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Business Development Academy for CPAs

Join Art Kuesel in a workshop focusing on client development and creating action plans for the next 30 days. Learn from a seasoned expert in public accounting.

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Business Development Academy for CPAs

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  1. Business Development Academy for CPAs Workshop #1 September 22, 2016 Presented by Art Kuesel

  2. Today’s Workshop • Introductions and Objectives • What to Expect • Building your Individual Marketing Plan • Today’s Topic: Client Development • Building our Action Plan for the Next 30 Days 4

  3. Today’s Workshop • Introductions and Objectives • What to Expect • Building your Individual Marketing Plan • Today’s Topic: Client Development • Building our Action Plan for the Next 30 Days 3

  4. Art Kuesel, President • EXPERIENCE • Sales Executive • 3 years inside $60M CPA firm • 5 years inside $25M CPA firm • 6 years at PDI/Koltin Consulting • 3years at Kuesel Consulting • EXPERTISE • Leadership and Sales Coaching • Sales/Marketing Training • EXPERTISE (Cont.) • Keynotes, Presentations, Workshops on Growth • Growth Plan Development/Implementation • Managing Partner Coaching • Sales & Marketing Recruiting • STREET CRED • Top 100 Most Influential Person in Public Accounting • In-house and external experience • Clients include scores of T250 Firms including a third of the T100 • Frequent writer and blogger for Accounting Today • Accomplished speaker and presenter on growth trends

  5. Getting to Know Each Other

  6. Name Role Firm Why you are here in the BD Academy What’s a Trusted Advisor?

  7. What to Expect

  8. Your Experience in the BD Academy • A well-rounded curriculum and interactive learning experience • Six Face to Face Meetings • Sep, Oct, Nov, Dec, Jan, & May • One Webinar (March) • Opportunities to practice and execute • Individual Marketing Plan • We’ll start this today • A safe and supportive environment in which to learn • Accountability for effort 9

  9. Results you can Expect from the BD Academy • The development of positive habits in BD • Integration of BD into what you do on a daily/weekly/monthly basis • Achievement of BD Goals • Effort (hours/activities) • New clients • Cross-selling • A trickle-down effect within your firm 10

  10. Building your Individual BD Plan

  11. What’s in a Great Personal BD Plan?

  12. What’s in a Great Personal BD Plan? • Q1: Client Development • Build more relationships within each client (breadth) • Build stronger relationships within each client (depth) • Make valuable introductions • Seek referrals for new clients • Cross-sell services when appropriate • Leverage social media

  13. What’s in a Great Personal BD Plan? • Q2: Referral Source Development • Nurture existing referral sources • Identify potential new referral sources • Focus on breadth of type of referral source • Focus on an adequate quantity • Be deliberate about your touch program! • Leverage social media

  14. What’s in a Great Personal BD Plan? • Q3: Personal Brand Building • Consider a variety of specialties and niches • Talk to your mentor about your intentions • Identify clients in your firm you can be assigned to within your area • Identify top associations and organizations within these specialties and niches • Thought Leadership • Leverage social media

  15. What’s in a Great Personal BD Plan? • Q4: Prospect Development • Identify your target market • Create a short list of ideal prospects • Seek out warm entry points for these prospects • Get greater exposure to the sales process (practice) • Leverage social media

  16. Suggested Time/Activities by Level • Staff and Seniors and/or 0-4 years of experience • 50 Hours/Year • 1 Cross-Sell and 1 New Client/Year • Common Types of Activities • Reestablishing college connections • LinkedIN • Client lunches/thrillers • Future referral lunches

  17. Suggested Time/Activities by Level • Supervisors and/or 5-6 years of experience • 100-150 Hours/Year • 4 Cross-Sell and $25K/year • Common Types of Activities • LinkedIN • Client lunches/thrillers • Referral lunches • Networking/Personal Brand Development

  18. Suggested Time/Activities by Level • Managers and/or 7-14 years of experience • 200-250 Hours/Year • $50-100K/Year • Common Types of Activities • Client development and cross-selling • Referral development • Networking/Personal Brand Development • Sales Calls/Proposals

  19. Suggested Time/Activities by Level • Senior Managers/Directors/Principals/Partners and/or 15+ years of experience • 400 Hours/Year • $50-150K/Year • Common Types of Activities • Client development and cross-selling • Referral development • Networking/Personal Brand Development • Sales Calls/Proposals

  20. Goals will Keep you on Track • # of Client Development Activities • # of New Clients • $ of Cross-selling • $ of New Clients • # of Articles/Thought Leadership • # of Referral Source Meetings • # of Associations/Trade Groups • # Prospect Touches • # of Sales Calls

  21. Table Discussion: Being Successful at BD • What’s most important in me being more successful in personal BD?

  22. What Do Our Top Clients REALLY Want from Us?

  23. What do our clients WANT from us?

  24. Translated: They Want us to be a Trusted Advisor

  25. A Trusted Advisor Is… • “First” person who is asked for help • “Respected” for knowledge/opinion • “Reliable” • “Responsive” • “Likable” • “Great” communicator • Meets and exceeds expectations • Saves client before they need it • Numerous positive experiences • Keeps confidences • Proactive with things that can help

  26. How can we go from “accountant” to trusted advisor?

  27. How can we go from “accountant” to trusted advisor? • More Thrillers • Greater Depth • Greater Breadth

  28. Top Client Thrillers

  29. My CPA is AMAZING!

  30. Top Ways to Thrill your Clients • Taking client to lunch, coffee, drink, etc. • Seize opportunities that arise from client life situation (marriage, anniversary, birthday, birth of child) • Do things that add value to the relationship • Meet on nights, early am, weekends, whatever is necessary to accommodate their schedule

  31. Top Ways to Thrill your Clients • Remind them about due dates • Be proactive with ideas that can help save the client money, create greater efficiency, reduce risk, reduce liability, etc. and quantify the value of those ideas • Know what is important to them professionally (know their strategic objectives, plans, goals, etc.)

  32. Top Ways to Thrill your Clients • Know what is important to them personally! (hobbies, interests, family, etc.) • Know and have relationships with their circle of influence (banker/financer, attorney, professional advisors) • Be hyper-responsive, acknowledge questions and inquiries quickly • Deliver on-time every time

  33. Top Ways to Thrill your Clients • Send them notes/emails with articles, newsletters, and other items that show that you are invested • ID future problems, help save them from themselves • Take responsibility for what goes wrong

  34. The Number One Way to Thrill a Client? • Under Promise and Over Deliver!

  35. Table Discussion: Thrillers What thrillers have you done for clients that were really well received?

  36. Creating Relationship D-E-P-T-H

  37. Relationship DEPTH: Would you fire your friend? • Q: In general, the stronger the relationships we have with our clients, the (easier/harder) it is to leave us.

  38. It’s much easier to fire your accountant/consultant, than to fire a friend! • Benefits of Client Friendships/Business Friendships: • Fuels more referrals • Drives greater long-term retention • Increases trust • Insulates you against mistakes • Accelerates your trusted advisor status • What else?

  39. What can you do to build friendships with clients? • Identify commonalities -- and talk about them • Get to know what’s important to them personally • Take them to lunch simply to build the relationship and goodwill • Recognize important life events • Get together outside business hours • What else?

  40. Creating Relationship B-R-E-A-D-T-H

  41. One Relationship? Firm A Partner Company Owner

  42. Or Multiple? Firm B Client Owner Owner’s Daughter Operations Leader Office Manager • Partner • Manager • HR Director • ASG Lead

  43. One Relationship… Firm A Partner Company Owner

  44. Multiple Relationships… Firm B Client Owner Owner’s Daughter COO IT Manager • Partner • Manager • HR Consulting • IT Consulting

  45. Do we want more of this? Firm B Client Owner Owner’s Daughter COO IT Manager • Partner • Manager • HR Consulting • IT Consulting

  46. Do you Know The Client Circle of Influence? You Banker Vendor Attorney Client Customer Fin Advisor

  47. Build your Plan Now: Quadrant 1 • It’s time to WARM UP your client relationships…Can you do 1/week? • Thrillers • Depth • Breadth • Who & When? • Come next month prepared to talk about your visits. 50

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