1/19/2017

Bringing Innovation to  Prospect + Client Experiences Winning is Everything Conference | Las Vegas | January 19, 2017

D. Scott Moore

Charles G. Ludmer

Executive Vice President [email protected]

Principal, Chief Marketing and Practice Development Officer [email protected]

Factors Driving the Need for Innovation

Eggshell  economy

Increasing  competition

Technology  downside

Value  demanded

Source: JCCS Strategy & Brand Standards

The Reality Behind Growth Goals Firm Revenue (000s) Net Growth Goal

$ 50,000  8%

Firm Share

55%

Assurance $   27,500 

20%

Tax $   10,000 

25%

Advisory $   12,500 

Totals $   50,000 

Recurring Non‐Recurring Client Losses

80% 16% 4%

$   22,000  $     4,400  $     1,100 

80% 16% 4%

$     8,000  $     1,600  $         400 

40% 56% 4%

$     5,000  $     7,000  $         500 

$   35,000  $   13,000  $     2,000 

Regenerate New Growth

$     5,500  $     2,200 

$     2,000  $         800 

$     7,500  $     1,000 

$   15,000  $     4,000 

Adjusted Growth Goals

$     7,700  28%

$     2,800  28%

$     8,500  68%

$   19,000  38%

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2016 Customer Service Hall of Fame

Align Brand & Marketing with Sales Process Firm‐Wide Vision & Growth Plan

Niche 1 Tax | Audit | Advisory

Niche 2

Niche 3

Niche 4

Tax | Audit | Advisory

Tax | Audit | Advisory

Tax | Audit | Advisory

GROWTH TEAMS

Hybrid teams integrating industries and service lines

BD PROCESS / GROWTH METHODOLOGY

Applies to clients and prospects (new and existing relationships)

Target Clients Identify Needs Develop Solutions

Skill Development

Brand Positioning Research & Targeting Content & Messaging Collaboration Tools Proposal Process

Marketing Integration

• • • • •

• • • • •

Training Programs Growth Teams Pursuit Approach Best Practice Sharing Coaching & Mentoring

Resolve Terms

Win

Loss

Assess / Learn / Adjust / Reward

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Client Touchpoints What touchpoints do we have  with clients throughout the course  of our relationships that culminate  to define their experiences and  overall perceptions of the firm?

Client  Planning Knowledge  Sharing

Day‐to‐Day  Business  Interactions

The Client  Experience

Issue  Resolution

Social  Interactions Proposals &  Billing

Work  Delivery

Innovation in the Client Buying Process

Chemistry Fit

Relevant  Perspective

Collaborative  Style

Work as a Team

Voice of the Client “There is enough stress today in  running our business. We were  looking to find a firm we could  feel comfortable with. We wanted  to find the right chemistry.”

“I would advise them to focus on  the substance of the business  problem they’re trying to solve – as opposed to selling themselves  or a solution.”

“With the Big 4 there was just this  feeling that they had their set way  of doing things, and either we liked  it or we didn’t. There wasn’t going  to be a lot of room for  collaboration.”

“The conversation flowed more  easily. They created a ‘Hey, this is  a conversation, not necessarily a  presentation,’ kind of atmosphere.  They may have actually had a  presentation, but they shifted it  around once they saw the format.”

“They said, ‘Let’s put together a  solution for you.’ Whereas the  other firms, even the small ones  came in and said, ‘This is our  approach. This is how we are  going to do it.”

“They were a much tighter team.  There was more connectivity and  they clearly enjoyed working  together. The teams from the  other firms didn’t seem to know  each other very well.”

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Client Decision Cycle SOLUTION

Get Fingerprints (Resolve Terms)

MOTION

Understand  Situation:

Feel  Something:

Ready to take  action

Not clear what  it means

Get in Early (Identify Opportunities)

Acknowledge  Issue: Not sure  what to do

NEED

PAIN

Give a Glimpse (Develop Solutions)

Give a Glimpse of How You Serve

Good selling…

is a reflection of  how well you serve.

Get the Prospect’s Fingerprints RELATIONSHIP PLAN FEE ARRANGEMENT VALUE PROMISE DELIVERY TEAM ENGAGEMENT APPROACH

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About  the Client

What’s Your Selling Style?

About  our Firm

• Co-Create Ideas • Explore Possibilities • Get Client Engaged

Presentation Style

Facilitation Style

Identify a Key Client Challenge or Opportunity 1

3 Gaps & Opportunities

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Future State

• … • … • …

Current State

________________ ________________ ________________ ________________ ________________ ________________

• … • … • …

________________ ________________ ________________ ________________ ________________ ________________ The SCAN Model • SITUATION: What is happening in their world? • CONCERNS: What are they worried about? • ASPIRATIONS: What do they want to accomplish? • NEEDS: Where do they need help?

Sales Playbook PRACTICE  INDUSTRY  SEGMENT

Leadership Team

Client Profile

Industry  Involvement

Our Advantage

Industry  Challenges

Opportunity  Triggers

Key Services

Case Studies

Representative  Client List

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G R O U P   D I S C U S S I O N

Bringing Innovation to Client Experiences Instructions • With your table group, answer  the questions at right. • Record your group’s responses  and select a spokesperson to  share with the room.

Discussion Questions • What trends have you observed  that are driving the need for  innovation in client experiences? • What innovative practices have  you seen in the marketplace? • How can your firm or practice  bring more innovation to client  and prospect experiences?

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