10 Steps to Building a
Marketing Machine for
Growing Your Accounting Firm
Your Marketing Machine | Part 3: Steps 7 to 10

...
10 Steps to Building a
Marketing Machine for
Growing Your Accounting Firm
Michael ‘MC’ Carter - Director of Practice Parad...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Today’s webina...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




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Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions |




 Why do we call it a Marketing ...
Your Marketing Machine




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Your Marketing Machine


1. Your Radar




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Your Marketing Machine


 2. Your Hopper




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Your Marketing Machine




3. Your Fuel




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Your Marketing Machine




4. Your Engine




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Your Marketing Machine


            5. Your Conveyor Belt




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Your Marketing Machine


                         6. Your Filter




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Your Marketing Machine




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Your Marketing Machine




       7. Your Packaging




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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Service Level ...
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 The Purpose of...
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 The Purpose of...
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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




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Your Marketing Machine




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Your Marketing Machine




         8. Your Pipeline

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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 What is ‘Your ...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 What is Opport...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 What is Opport...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 The Opportunit...
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 Elements of yo...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Elements of yo...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Opportunity Pi...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Spreadsheet


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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Spreadsheet


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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Capsule CRM


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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |



 Smartsheet
 Sta...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Then what do y...
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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 What is a lack...
Your Marketing Machine




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Your Marketing Machine




9. Your Oil

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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 What is Your O...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 What is Your O...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Selling is mai...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 We are all in ...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Tips on struct...
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 Tips on struct...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Objection hand...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Objection hand...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Objection hand...
Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Objection hand...
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Your Marketing Machine




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10. Your Control Panel




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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




 Monitoring the...
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            Res...
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            Act...
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 How do you mon...
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     Your Marke...
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Your Marketing Machine




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Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions |




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Marketing, Sales Process and Selling Skills for Accounting Firms – Marketing Machine Webinar Part 3

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Slides from webinar held 1 Sep 2010. Part 3 in 3-part series, teaching accounting firms leading edge marketing strategies. Topics: Your Packaging, Your Pipeline, Your Oil, Your Control Panel.

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Marketing, Sales Process and Selling Skills for Accounting Firms – Marketing Machine Webinar Part 3

  1. 1. 10 Steps to Building a Marketing Machine for Growing Your Accounting Firm Your Marketing Machine | Part 3: Steps 7 to 10 8
  2. 2. 10 Steps to Building a Marketing Machine for Growing Your Accounting Firm Michael ‘MC’ Carter - Director of Practice Paradox 9
  3. 3. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Today’s webinar • Quickly recap first 6 components of Marketing Machine™ model (covered in last two free webinars) • Next 4 components of your firm’s Marketing Machine™ • Your Packaging: When does (and doesn’t) ‘bundling’ services work? • Your Pipeline: Introduction to Opportunity Management • Your Oil: The art and science of ‘soft skills’ in selling • Your Control Panel: Marketing KPIs to monitor • The plug: Announcing Marketing Masterclass for Accountants 3-day marketing workshop in November on Sunshine Coast, QLD • Question & Answer time 10
  4. 4. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Resources section Free Videos area practiceparadox.com.au Access recordings of past webinars for free Slides also accessible in blog posts on the site 11
  5. 5. Introduction | Your Engine | Your Conveyor Belt | Your Filter | The Plug | Questions | Why do we call it a Marketing Machine? 1. It works! No mystery. Predictable performance. 2. Structure and design to it. Understandable. 3. Works without you. Flick the switch. Duplicatable. 4. It’s scalable and adjustable. Turn it up, turn it down to suit. 5. You can learn how to run it. There is a manual! 12
  6. 6. Your Marketing Machine 13
  7. 7. Your Marketing Machine 1. Your Radar 14
  8. 8. Your Marketing Machine 2. Your Hopper 15
  9. 9. Your Marketing Machine 3. Your Fuel 16
  10. 10. Your Marketing Machine 4. Your Engine 17
  11. 11. Your Marketing Machine 5. Your Conveyor Belt 18
  12. 12. Your Marketing Machine 6. Your Filter 19
  13. 13. Your Marketing Machine 20
  14. 14. 21
  15. 15. 22
  16. 16. Your Marketing Machine 7. Your Packaging 23
  17. 17. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Service Level Agreements? ‘Bundles’? • Defined services grouped into named levels • How you name the levels/options isn’t crucial • Different price points on each level • Clearly defined scope on each level • Clients know what is included • Clients know what is ‘outside scope’ 24
  18. 18. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | The Purpose of Packaging Your Services • Give clients clear choices • Let client know you can do more than the basics • Structures the conversation with a client • Aids the sales process • A ‘which option suits best’ close • Not a ‘will you go ahead’ close 25
  19. 19. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | The Purpose of Packaging Your Services • Educates clients as to ‘where they sit’ • Pricing of top level provides contrast • Makes middle level seem affordable • Provides clients with development path • Allows you to build in exclusivity • Special events for your top clients 26
  20. 20. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | 27
  21. 21. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | When Packaging Services Fails • Thinking that ‘having some’ will make it work • Being inflexible • The goal is to make a decision easier • Not to shoehorn clients into slots • Tailor levels to suit • Is not a replacement for a full ‘Needs Analysis’ process with a client 28
  22. 22. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Complex Development Monthly Needs Advice Contact $ Moderate Needs Monitoring Progress Quarterly Contact Focus on Infrequent Simple Needs Recent Past Contact Complexity Focus Frequency 29
  23. 23. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Complex Development Monthly Needs Advice Contact $ Moderate Needs Monitoring Progress Quarterly Contact Focus on Infrequent Simple Needs Recent Past Contact Complexity Focus Frequency 30
  24. 24. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Complex Development Monthly Needs Advice Contact $ Moderate Needs Monitoring Progress Quarterly Contact Focus on Infrequent Simple Needs Recent Past Contact Complexity Focus Frequency 31
  25. 25. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Complex Development Monthly Needs Advice Contact $ Moderate Needs Monitoring Progress Quarterly Contact Focus on Infrequent Simple Needs Recent Past Contact Complexity Focus Frequency 32
  26. 26. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Complex Development Monthly Needs Advice Contact $ Moderate Needs Monitoring Progress Quarterly Contact Focus on Infrequent Simple Needs Recent Past Contact Complexity Focus Frequency 33
  27. 27. Your Marketing Machine 34
  28. 28. Your Marketing Machine 8. Your Pipeline 35
  29. 29. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | What is ‘Your Pipeline’? • The flow of opportunities for new business CONTROL • A record and system for tracking opportunities • Allows growth projections to become more predictable through ... FORECASTING • Statistics on conversion rates and sales cycle times (how likely, and how quickly) • Treating process as a numbers game • Reduces time and emotion/stress involved 36
  30. 30. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | What is Opportunity Management? • Where do you and your team record opportunities: • For potential new clients? • For additional services for clients? • Is this information centrally stored? • Does it make it easy to see: • How full/empty ‘the pipeline’ is? • Details of individual opportunities 37
  31. 31. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | What is Opportunity Management is not • Having only one or two ‘hot prospects’ on the go at any one time, and • Pinning your hopes on them, • Then wondering where they’re at with their decision making, • Then getting disappointed at missing out on these prospects, and • Letting that affect your confidence 38
  32. 32. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | The Opportunity Management Mindset • It’s simply a numbers game • I/we have a realistic conversion rate of getting proposals across the line • “We don’t win them all” • I/we have a realistic timeframe we work to, from initial conversation to a decision being made • “It doesn’t happen overnight!” 39
  33. 33. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Elements of your Opportunity Pipeline Process % Probabilities Linked Milestones of Winning Enquiry Received 20% INA Completed 40% Request for Proposal 50% Proposal Discussion 60% Verbal Confirmation 80% Signed Agreement 100% 40
  34. 34. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Elements of your Opportunity Pipeline Process % Probabilities Linked Milestones of Winning Lead 25% Opportunity 50% Solution Proposed 75% Formal Approval 100% 41
  35. 35. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Elements of your Opportunity Pipeline Process % Probabilities Linked Milestones of Winning Expected Expected $ Amounts Close Dates Opportunity Client/Prospect Opportunity Names Names Owners 42
  36. 36. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Opportunity Pipeline Management Tools • Whiteboard • Spreadsheet • Excel • Online Apps • Software 43
  37. 37. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Spreadsheet 44
  38. 38. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Spreadsheet 45
  39. 39. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Capsule CRM 46
  40. 40. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | 47
  41. 41. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Smartsheet Standalone or can work with Google Docs 48
  42. 42. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Then what do you do? • Train your team in how to update the pipeline • Review your own pipeline every day • Review your team members’ pipeline on a regular basis • Formal weekly Pipeline Review meetings one-on-one • Ask, ‘What can I do to help you move this opportunity to the next stage?’ 49
  43. 43. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Poll Does your firm have a formal Opportunity Pipeline system and process? 50
  44. 44. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | What is a lack of Opportunity Management costing you? • Missed opportunities … • ‘Falling through the cracks’ • Lack of prompt follow-up • Opportunities going stale • Fewer clients • Reduced revenue 51
  45. 45. Your Marketing Machine 52
  46. 46. Your Marketing Machine 9. Your Oil 53
  47. 47. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | What is Your Oil? • Makes your Marketing Machine work to its optimum level • Without it your pipeline won’t flow to its optimal level • Understand that this is a MASSIVE topic ... 54
  48. 48. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | What is Your Oil? • The ‘soft skills’ involved in selling • Sales process structure • S.P.I.N. Methodology - Neil Rackham’s book, ‘SPIN Selling’: • Situation • Problem • Implication • Need-Payoff 55
  49. 49. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Selling is mainly about asking questions • Seek first to understand • Questions steer the conversation • Open questions • Question lead-ins • ‘Tell me more’ prompts • Selling is about solving problems 56
  50. 50. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Toula Portokalos: Ma, Dad is so stubborn. What he says goes. “Ah, the man is the head of the house!” Maria Portokalos: Let me tell you something, Toula. The man is the head, but the woman is the neck. And she can turn the head any way she wants. My Big Fat Greek Wedding (2002) 57
  51. 51. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | We are all in sales! • Asking clients to take a course of action is selling • Anyone with client contact must get formally trained in sales • Client Relationship Management is a sales process • A neglected skill by most firms 58
  52. 52. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Tips on structuring client meetings • Always set expectations and scope in advance of the meeting • No ‘ambush selling’ allowed! • After initial chat/small talk: 1. Purpose Statement 2. Time frame 3. Ask, ‘Is there anything else you’d like to cover today?’ 59
  53. 53. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Tips on structuring client meetings • Always BAMFAM! • Book A Meeting From A Meeting • Even if it’s not for a few months • Always clarify next steps for both parties • Always maintain control of next steps • Don’t leave ball entirely in client’s (or referral partner’s) court • Gain permission to follow-up by a certain date 60
  54. 54. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Objection handling tips • Pre-empt objections • Raise them in advance - e.g. “Some clients have told us that initially they thought they couldn’t afford to pay for our Cash Flow Monitoring service, and [not ‘but’!] what they found is that the added peace of mind and better management of cash, actually meant they had more cash and less stress than before.” 61
  55. 55. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Objection handling tips • Write each objection down to: 1. Show you are taking each objection seriously 2. Reflect them back to the client/prospect to ensure you understand each clearly • Feel-Felt-Found reply • “I understand how you feel about that, and I know a lot of clients initially felt the same way, and what they found was” 62
  56. 56. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Objection handling tips • Parking the objection • Ask, “Imagine just for a moment that [timing] wasn’t an issue for you, then you’d go ahead wouldn’t you?” • Often the first objection is not the real objection? - e.g. Client might add, “Well, actually, I’m not sure that the business can afford that at the moment.” • If they reply, “No” without adding anything, then add, “Well there must be another concern for you then …?” [Pause, await reply] 63
  57. 57. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Objection handling tips • Keep in mind that a thorough Needs Analysis conversation at the start of the process will allow you to either pre-empt or detect/hear any objections well ahead of the ‘close’ stage where you ask for the go-ahead • If you get a lot of objections, that’s a symptom of a poor front end on your sales process, resulting in you not fully understanding the client’s Situation and Problems, and not getting them to speak about the Implications 64
  58. 58. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Objection handling tips • By the time you get to the Needs-Payoff stage, the courses of action should feel like a mutual conclusion and joint decision … • Which is why the number of objections you get at this stage should be very low 65
  59. 59. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Poll What percentage of your team members who have client contact have undergone formal sales training? 66
  60. 60. Your Marketing Machine 67
  61. 61. 10. Your Control Panel 68
  62. 62. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Monitoring the performance of your firm’s Marketing Machine • “What you can measure, you can manage” • “What you measure, improves” • “You get more of what you focus on” • So what you should you measure and focus on …? 69
  63. 63. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Results KPIs for Marketing and BD Key Performance Indicator 1 No. of New Clients Acquired 2 Annual Fee Value of New Clients Acquired 3 No. of Existing Clients Up-Sold to Additional Value-Added Services 4 Increase in Annual Fee Value of Existing Clients Up-Sold to Additional Services 5 Clientshare™ - Average Number of Services Provided Per Client Per Year 6 Increase in Average Annual Client Fee 70
  64. 64. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Results KPIs for Marketing and BD Key Performance Indicator 7 No. of New Referral Partners Acquired 8 No. of New Subscribers added to Marketing Database 9 No. of Articles and Interviews in Local Media 10 No. of Clients Attended Seminars and Webinars 11 No. of Client Referrals 71
  65. 65. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Activity KPIs for Marketing and BD Key Performance Indicator 1 Meet individually with Top 6 Referral Partners each quarter 2 12 client email newsletters produced per year 3 2 printed and mailed client newsletters per year 4 4 client seminars per year 5 4 client webinars per year 6 4 media releases per year 72
  66. 66. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Activity KPIs for Marketing and BD Key Performance Indicator 7 24 new blog website articles per year 8 2 in-house rainmaking skills workshops per year for existing team members 9 2 Client Advisory Boards (client feedback and market research) per year 10 4 “How’s it going? How can we serve you better?” client visits each month 11 Monitor and respond to Post-Job Client Feedback Survey responses 73
  67. 67. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | How do you monitor these KPIs? • In a spreadsheet • Put it in your firm’s knowledgebase (centrally stored) • Control editing rights • Marketing Coordinator keeps data up-to-date • Sources of data • Practice Management system • Opportunity Pipeline • Email Marketing System • Event booking system/records 74
  68. 68. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | The Plug 75
  69. 69. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Your Marketing Machine Tuesday 14 Sep Announcement Webinar Marketing Masterclass for Accountants 3-day workshop, Sunshine Coast QLD Sat 13 Nov - Mon 15 November 2010 Crank it up! Marketing Masterclass 76
  70. 70. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Your Marketing Machine • 3-day intensive, hands-on workshop • Day 1: Strategy • Day 2: Communication • Day 3: Change • Very interactive and hands-on Crank it up! • Special pricing for booking in Sept Marketing Masterclass • Special bonuses for booking in Sept 77
  71. 71. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Your Marketing Machine • Structured for CPE/CPD hours • Certificates of Completion provided • Designed for Equity Partners and Marketing Team • ‘365x3 Money Back Guarantee’ • 3 times ROI on ticket price Crank it up! • Guarantee open for full 365 days Marketing Masterclass 78
  72. 72. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Questions? 79
  73. 73. Your Marketing Machine 80
  74. 74. Introduction | Your Packaging | Your Pipeline | Your Oil | Your Control Panel | The Plug | Questions | Next Webinar - 12pm Tuesday Sep 14 - Marketing Masterclass Announcement Complete Evaluation Form grow@practiceparadox.com.au www.practiceparadox.com.au 81

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