Giving clients what they want
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Ensure clients can't live without you. Or your business.
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Giving clients what they want
- 1. Paul Shrimpling, Remarkable Practice Giving clients what they want… Steps to take to ensure your clients can’t live without you WiFi: QBConnect No password required#QBConnect
- 2. 2 Paul Shrimpling Today’s speaker @shrimpers #QBConnect #clienthabits
- 4. After a major bank introduced a credit card for Millennials that was designed to inspire emotional connection… use among the segment increased by 70% and new account growth rose by 40% – Magids, Zorfas and Leemon Harvard Business Review
- 5. After a major bank introduced a credit card for Millennials that was designed to inspire emotional connection, use among the segment increased by 70% and new account growth rose by 40% – Magids, Zorfas and Leemon Harvard Business Review
- 6. 6 • Clients are more LOYAL… • Clients RECOMMEND more… • Clients BUY more… • Clients PAY more… Hearts and minds…
- 8. 8 £475,000 of additional cross sales in 12 months £373K to £500K fee growth in 2 years £1.5m to £2.1m in 18 months A remarkable difference?
- 11. Time to connect: 1. Share your full name… 2. How you get to work…
- 14. STOP
- 15. We are what we repeatedly do. Excellence then, is not an act, but a habit. – Aristotle
- 16. We are what we repeatedly do. Excellence then, is not an act, but a habit. – Aristotle
- 17. You are what you repeatedly do. Excellence then, is not an act, but a habit. – Aristotle
- 18. 18 Practice You are what you repeatedly do…
- 19. 19 Practice REPEATEDLY… You are what you repeatedly do…
- 22. 22
- 23. 23 2 miles per second? You are what you repeatedly do…
- 24. 24
- 25. 25 2 miles per second? 200 miles per second? You are what you repeatedly do…
- 26. 26 Practice REPEATEDLY… You are what you repeatedly do…
- 30. 30 Practice REPEATEDLY… AT THE EDGE of your skill level You are what you repeatedly do…
- 31. 31
- 32. 32
- 33. 33 Practice REPEATEDLY… AT THE EDGE of your skill level With a COACH You are what you repeatedly do…
- 34. 34
- 35. 35 700 students 8 week study course 350 with – 50 minute brain insight 350 without You are what you repeatedly do…
- 36. 36 Practice REPEATEDLY… AT THE EDGE of your skill level With a COACH You are what you repeatedly do…
- 38. 12
- 39. 12 vs 52
- 42. 42 £475,000 of additional cross sales in 12 months £373K to £500K fee growth in 2 years £1.5m to £2.1m in 18 months A remarkable difference?
- 43. 34 days…
- 46. 46 • Least stressful? • Most productive? • Healthiest? • Coolest? Why? • Fastest? • Easiest? • Predictable? • Cheapest? Same most days?
- 49. Connect again (repeat): 1. Share your full name… 2. How you get to work… 3. Where were you when you first looked at your phone this morning…
- 50. 50 Who uses technology during meal times?
- 51. 51 Who uses technology during meal times? Silent Generation (65+) Generation Z (15-20) Millennials (21-34) Generation X (35-49) Baby Boomers (50-64) 38% 40% 45% 52% 42%
- 53. 53 FE Payoff…
- 54. 54 F E Payoff…
- 55. Fully emotionally connected customers are 52% more valuable, on average, of use – Magids, Zorfas and Leemon Harvard Business Review
- 56. Fully emotionally connected customers are 52% more valuable, on average, than those who are just highly satisfied. – Magids, Zorfas and Leemon Harvard Business Review
- 57. 57
- 58. 58
- 63. What triggers do you use to prompt client action?
- 64. 64 Results Actions & Accountability Decisions Recommendations Information Data Get more connected…
- 66. 66 Results Actions & Accountability Decisions Recommendations Information Data Get more connected… FD FC BK
- 76. 76 £475,000 of additional cross sales in 12 months £373K to £500K fee growth in 2 years £1.5m to £2.1m in 18 months Remarkable results…
- 77. 77 Practice REPEATEDLY… AT THE EDGE of your skill level With a COACH You are what you repeatedly do…
- 78. 78 1. The number of client meetings every week The most predictive KPIs for an accountant?
- 79. 79 2. The number of mentor hours every week The most predictive KPIs for an accountant?
- 80. 12 vs 52
- 83. Emotional connection pays off…
- 84. 84 Paul Shrimpling Today’s speaker @shrimpers #QBConnect #clienthabits
- 85. Access the presentation materials via: The QuickBooks Connect 2017 Conference App or Slideshare at: http://www.slideshare.com/tag/QBCUK17
Notas del editor
- More than a decade running an upholstery company - £1m - My accountant did not win my heart or mind – not once did I recommend him – I saw him too infrequently to be habitualised or to care enough When accountants do win the hearts and minds of clients they stay loyal, buy more, recommend more and don’t mind paying more.
- Value – client gets more than they paid for – payoff is greater than your fee Once a year? Twice? 4 times? Monthly? More? Habits determine loyalty
- If these KPIs go south, go down then you should be very…
- Continue to do what you’ve always done… get less. Be afraid very afraid!!!
- Intention vs attention
- Might change depending on the weather!!!
- You must work out what to stop doing – free up space to do something better, more valuable, more important, more worthwhile…
- We are what we
- We are what we
- We are what we
- Change your attitude and behaviours towards repetition, failure and guidance.
- Who’s really good at the yo yo? How did you get that good? How do you become an expert yo yo player? What’s stopping you?
- How do you become an expert cello player? YO YO MA
- Change your attitude and behaviours towards repetition, failure and guidance.
- It’s scifi action – groundhog day meets alien invasion He passes out at his army desk job to wake up in a high action combat role but is killed instantly He wakes up again in his high action combat role but is killed not quite so instantly It repeats. He gets better and better. Of course, he saves the world.
- It’s scifi action – groundhog day meets alien invasion He passes out at his army desk job to wake up in a high action combat role but is killed instantly He wakes up again in his high action combat role but is killed not quite so instantly It repeats. He gets better and better. Of course, he saves the world.
- A months practice in 6 minutes…
- Change your attitude and behaviours towards repetition, failure and guidance.
- Change your attitude and behaviours towards repetition, failure and guidance.
- 2 miles a second vs 200 miles a second Muscle memory? No myelin.
- Lead generation… lead conversion… operations… cash collection… …goals, actions and reporting monthly?
- 1 – 2 – 4 – 12 – 52 Until and unless you become a weekly obsessed accounting firm you’re going to be slow, ponderous and eventually irrelevant as your competition accelerate past you and your firm.
- Weekly action. Weekly habits. Weekly results. 52 vs 12 opportunities.
- Weekly action. Weekly habits. Weekly results. 52 vs 12 opportunities.
- Ran my own manufacturing business Have consulted with accountancy firms for 15yrs There’s 3 KPIs that influence growth profits and capital value more than any others
- 1.1m firm and the sole practitioner has planned to work in the firm for… Another sole practitioner has a 6 week holiday planned this summer with no phone or PC CAP and PIPE!!!
- When someone tells you their name repeat it back to them. Use it soon after. Finish your conversation with their name. Repeat it to yourself as you walk away. Add it to your CRM app on your phone. Connect with them on linkedin. Repeat. Repeat. Repeat. When it snows 3 wheels are a problem!!! You might change transport method with a weather change…
- Ask audience… If you always do what you’ve always done… Automatic. Auto pilot. Habitual. No thinking required. Doing is easier than thinking
- Reasons why – emotional and functional. Ultimately it becomes habit and it feels both emotionally and functionally difficult to change. I just don’t want to!!! MOTIVATION & ABILITY
- How does it feel to lose or be without your smartphone? How do you get business owners to feel this way about you and your firm? Or at least more like this!!!
- From https://priceonomics.com/which-generation-is-most-distracted-by-their/
- From https://priceonomics.com/which-generation-is-most-distracted-by-their/
- What would it take for clients to love you more than they love their iphone? Where was your new friend when they first looked at their phone this morning? The hardest sales pitch on the planet – persuading accountants to get emotional!!!
- Group exercise to decide on top 1-4 emotions business owners connect with…
- Group exercise to decide on top 1-4 emotions business owners connect with…
- what do you want to be brilliant at?
- 1.Triggers start as external then go internal FOMO – emotional – facebook FOMO 2.Action – doing easier than thinking – amazon orange click to order 3.Reward – varies (gets past broca) – games/box set TV 4.Investment – builds personal attachment emotional attachment – value increases – IKEA/itunes/spotify/pinterest
- The science of client habits unpacked, unpicked and made clear for you and your firm
- Where do you start? TRIGGERS – EXTERNAL TRIGGERS
- TRIGGERS are different at each level of connection Connect at a stronger emotional and functional level Means you… deliver greater value
- TRIGGERS are different at each level of connection Connect at a stronger emotional and functional level Means you… deliver greater value
- Connect at a deeper emotional and functional level Means you… deliver greater value
- Connect at a deeper emotional and functional level Means you… deliver greater value
- Connect at a deeper emotional and functional level Means you… deliver greater value
- Connect at a deeper emotional and functional level Means you… deliver greater value
- Connect at a deeper emotional and functional level Means you… deliver greater value
- Connect at a deeper emotional and functional level Means you… deliver greater value
- Connect at a deeper emotional and functional level Means you… deliver greater value
- Connect at a deeper emotional and functional level Means you… deliver greater value
- Jenny in County Down – Connor in London – Joe in Surrey - Laurie in the Midlands – Simon in East Anglia – Wayne in Essex
- Change your attitude and behaviours towards repetition, failure and guidance.
- Firm in feb taking it easy after january so not so many client meetings (no deadlines to hit).
- And if you wanted a 2nd one it’s the quality of client meetings – NPS 1-10
- Until and unless you become a weekly obsessed accounting firm you’re going to be slow, ponderous and eventually irrelevant as your competition accelerate past you and your firm.
- How do you become an expert yo yo player? What’s stopping you?
- Value – client gets more than they paid for – payoff is greater than your fee Once a year? Twice? 4 times? Monthly? More? Habits determine loyalty
- Groups of 5 or 6 – choose the most important 4
- More than a decade running an upholstery company - £1m - My accountant did not win my heart or mind – not once did I recommend him – I saw him too infrequently to be habitualised or to care enough When accountants do win the hearts and minds of clients they stay loyal, buy more, recommend more and don’t mind paying more.
- Groups 5-6