Accountants direct mail, databases & offline marketing that works - sales for accountants, by insight marketing
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Many Accountants struggle to make their marketing work. Ingredients such as Direct Mail, Telemarketing, and other offline channels have caused frustration for many partners. While others have reaped terrific rewards from their investments. This short, free webinar from Insight Marketing will help firms to ensure that their investment of time and money into their practice growth has the best chance of success.
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Accountants direct mail, databases & offline marketing that works - sales for accountants, by insight marketing
- 1. Take the gamble and stress out of your Practice Growth... Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 2. Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 3. Direct Mail, Databases and Offline Marketing – That Works! Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 4. Offline Marketing – for Proven Results Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 5. Insight Intelligence - offline • Relational Telemarketing – one of our most in demand services • 10+ years ago it was great – amazed business owners! • 6 years ago, could get 2 or 3 quality appts per day • 4 years ago 1 appt per day was about right • Now, if you get 1 quality appointment every 1.5-2 days you are doing well Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 6. Insight Intelligence - offline • Help if you want it, PAYG each month • Not a sales pitch, not pretty theory • Ideas and tools you can use to do this yourself • Free 1:1 offer to discuss your goals Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 7. Part 1- where do you start? Get the foundations right, or everything else will fail. Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 8. Part 1- Database • Defined list of potential customers, held electronically, that you own and have access to. • That you can market to in a variety of ways • That is made up of all the necessary contact information you need to reach those decision makers • That is of the profile of prospects you need to build your business upon, in your chosen geography. • This part is all about your DATA, you must have a good database. • Disjointed and frustrating? Not a panacea but the right prospect database will SIGNIFICANTLY ease your efforts, give you control and opportunity. Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 9. What is your business growth built on? • If you know the parable, then where would you choose to build your house? Rock or sand? Get the foundations wrong, the story tells itself.... • Who has a prospect database? How many records? Right profile for you? What CRM is it on? • Becomes the core to all your offline marketing and integrating with your online with your website as the hub Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 10. Database is first base! • The ‘1000 record mind block’ – Why 1000 records? – How long will it last? – If you only have 20 records, you won’t have sufficient market to go into.... • The rock we stand on as marketers • Many business struggle to see its value and importance, especially early on • Why you must have a profiled database of prospects Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 11. Database is first base! • Your future sales pipeline, tangible £value • Named decision maker • Single site/head office • Industry sectors • # employees and £turnover • Email address where available • Telephone cleansed within 90 days Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 12. Data – get it right or get it wrong! • Please get it right • 10% improvement or weakened performance in just 10 areas could make a 100% accumulative difference to your overall results! • What is the cost of poor data: – 2000 records – 10% are wrong focus – That's 200 people, called just twice would be 400 calls – That's 4 days work at £495 per day that's nearly £2k of money wasted – If you’ve written to them as just once at £1.50ea is another £300 wasted. – Imagine that £2500 saved by getting foundations right, reinvested into relational telemarketing that's 4 days work, that could be a new client! Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 13. Example database summary from a real campaign ID Status Total 5 34 4 214 3 1 2 5 1 1695 0 1125 TC 814 HTC 957 Bad data 144 Duplicate 17 Blank field 781 Competitor 2 Export 8 Do not call 12 Totals 5809 Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 14. Part 2 – Your Strategy, the 3 C’s! • More Consistent • More Creative • More Collaborative Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 15. Offline Marketing for Proven Results • Data • Relational Telemarketing • Direct Mail • Email marketing (sales) • Making the most of appointments Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 16. Direct mail • We have sent over 200,000 direct mail pieces out in the last 12 months alone • Direct mail is highly effective • Easily measured, tracked & improved • Hassle free, especially if outsourced • Use your new data and CRM to automate regular Direct Mail with ease Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 17. Direct Mail When was the last time your accountants added something positive to your business? Dear [name] 4:1 As human beings, we are averse to change. We love the status quo and will go to great FPOOP lengths to defend and protect it – even when there’s a solid argument to show that change would provide a better solution. 0.1% Take your accountants, for example. You’ve been with them for years. They turn up once a year, shuffle your invoices and petty cash vouchers, make a few squiggles with a green pen (It has to be green, because it was red last year!) and eventually, they send you a report saying last year’s accounts are OK. Usually, it’s accompanied by a bill that bears little relationship to the amount of work you think they’ve done. But think about changing? Nah! Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 18. Additional Revenue Streams Customer Calling 'Holy Grail' Bespoke Differentiating Website Relational Telemarketing Targetted Managed LinkedIn Low Volume High Quality PPC Sales Led Direct Mail & E-Mail Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 19. Relational Telemarketing Over 500 1:1’s in the last 12 months alone Telemarketing can cause dread One common theme why it often results in disappointment – commission Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 20. Relational Telemarketing • Makes the ‘whole’ more effective • Gives you hand picked, nurtured appointments • Give you robust predictable business growth • If outsourced can be hassle free • Increases the value of the business Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 21. Relational Telemarketing • Any questions on the concept and worth of relational telemarketing as described? • You are your customers most trusted advisors for the service or product they buy from you • You are that because you get relationship right • It is vital to get relationship right from the very beginning, starting with your sales and marketing Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 22. DIY or Outsource? 80 candidates for 1 job, 1 out of 3 last Actual time spent on this is.....ABC Its the hardest job of them all – so much rejection yet so much sensitivity and skill needed Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 23. DIY or Outsource • Sales people are competitive team members • Get a team not an individual, • Be prepared for management & training time • 120 calls per day, every day - consistently • Test Measure Adapt Improve! Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 24. Consistency, Creativity, Collaboration – the Insight Intelligence turnkey solution • Quality data, at least 1000 records • Weekly relational telemarketing • Bi monthly sales letters • Alternate bi monthly sales emails • 3 reports for inbound marketing – LinkedIn example • Quarterly partner reviews • Seminars • Webinars • Client calling twice a year – surveys, upsells and retention • LinkedIn to leverage relationships – quarterly reviews • Audio • Video • Integrated website and PPC • TMAI for new ideas Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
- 25. What next? 0800 8030826 Free Clinic from the comfort of your own desk - practical advice and options you can choose to help you grow as you want to. A voucher for £100 as a gift to support your practice growth Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Editor's Notes
- Direct Mail, Databases and Offline Marketing – That Works!Insight running nearly 30 yearsBeen with business just about 12 yearsConsult with and support national and international firms, small and family businesses, networks and associations
- If you don’t have a goal, a strategy for your business and the right financial direction – you will end up with something pretty which will flounder...
- Monitor over 10,000 calls per month100’s of qualified appointments per annumWhat that means:Over 1,200,000 phones calls to UK business decision makers1,000’s of qualified appointments£millions of new income generated for businesses large and smallReal experience of what works, directly from our own experience and from the hundreds of businesses that contact us each year.
- What we/you used to do is no longer enough on its own – letters, networking, telemarketing, referrals etcSignificant split in the roomThe 3 C’s = More Creative, more Consistent and more CollaborativeKey components to make this work, just as the most successful businesses are
- How many people in the room are using tmk, how many is it not working for........?Whether you love it or hate it, what can’t be disputed is that for almost all businesses – the human conversation is essential still in order to win new sales and generate appointments – and that in his example the maths have changed a lot over the last 10 years....What is also important to note is t hat while the volume of results have decreased, the ROI businesses owners are enjoying, hasn’t. In some cases for our clients, it has actually increased!
- Why wrong foundations will undermine all your other hard work, good work, time and money investedThe simple but almost always overlooked elements that will help you get it rightThe “1000 record mind block’
- BCMS quote on selling a company with a future here x4 normal value etc....Sell the future not just the present and the past.....!
- It is one the most powerful and personalised contacts you can have with your prospects. It raises market awareness, can build goodwill, and of course generate a response. Done well, it will improve your firms reputation while producing an ROINot going to pitch to you, know this is an area of pain for many firms, we’ve got some great pre-written sales letters to business owners. If you’d like to get a bundle of these, just email me and we can get something in place for you, no problems.
- Make it value drivenFPOOPWe have arguable the foremost copywriting team for accountants in the UKPut examples of letters on screenRepsonse rates and so why do it
- Over 500 1:1’s in the last 6 months aloneTelemarketing causes DREAD!One common theme why it often results in disappointment – commissionWhat is the incentive, the focus?No sales pipeline, you don’t own data, not integrated When you get the focus right, build relationships now and impress prospects at this early stage, then imagine the good they’ll foresee when they’re actually paying you!
- Makes the ‘whole’ more effectiveGives you hand picked, nurtured appointments3-4 calls per DM to gain an appointmentWhen the time is right; 30 calls/contact over 4 years+Medium and long term sales pipelineGreat questions, unscripted, relationship basedIndentified prospects for webinars, seminars and networking meets/breakfast clubs etcTarget key individuals and leverage shared contactsGive you robust business growth medium to long term
- 80 candidates for 1 job, 1 out of 3 lastActual time spent on this is.....ABCIts the hardest job of them all – so much rejection yet so much sensitivity and skill needed (man in Marriott Hotel)
- Sales people are ‘pack animals’ – loan coal syndromeGet a team not an individual, be prepared for management time, and the ebb and flow120 calls per day, every day - consistentlyTest Measure Adapt Improve!