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

Introducing ...

The Clientshare™ Academy -
Marketing Training &
Implementation Course
Michael ‘MC’ Carter - Director of Practice Paradox

Introduction | The Beneﬁts | The Program | The Tools | The Pricing | The Offer | Questions

What we’ll cover today
• What is The Clientshare™ Academy?
• What will the course help you achieve?
• Who is designed for? Who is not designed for?
• The delivery format and timing
• What you and your team will you learn
• What your ﬁrm will implement
• Course costs - Tuition fees and other costs
• Foundation Member Pricing and Bonuses
• How to apply for membership

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

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

Email autoresponder series Blogs

‘Conveyor belt’ system
Latest technologies Twitter

Imagine
LinkedIn Email marketing systems

Wufoo

Jing

Communicating effectively
Engagement marketing
PollDaddy
Formspring YouTube

Selling is easy
Clients arrive, ready to buy

Imagine
‘Value conversations’
Clients taking action

Clear framework

Numbers game
Psychology
Learn how to play
Sales process design

Imagine
Practical ‘hard systems’

‘Soft skills’
KPI Control Panel Opportunity pipeline management

High Clientshare™ Firm
Greater revenues

Imagine
Better ﬁrm
Changing clients’ lives

Better life
Higher quality client relationships
Making a difference


What is The Clientshare™ Academy?

• Structured training course and
implementation program
• Marketing and selling focus
• Strategy, skills and systems
• Build a Marketing Machine™
• Create a High Clientshare™ Firm
• Grow your ﬁrm’s revenue


What’s unique about this program

• Other advisers to the profession are generalists
• Marketing and selling only one topic they address
• Therefore only given ‘inch deep’ treatment
• We specialise in marketing and selling processes
• We give it ‘mile deep’ treatment
• We specialise in this for accounting ﬁrms
• We are incredibly strong on technology side too
• Ideal combination of strategy, skills and technology


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


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!


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


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



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



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


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


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


20 Page Course Outline
Available After Webinar


Month 1 - Your Radar
• The ‘High Clientshare™ Accounting Firm’ - What
is it, what are the benefits
• The Clientshare Matrix: Calculating your firm’s
current Clientshare
• Your Clientshare growth potential: Estimating the
gap between your firm’s current and potential
Clientshare
• Your firm’s current average annual fee per client
• Your firm’s potential average annual fee per client


• 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)


• 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


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


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)


• 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


• 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


Bottom line
• Subscriber database begins to grow rapidly
• More effective initial focus for marketing process
Tools implemented

or your pre-existing email marketing system


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


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


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’


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


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


• 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


Bottom line
• Your ﬁrm will be publishing top quality engaging
content through multiple channels, attracting
subscribers, new clients and referral partners
Tools implemented


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


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


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


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


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


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


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

3-Day Workshops
• ... Novotel Twin
Waters Resort
Sunshine Coast QLD


Month 6 - Your Filter
• The folly of the typical 1-step sales process
• The importance of clear structure in a sales
process - why it benefits the firm and clients
• How to design a 3-step sales process to maximise
your conversion rate of proposals to more
extensive ‘High Clientshare™’ engagements
• Why the first conversation with a prospective
client is absolutely crucial to the future of the
relationship


• 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


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


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


• 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


• 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



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


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


• 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



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


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


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


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


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


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


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


Strategies + Technology + Skills = Results

This is what The Clientshare™ Academy delivers


Amazingly extensive knowledge
about technology, explained simply
“Practice Paradox have amazingly extensive knowledge
about the latest technology available for accounting ﬁrms
and their SME clients, in their marketing and innovation,
but they always explain it in simple, practical
terms, with videos they create to explain everything step
by step.They provide tailored very cost effective solutions
that couldn't be made any easier to implement.”
Chris Newman
Principal
Newmans Accountants
Petrie Terrace, Brisbane, Australia


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

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


Bonuses for first 20 Foundation Members Only $ incl. GST
Detailed critique of your firm’s website - narrated video (screencast) $495
Critique of a first draft of your firm’s newsletter - narrated screencast $495
Critique of a second draft of your newsletter - narrated screencast $495
Set up your eNewsletter template in MailChimp.com $275
Set up your firm’s post-job online Client Feedback Survey $275
Generic PowerPoint Template for client education seminars $99
Generic Engagement Letter Template $297
Generic Proposal Letter Template $297
$1,000 credit towards WordPress blog website set up $1,000
$3,728

Bonuses for ﬁrst 20 Foundation Members Only $ incl. GST
2 Additional Tickets to Nov 2010 3-Day Workshop ($2,970 x 2 tickets) $5,940
2 “What Went Wrong?” Missed Opportunity Post-Mortem Calls (2 x 30 mins) $495
Twitter Page Branding - Branded Background Image for Your Firm’s Twitter Page $198
5 Additional Licenses for User Forum & Member Only Areas $2,475
Elements of Inﬂuence PowerPack - DVD and Workbook Training Module $1,980
SUB-TOTAL THIS PAGE $11,088
SUB-TOTAL PREVIOUS PAGE $3,728
TOTAL BONUSES FOR 1st 20 FOUNDATION MEMBERS ONLY $14,816


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
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


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


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


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



Your 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?


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

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