A Country Practice | Port Macquarie | March 6 2014
@therobnixon #COTCwww.proactiveaccountants.net/slides
www.robnixon.com
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Getting in the middle of the cloud revolutionHow to capitalise on cloud technologyHow to use offshoring effectively How to offer value added services using cloud technology How to take a front foot approach Predictions for the future.
What we’re going to cover…
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Why? What?
Who?Whe
n?
How?
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
The future of employment – how susceptible jobs are to computerisation – C Frey & M Osborne
2013
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
123
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@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Convergence of technology
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
www.mikesmanilatours.comwww.easyoffshore.com.au
www.ibpap.orgwww.mycloudpeople.com.ph
www.wealthfarm.com.au
In the Philippines
Your smarketing
plan to capitalise on
the cloud
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Sales & Marketing (Smarketing) Objectives
Now 12 month goal
1. Number of business client groups
2. Average fee per business client - $
3. Percentage of total revenue in compliance - %4. Percentage of total revenue in value added - %
7. Number of new enquiries generated – last 12 months8. Conversion rate to new clients from enquiries - %9. Number of new business clients – last 12 months10. Each client visited / met with (times per year)
5. Average hourly rate compliance services - $6. Average hourly rate value added services - $
11. Number of clients on cloud accounting12. Revenue
13. Profit before partner salaries
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Accounting skills are not
enough
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Is your
smarketing tap
rusted shut?
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Does it ‘sort of’
work?
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Are you wasting
money on
smarketing?
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
You need a smarketing
system
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
The PROACTIVE smarketing system
PROACTIVE
roducteasonsrganisedctivity
hannels
argetnternet
aluexperience
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
REASONS to buy from
you – or not
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
1AC23 B
Reasons to buy (or not) from you
Know you
Like you
Trust you
Database
BrandExperience
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
What’s your VALUE
proposition?
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Your value propositionYour past- Client success- Experiences- Education- Accomplishments- Development- Work history- Beliefs- Victories/defeats- Risks/adversity.
Delivery methods- Consulting- Reports- Coaching- Mentoring- Survey- Redesign- Workshop- Retreat.
Clients future- Improved cashflow- Peace of mind- Asset security- Higher productivity- Lower attrition- Higher morale- Improved image- Better performance- Market share- Increased profit- Revenue growth- Wealth improvement- More innovation- Problems solved- Happier customers- Superior service.
Process flow
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Creating PRODUCTS and
leveraging IP
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Leveraging IP & creating productStart with a client or situation exampleWrite an articlePut it on YouTubeAll social media sitesPress coverageCreate a tool from it – on websiteNewsletters – yours and othersPodcasts / Webinars / Teleseminars / SeminarsCreate a story from itBlog – yours and othersPart of your process / methodLicense itProductise it – DVD, online, packaged service, book, booklet.
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Corp Secretarial
Annual Accounts
FBTSMSF
Budget / Cashflow
Cloud Conversion
Planning Session
Monitoring – mthly / quarterly
Tax planning
Health Check
Asset protection
Coaching
Systems development
Client name
Client name
Client name
Client name
Client name
Client name
Client name
Client name
Client / product matrix
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Who’s your TARGET
market?
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Target markets - your best buyer
Who do you want as a client?SexAge (range)Business typeRisk profileBlue / White collarBusiness owner / Franchisee / EntrepreneurSize of business – revenue / GP%Net wealthAmbition level.
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Your CHANNELS to
market
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Channels to marketHow do you get the word out?
Existing clientsEmailMailWeb / social toolsEvents - Seminars / Webinars / Boardroom briefingsPhoneVisitsSponsorsSmall productsCentres of influence – other peoples databases JV alliances.
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Experience you before I buy you
Getting a taste of what you can do:
YouTube video seriesArticles – distribute everywhereTools to downloadSmall productsReportsBlogReferralsTwitter / Facebook / LinkedInSpeechTRUST assessmentBusiness performance review – PANalytics.
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Dominating the
INTERNET
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Web dominanceWeb strategy Non-
existentExisten
tCompetitiv
eDistinct Breakthroug
h
Main website
Feeder sites
Blogs(s)
YouTube
E-news
Forum - connecting
Search Engine Optimization
Social advertising
Other peoples blogs
Content value
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Loads of marketing
ACTIVITY
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Endless Leads
Repo
rts
pape
rs 1
Blog 9
e-ne
wsle
tter 3
Case studies 6
Social media updates 8
Mon
day
succ
ess ti
p 2
Web
site 5
Free
tool
s 4
e-books - download 7
Media Releases 11
Trust assessment / web 14
Forum / closed facebook group 16
Referrals existing / prospects 10
Being quoted in the media 13
Telemarketing 12
Videos on website – push them 15
25. Boardroom briefing
30. Magazine
26. Business Performance Review
27. Webinar / Teleseminar
31. Seminars
32. Books – hard cover
29. Existing client visits
22. Pro bono sp
eeches
18. W
orkfl
ow –
find
ing
oppo
rtun
ities
19. A
llian
ce D
evel
opm
ent
20. A
rticle
s in
Allia
nce
new
slette
rs
23. Networking at industry events
24. Small products / workshops
21. Arti
cles i
n industr
y mag
azines
Mar
ketin
g gr
avity
pla
n
17.D
irect
em
ail
28. Direct mail
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Being
ORGANISED
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Being organised
Written marketing & sales planDisciplined approachDaily activityDaily monitoringTracking ROIAll team approachWeekly reporting @ team meetingCelebrating success (bell).
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Activity
January
February
March
April
May June JulyAugust
September
October
November
December
Leads target
Your activity plan (whiteboard)
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Organising & measuring the activity – another whiteboard
Activity Target Quantity
Cost Send date
Response %
Response #
Gross Profit
ROI
Letter # 1 Existing clients
463 $565 Dec 15
3.35% 15 $2,085
369%
Letter # 2 Suspect list 3,323 $4,500
Dec 15
1.25% 41 $5,699
126%
Email # 1 Existing clients
463 $4.63 Dec 17
1% 5 $695 15000%
Webinar # 1 Entire database
92 $50 Jan 15 12% 11 $1,529
3058%
Email # 2 Suspect list 3,323 $33.23
Jan 18 0.5% 16 $2,224
6690%
Fax # 1 Suspect list 3,323 $2,500
Feb 1 2.1% 67 $9,313
372%
Telemarketing test
Suspect sample
500 $3,500
Feb 5 4.5% 22 $3,058
87%
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
The PROACTIVE smarketing systemPROACTIVE
roducteasonsrganisedctivity
hannels
argetnternet
aluexperience.
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
National seminar tour – March/April 2014
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
The changes happening to complianceWhy (and how) you must take a ‘front foot’ approachThe positive impact cloud accounting can have on your firmThe positive impact cloud accounting can have on your clientsAn independent view on which cloud solutions to chooseHow to implement cloud accounting in your firmHow to discover new value added services opportunities.
Capitalising on the Cloudseminar agenda
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
How to implement cloud accounting with your clientsHow to add value to your clients using cloud accountingHow have your clients buy additional servicesHow to price new services on value based feesThe threats associated with outsourcing and offshoringHow to use outsourcing and offshoring to your advantage.
Capitalising on the Cloudseminar agenda cont.…
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
Capitalising on the Cloud – seminar dates
Newcastle - Monday, March 17 2014Gold Coast – Wednesday, 19 March 2014Brisbane - Friday, 21 March 2014Wollongong - Monday, 24 March 2014Ballarat - Wednesday, 26 March 2014Melbourne - Friday, 28 March 2014Perth - Monday, 31 March 2014Adelaide - Wednesday, 2 April 2014Parramatta - Friday, 4 April 2014Albury - Monday, 7 April 2014North Sydney - Wednesday, 9 April 2014Christchurch - Friday, 11 April 2014Wellington - Monday, 14 April 2014Auckland - Wednesday, 16 April 2014
8:45am – 4:30pm (drinks afterwards)
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
A Country Practice special
ACP Price - $97 pp
Save $100 pp(use promo code – ACP)
www.cloudseminar.com.au
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
#1 Compliance
Commoditised
#2 Cloud
for >90% SME’s
#3 Cloud
for >90% Accts
#4Coaches taking clients
#5 Clients more
transient
#7 Compliance
price down by >50%
#6 Off-shore prevalent
#8 Marketin
g and sales skills firms
#9Young
people will not buy into
staid & boring
#10No
time based billing
#11Value Added
Services >80% of revenue
#12Clients finally served properl
y
12 predictions
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au?
@therobnixon #COTC | www.robnixon.com | www.cloudseminar.com.au
www.cloudseminar.com.au
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