1.
www.salesforaccountants.com by insight
Insight
Intelligence
How to win high quality
customers using offline
marketing…

2.
Insight Intelligence
Who are Insight and what do we do?
•Nearly 30 years of working with accountants of all sizes, helping
them to grow
•Over 3000 delegates to live events this year
•Over 10,000 reports downloaded
•Over 25,000 subscriber to bulletins pm
•Over 300 consultative 1:1’s with partners of firms this year

3.
Insight Intelligence
These are unprecedented
times….
The backdrop for todays webinar :
1. Tremendous economic turmoil, instability
and fear
2. Your client base is probably at its highest
threat from competitors ever
3. Rapid changes in technology
4. Considerable increase in accountancy
firms appetite to grow
Insight Intelligence

4.
Insight Intelligence
…Don’t traverse
them alone…
Insight Intelligence

5.
Insight Intelligence
#1 Have a plan!
Now more than ever it is important to have
a plan, a strategy that you work towards
and review on a regular basis.
“If you always do, what you’ve
always done, you wont get what
you’ve always had – it will be less.....”
Insight Intelligence

6.
Insight Intelligence
Your plan must incorporate -Test
Measure Adapt & improve
 Don’t just ‘grow’! Too many firms say ‘we want to
grow’ but have no real plan, no Key Performance
Indicators (KPI) to measure against, no targets &
no thought through implementation strategy.
 Your plan should incorporate multiple routes to
market
 It must have clear targets with Key Performance
Indicators
(a free 1 page plan is available in your webinar resource pack)

7.
Insight Intelligence
#2 Clients first….
•In todays climate ring fencing your customer base is top priority
•Traditionally firms can be careless with customers assuming they
will last 7 years or more. These days are changing, and fast.
•A key part of this process is referral generation
•Developing your referral strategy and building it into your plan
with KPIs of referrals per partner is key
•LinkedIn is an important tool in this strategy

8.
Insight Intelligence
#3 Identify the right type of
prospects en-mass
• Spend time profiling the ideal type of new customer
• Run a search to find the number of prospects in your
geographic area that fit your profile
• Profile again then purchase the data
• Import into a CRM System
(a free prospect search is included in your resource pack)
Insight Intelligence

9.
Insight Intelligence
What mass is appropriate?
• Without the right mass, all subsequent sales and
marketing will be ineffective.
• You can expect to get a response rate from direct
mail of 0.1% to 0.5%
• 1000+ is appropriate for most firms, which will enable
you to gain clients now but also ensure you have
enough to market to.
• Knowing your ‘total’ number available will help you
plan your strategy for yr 2+
Insight Intelligence

10.
Insight Intelligence
#4 Get the CRM right
• Automate your sales and marketing – do more in less time
• Track your past sales
• Accurately predict future business
• Email and direct mail functionality
• Log all conversation history
• Shared resource and intelligence
• Increase the value of your firm
Insight Intelligence

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Insight Intelligence
#5 Add your known contacts
• A hidden goldmine is often known contacts to
individual partners
• Piles of old business cards and outlook contacts
• LinkedIn or social platforms and who you are
connected to online
• All newsletter sign ups, enquiries, meetings, and
even your affiliates banks etc
Insight Intelligence

12.
Insight Intelligence
#6 Automated - 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
Insight Intelligence

13.
Insight Intelligence
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 lengths to defend and protect it – even when there’s a
FPOOP 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!
Insight Intelligence

14.
Insight Intelligence
#7 – Put on events
Events are a great platform to educate and
present to current and potential customers
Some firms have ‘dipped a toe’ in the past
and not since
Use your new list and CRM to promote them
Insight Intelligence

15.
Insight Intelligence
Type of events
• Live events on a specific topic that will be
attractive to your ideal client (not necessarily
accounts related)
• Regular networking events – breakfast meetings
etc.
• Webinars just like this one
• Social fun activities – go karting, London boat
show, golf days, wine tasting etc
Insight Intelligence

16.
Insight Intelligence
#8 – Take the online conversation offline
•Almost all accountants are selling a professional, well trusted service
– not a ‘widget’.
•This requires conversation, letters, meetings, intermediaries.
•Speed of response always increases response
• within 1 hour will double the success rate
•Asking good questions, establishing credibility, nurturing relationships
Insight Intelligence

17.
Insight Intelligence
#9 Relational telemarketing
• Bringing it all together
• Still the most proven route to qualified new client opportunities.
• Expert, skilled, and established staff.
• Follow up and make good your investment into online, email, direct mail,
workshops and seminars, social networking and your own personal contacts.
• Multiple contact, raising awareness, keeping promises, building relationships.
• Meet prospects at the right time, when they’re ready.
• Play to strengths
• Consistency
Insight Intelligence

18.
Insight Intelligence
#10 – Don’t fear multiple messages
•Manchester university established the rule of 7
•Build a different future for your firm by establishing consistent
sales activity
•Get relationships right while you sell, they’ll be far stronger as
clients.
•Don’t give up. Play to strengths, use your team.
•Be on the radar for when they’re ready.
•Handpick those who are right, just now

19.
Insight Intelligence
Bringing together successful ingredients
•Relational telemarketing – the human conversation
•‘sales led’ direct mail
•Email marketing – powerful analytics, a platform to test
•Social media – integrating online, help turn ‘cold’ leads into referrals
•Seminars/workshops
•Tangible sales pipeline
•Remember your clients!
•Does your website help or hinder?
Insight Intelligence

20.
Insight Intelligence
A free resource pack for everyone
There is a limit to what can be covered by webinar; that’s why
we offer the following.
1. Beware of Telemarketing - your free 28 page report that
outlines what to avoid and how to get telemarketing working
for your firm. Plus pre-structured offline plans that work.
2. One page plan for a marketing strategy
3. Free prospect search
4. Free 1:1 together by phone - expert, independent advice
from the comfort of your office and without obligation
3. Invitation to join us for a full day live
4. Free evening with our senior team over champagne and
Canapés