leads Marketing Convert more sales leads Sales Change your prices Marketing Get customers to buy more Marketing Get customers to buy more often Marketing Get better at retaining customers Service
    3. 3. YOUR PRACTICE 10% improvementNumber of clients at start 250Defection rate 10% 9%Sales leads 50 55Conversion 50% 55% 82.11%No of customers 250 258Average price improvement £250 in £255Average amount bought profit 2 2.2Frequency 2 2.2Total sales £250,000 £318,424Direct costs (10%) £25,000 £31,842Fixed costs £150,000 £150,000TOTAL PROFIT £75,000 £136,582
    4. 4. Agenda09:00 Introduction 2:35 Break09:15 Lead conversion 2:55 Success stories10:40 Break 3:25 A complete online strategy11:00 Video marketing 3:50 Break11:45 Advanced social media 4:30 The power of testimonials12:30 Lunch 5:00 The power of guarantees1:20 Product creation 5:30 Closing comments and2:50 Build a better website finish
    5. 5. Lead Conversion
    6. 6. This is thelogical sequence of actions…
    7. 7. Action 105Develop an excellent pre-meeting system Research Stuff to take
    8. 8. Do your research Accounts Benchmark report Website + website grader report Brochure Credit report Industry background Competitor review Pre-meeting questionnaire What else?
    9. 9. Take to the meeting All your research Written agenda Laptop with AVN software loaded Service information sheets for Times Up PMI binder for them to keep, containing: – Inside cover – Personalised welcome letter – Step 3 - Their accounts – Step 5 - One page benchmarking report – Appendix - Sample Personal Balance Sheet – Appendix – Practice literature if very high quality
    10. 10. Take to the meeting Sample Key Improvement Possibilities report - do NOT leave it with them “Business needs analysis” form – tailored “How to get an extra £2m from PMI” CD “Improving your cashflow” worksheet from AR215 “Improving your profits” worksheet from AR215 Other evidence you can deliver
    11. 11. Action 106Work out how to open the meeting with impact Grab their attention Earn the right to continue Example…
    12. 12. Example We’re Smith & Co... and we do all the things you’d expect from great accountants - including getting your tax and accounts affairs sorted, and clearing a way through the sea of red tape for you. But the important thing is that we specialise in performance measurement and improvement, which means that…
    13. 13.  We specialise in using our skills with numbers to help you measure and improve everything that really matters to you, your family and your business… Including your profits, income, tax bills, bank balance, business value and personal wealth
    14. 14.  I’m confident we can use those skills to help you improve the numbers that matter to you, beat the recession and put many thousands of pounds of extra cash into your bank account It could even be more… for example, here’s a case study of how one small business got an extra £2m Would it be useful if we could help you in those sorts of ways?
    15. 15.  Out of interest, how much extra money have they put in your bank account recently? So how much extra would we need to help you get in your bank account to make it worth your while working with us? Write & say “worth switching for £X” By the way, how much time do we have?
    16. 16. Action 107Create a questioning system tofind out their needs Use questions to discover – What they need – Why it matters – How important it is They do most of the talking Example…
    17. 17. Example... I’ve been thinking about our meeting and have produced an agenda (give them their copy) and done a lot of preliminary research (brandish) Because of that research I know a little bit about you already – but I imagine all of this only (point to research) really tells part of the story
    18. 18.  So what I would like to do now in the rest of our time together is ask you some questions to fill in the blanks and so that I can properly understand what you really want and need from an accountant And when I fully understand everything that you want, then I’ll be able to give you the information you need about how we can help in those areas – and, if you are interested, also show you exactly how much your investment would be
    19. 19.  Does that seem like a sensible approach, and what else, if anything, would you like the meeting to cover? To help me do all of that professionally, I’m going to use these business needs analysis sheets that I prepared for our meeting (point to them), if that’s OK? Don’t worry, it’s not a form filling exercise – it is just our way of treating you and your business professionally.
    20. 20. Action 108Create a Business Needs Analysis formthat reflects what your firm does Filled in version And a blank Handout here
    21. 21. Top tips Get them to think about the benefits to the business and to them personally Use leading questions if they find it hard to articulate the benefits eg – “What kind of impact would it have on profits and staff morale, and how much time would it save”
    22. 22. Action 109Always use numbers to quantify the “gap” Where they are Where they want to be Example…
    23. 23. Key measure What you have What you wantSalesProfitsTaxTake homeBusiness valuePersonal wealthWhat else?
    24. 24. Key measure What you have What you wantSales £246,000Profits £77,000Tax 20%Take home £50,000Business value £ 246,000Personal wealth £800,000What else? 55 hours pw
    25. 25. Key measure What you have What you wantSales £246,000 £750,000Profits £77,000 £200,000Tax 20% 0%Take home £50,000 £150,000Business value £ 246,000 £750,000Personal wealth £800,000 £ 1.6 millionWhat else? 55 hours pw 35 hours pw
    26. 26. Get them to say why“Gain” in their own words What would that mean for you? And for your family? What else would it help you to achieve? How would that make you feel?And the “pain” What would happen if you failed? And how would that make you feel?
    27. 27. Discussing the numbers  Need an action plan to bridge that gap  How much help are you getting from your accountant in creating a plan to bridge the gap?  Would be useful to have more help?  Record on Business Needs Analysis Form  Prioritise the list
    28. 28. Action 110Use “trial closes” If we can prove we can deliver all of that would you feel comfortable in appointing us? If they say “no” – What else are you looking for?
    29. 29. Action 111Once you have identified all their needsexplain how you can meet them This is when you start really talking Example…
    30. 30. Example“We can definitely help youby meeting all your requirements” Go through the “Requirements” column Explain the matching benefits from final column Don’t talk about non matching benefits Is that the sort of thing you were looking for? Conspicuously tick them off
    31. 31. Action 112Provide them with proofthat you can meet their needs Third party - stories, case studies and testimonials LinkedIn mutual contacts Examples – PMI binder, reports Personalised – reports and software…
    32. 32. Action 113Always ask “How does that compare to whatyour current accountant does for you?”
    33. 33. Action 114Train people to ask for the businessand then shut up Summarise needs & how you match Have we met all of your requirements? EITHER: So, given that we CAN give you everything would you like to go ahead? OR: So, do you now have enough information to make a decision to go ahead with us?
    34. 34. Action 115Train everybody in handling objections They are inevitable…
    35. 35. Standard method “I understand exactly how you feel. Others felt the same way when they first heard the price. But this is what they found when they began using our services...”
    36. 36. “Accountant is a friend”Thats not a problem.You can keep him doing everything hes always donefor you if you want.All were suggesting is that we can help you in someextra ways that could make a very big difference toyour business.
    37. 37. “I want to shop around”Why don’t I give you a copy of the things yousaid were really important to you when choosingan accountant so that you can make sure that theother firms can give you everything on the list. Re-visit their requirements from BNA If necessary fax/email it to them the same day
    38. 38. “Price negotiable?”We can always take another look at Times Up! to seehow we can bring your investment down Do not crash the price Show how, if you change the package, it costs less
    39. 39. “ABC are cheaper”I am sure they know what their services are worth.Just as we know what ours are worth.And that’s why ours aren’t the cheapest on themarket.
    40. 40. “Split the difference?” I tell you what, lets agree that initially you pay the full £3000 price – which is £500 more than you currently think you want to pay But let’s also agree now in writing that at the end of the year if you don’t think you’ve really had value for that extra £500 we will give it back to you So whatever happens, you won’t end up paying a penny more than you decide we were worth Does that seem fair?
    41. 41. Action 116Implement an excellent post meeting system If you have already made the sale – Get things moving – 64-8 etc If you haven’t made the sale yet…
    42. 42. If you haven’t made the sale yet Keep control - don’t wait for them to take next step Agree what you are going to do next – Either arrange the next meeting – and put it in the diary now – Or contact them in a few days Do it Be professionally & systematically persistent
    43. 43. Professional persistence Brief same-day letter summarising the discussion – You said you wanted [requirements], because [pain/gain] – You saw how you could get all of that from our [matching stuff] – We agreed the next step was… – Include a checklist of what to look for in an accountant – Remember, speed stuns Then follow up personally by phone
    44. 44. Follow up messages Any thoughts? What’s stopping you? What needs to happen for you to be able to take the next step with us? I’ve been thinking… let’s have another meeting – No selling, real benefit – EITHER... on their most important key issue – OR one of your compelling offers...
    45. 45. Next step“Try before you buy” type meetings Diagnostic report + meeting Benchmarking report + meeting Videos + meeting Seminar + meeting SSTW + meeting Tax clinic Remuneration Tax Planner meeting & report Incorporation Tax Planner meeting & report
    46. 46. Finally Offer them an alternative that it is easier to say “yes” to – cut down version of your full service – quick, small, or low cost alternative service And... automated proactive contact
    47. 47. Video marketing
    48. 48. More than 1 billion videosper day are added to YouTube Video is the20 hours of video are fastestuploaded every minute growing area of the web Why?
    49. 49. Benefits of video SEO Attention-grabbing Build rapport Establish credibility and expertise Easier to demonstrate Testimonials are more believable Easy to do
    50. 50. Where to use your video LinkedIn profile Video sales letter page
    51. 51. Where to use your video LinkedIn profile Video sales letter page Lead page YouTube channel Your reception area Website
    52. 52. Types of video About you/your practice Testimonial/case study Sales/promote an event Tutorial/how-to/educational Fun
    53. 53. Two types of video Video camera Screen capture
    54. 54. Equipment Video camera External mic Lighting Tripod Editing software
    55. 55. Key video tips Keep videos short Editing – more is better Music Something to look at Be engaging Over act!
    56. 56. YouTube YouTube is a COMMUNITY Focus on your channel – not one “killer” video Many videos don’t add value You need to optimise your videos Think about TRAFFIC – to and from Call to action
    57. 57. Creating a video product  Use screen capture software – E.g. Camtasia
    58. 58. Your key actions 117 - Set up your YouTube channel 118 - Subscribe to some great channels 119 - Create a video about your practice
    59. 59. Advanced social media
    60. 60. LinkedIn Established in 2003 Largest professional online network 100m+ members worldwide 1.5m Company profiles 5m+ UK members 877,000 groups
    61. 61. Action 120Create/update your profile Go to www.LinkedIn.com Register with email and password Fill in your details You’re on LinkedIn! Aim to get your profile to 100% completeness
    62. 62. Action 121Make sure your LinkedIn profile “sells” Share best practice and content Summary must give strong reason to talk to you – Eg free meeting, free report, free seminar, free advice Move low impact sections to the end – Education, Experience, Additional info and Contact settings
    63. 63. Completion Tips Recent photograph Summary details Education and career history At least 3 recommendations Website URL – use search keywords (SEO) Public Profile settings and URL selected
    64. 64. Action 122 - Connect Find people you already know – Friends – Clients – University classmates – Contacts from previous employment Upload your Outlook contacts – Select which ones you’d like to connect with
    65. 65. Action 123 - Join Groups LinkedIn has a limit of 50 groups per user – Only join those you can keep up with Interact with other users but don’t spam Useful groups: – 4P Marketing & AVN the Accountants – Institute groups – Local networking groups – Groups for business owners
    66. 66. Action 124 – Join discussions Look for new group discussions LinkedIn Answers (under ‘More’ tab – or search topics in Answers using Search) Become an expert
    67. 67. Action 125Get Recommendations Use the rule of reciprocity (or “give and you shall receive”) (change settings to hide quid pro quo recommendations) Ask favourite contacts Ask clients when they say ‘Thanks’ Get the team asking for recommendations (make it a competition with a prize for the most) Use them beyond LinkedIn (website, proposals, brochures)
    68. 68. Action 126Use Advanced Search Search for clients using keywords and locations Eg, “owner+building” within 30 miles of your postcode will return LinkedIn users that are owners of building companies. Ask for introductions through contacts or groups LinkedIn shows you your current relationship – and it’s polite to ask!
    69. 69. Live demonstration
    70. 70. Action 127Manage your accounts Integration is the key Free Social Media tools to manage accounts – Tweetdeck – Hootsuite Manage multiple accounts in one place
    71. 71. Action 128Keep updating Social Media moves quickly Don’t answer quickly and your competitor will Make sure your information is current Diarise time each week to post updates
    72. 72. Making your website work for you
    73. 73. Why have a website?
    74. 74. Why have a website? ‘Shop window’ for your practice Immediacy of search Open 24/7 Allows frequent updates Sells your services
    75. 75. Common Mistakes Boring design  Links not working Out of date  Phone number hidden Poor navigation  No testimonials ‘Us’, not ‘you’  Too much jargon Wrong audience  No videos Too much text  Latest News not updated Inconsistent style  No analytics
    76. 76. Action 130 – Target audienceWho are you writing for? Clients Think about your ideal client profile from the Strategic Marketing Prospects session. Future employees What do they want and need to find out from your website? Other?
    77. 77. Action 131 – Identify MWAWhat is your Most Wanted Action? Leave their contact details Give you a call Download a free report Other?
    78. 78. Action 132Competitor ResearchWho has a great website? Likes and dislikes Borrow ideas
    79. 79. Action 133 – Set objectivesConsider the targets you want to achieve Number of visitors from organic search Average length of time on the site Quantity of contact details gathered Telephone calls generated Social media click-throughs
    80. 80. Website design and layoutClean and simple works best Design is subjective Show your firm’s personality Stick to your brand Contact details in the header Avoid matt black backgrounds Consider reading patterns The World’s Worst Website
    81. 81. Structure & NavigationThink differently Home  Home Services  How we can help you Testimonials  What our clients say About Us  Who we are Contact Us  Where we are Adhere to website best practice – don’t try to be too quirky!
    82. 82. FunctionalityWhat could your website provide for visitors? Updated content (CMS) Free book or download Secure client login area Search box Call back facility Shopping cart Interactive map
    83. 83. CompatibilityWhich browser do you use? Internet Explorer Mozilla Firefox Google Chrome Other?
    84. 84. CompatibilityDon’t forget mobile browsing Smartphones Tablets (Don’t use Flash!)
    85. 85. Action 134 – Make a listMake a checklist of your requirements beforemeeting web designers Design and layout Structure and navigation Functionality Compatibility Content management
    86. 86. Action 135 – Write contentRemember the tips in the ‘Writing effectivecopy’ session Sub-headings Bulleted lists Highlighted keywords Short paragraphs Clear, concise language
    87. 87. Content tips Above the fold Online users = low tolerance Use links to other pages Think about external links – why? Sell solutions, not products Don’t offer a free BenchMark report.Add a huge button that says “Find out how your business compares to hundreds of other businesses in YOUR industry”
    88. 88. Content tips Font size – not too big or too small ‘Sans serif’ font styles easier to read online All capitals = SHOUTING Reading on the web takes up to 25% longer
    89. 89. Web reading patterns Jakob Nielsen, web usability guru, 2006
    90. 90. Action 136 – Check usabilityDon’t deviate too much from convention Web users expect certain conventions Too much deviation means they will leave Make them feel in control Tip: avoid links that open new browser windows
    91. 91. Action 137 – Maximise SEOSearch Engine Optimisation = to improve yourwebsite’s visibility via organic search Make sure CMS is SEO-friendly Determine your keywords Use alt tags on images and videos Customise title tags and meta tags Use social bookmarking Google Webmaster Tools
    92. 92. Action 138 – Legal stuffWeb designers should be up to date with legislation Company details and registered number Copyright notice Disclaimer Privacy Policy Tip: Include in the footer so it appears on every page
    93. 93. Action 139 – Measure statisticsHow successful is your website? Google Analytics – free Code embedded on your website Track and measure progress Share with the teamwww.google.com/analytics
    94. 94. Google AnalyticsSuggested starting point: Number of unique visitors Average pages per visit Average time on site Traffic source Bounce rate Search keywords
    95. 95. Action 140 - Launch Your SiteDon’t hide it away Submit it to Google Tell existing clients – benefits for them Tell existing prospects – compelling offer Tell the press – issue a press release Tell your social media contacts
    96. 96. Our website solutionNo need to start from scratch Fully customisable template-based design Developed by accountants for accountants Standard copy already written Design and layout based on proven results
    97. 97. DemonstratingYour expertise
    98. 98. How to create a writtenproduct? Topic Title...
    99. 99. Great titles How to... The insiders secret to... The 7 biggest mistakes that... The complete guide to... The biggest... Secrets 1001 ways to... The truth behind...
    100. 100. How to create a writtenproduct? Topic Title Subheadings Write about 5,500 words (15 pages of A4) Tip: Audio record
    101. 101. Your key action 129 – Create a product to demonstrate your expertise
    102. 102. Success stories Simon Nock John Johnstone
    103. 103. Automating yourlead generation
    104. 104. Turn strangers intofriends... ... and friends into customers
    105. 105. Hero shot Call to actionAudience Product shot Data capture Benefits TestimonialSignature Video testimonialCredentials
    106. 106. The Process Full name &Email data Email PDF Book address Capture Verification downloaded capture Build Data Email series dialogue Book managed in over several and posted mail system weeks relationship (LinkedIn?)
    107. 107. The Golden Carrot Free to business owners! Quid pro quo – their contact details in exchange for a free book
    108. 108. The Lead Page Data Capture
    109. 109. PDF or Book? Full name Email address = Email address = Firm name Postal address Telephone no
    110. 110. PromotionDrive traffic to lead page Postcards Events Local publications Bank managers Joint ventures Client referrals Social media
    111. 111. MeasureTrack the success of campaigns Follow up ‘warm’ and ‘hot’ leads Continue emails to other prospects Make the first sale an easy sale
    112. 112. Your actions 141 – create a ‘golden carrot’ 142 – create a lead page 143 – purchase a URL / domain name 144 – capture prospect details in your CRM system
    113. 113. Your actions 145 – write a series of follow-up emails 146 – design postcards to promote lead page 147 – write a press release to promote it 148 – arrange distribution of your postcards
    114. 114. Your completeonline strategy
    115. 115. YouTubeChannel Lead A Page U T Email 1 O R E Email 2 S P Email 3 O N Email 4 D E R S Email 5 Video sales letter
    116. 116. YouTubeChannel Lead Page ONLINE TRAFFIC LinkedInFacebook Twitter Blog Website Video sales letter
    117. 117. YouTubeChannel Lead Page OFFLINE TRAFFIC Affiliates ONLINE Postcards TRAFFIC PR LinkedInFacebook Twitter Blog Website Video sales letter
    118. 118. YouTubeChannel Lead Page OFFLINE TRAFFIC Affiliates ONLINE Postcards TRAFFIC PR LinkedInFacebook Twitter Blog Website Video sales letter
    119. 119. YouTubeChannel Lead Page OFFLINE TRAFFIC Affiliates ONLINE Postcards TRAFFIC PR LinkedInFacebook Twitter Blog Website Video sales letter
    120. 120. YouTubeChannel Lead A Page OFFLINE U TRAFFIC T Email 1 O Affiliates ONLINE R Postcards TRAFFIC E Email 2 PR LinkedIn SFacebook P Email 3 O Twitter N Blog Email 4 D Website E R S Email 5 Video sales letter
    121. 121. YouTubeChannel Lead A Page OFFLINE U TRAFFIC T Email 1 O Affiliates ONLINE R Postcards TRAFFIC E Email 2 PR LinkedIn SFacebook P Email 3 O Twitter N Blog Email 4 D Website E R S Email 5 Video sales letter
    122. 122. Making It All Happen
    123. 123. The pain
    124. 124. Sales and marketing help – Sue Davenport ACIM, ACMA – Luke Jackson BA (Hons), MBA, ACIM – Susan Clegg – Steven Baldwin – Tom Holdsworth – Ellen Woodbine
    125. 125. How to getgreat testimonials
    126. 126. Your key actionGet everyone asking for testimonials Ask when they say “thank you” And “sorry” Ask happy clients
    127. 127. Writing testimonials Single sheet of A4 Ends with a “Thank you” Sound genuine Specific and enthusiastic Read as unrequested Addressed to you
    128. 128. Another key actionGet everyone writing testimonials To clients For clients
    129. 129. Success stories Background The pain What they did Results Key advice
    130. 130. Two ideas Events – run a competition Your book...
    131. 131. Key actionCollect video testimonials Domestic camcorder (or iPhone 4) Tripod External microphone
    132. 132. Your actions 149 – Get everyone asking for testimonials 150 – Create a feedback system for identifying happy clients 151 – Get everyone writing testimonials 152 – Collect video testimonials
    133. 133. Your actions 153 – Collect success stories 154 – Invite people to be part of your book 155 – Display your testimonials 156 – Create a measurement system

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