HITTING THE BULL S EYE: GET TARGETED IN YOUR CLIENT APPROACH. June 23, 2016

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1 1 HITTING THE BULL S EYE: GET TARGETED IN YOUR CLIENT APPROACH June 23, 2016

2 Introductions Deneen Dias Senior Strategic Account Manger 7+ years working with firms on ways to utilize cloud technology to transform their client accounting practice Helps hundreds of firms evaluate, implement, and leverage technology to improve internal processes as well as enhance their client relationship Keen interest in working with firms of all sizes to drive increases to their bottom lines through implementing new cloud technology Consults with firms on ways to add new revenue streams from new services lines including Business Process Outsourcing (BPO), and real time advisory services Brings 10 years of experience working with firms of all sizes

3 MISSION Empowering CPAs and Businesses For The Digital Age CPA.com PRODUCTS & SERVICES FIRM CLOUD BASED SOLUTIONS EDUCATION & RESOURCES

4 Our Team Dedicated account management from experienced CPA.com representatives Expert guidance and tools to help you grow your practice Experience in working with thousands of firms that have adopted cloud technology

5 Wide Spectrum of Service Levels for Client Accounting Advisory $ Firm Service Spectrum Transactional Write-Up Business Process Outsourcing Virtual Controllership Collaborative Advisory Services Virtual CFO Historical Compliance oriented Daily operations Real-time information Consulting on business decisions

6 Evolving Client Needs What Clients Want 6 Top 3 for How SMBs Selected Accountant Expertise Responsiveness Proactive Strategic Advice Top 3 for Services Desired Outside of Services Already Received: Business planning Business strategy Create Dashboards to monitor business Why SMBs leave accountants: #1 Does not give proactive advice, only reactive *The Sleeter Group research published April 9 th,

7 Strong Growth In Advisory Services Over Past Four Years $50 billion $42 $9 $12 $54 $17 $15 Advisory Services 91% growth Tax 17% growth $19 $20 Audit & Accounting 6% growth Revenue split at top 100 accounting firms Source: Accounting Today, Top 100 firms survey, 2010 and 2014 Other

8 The Technology Difference Collaboration between firm and clients Both teams work together in real-time Opportunity to leverage best practices from the start rather than cleaning up after the fact

9 The 3 A s Access Real-time information Better collaboration with clients Accuracy More control of information Deliver information timely & accurately Analytics Looking at business problems and issues, and improving those for the client Allows you to be more consultative

10 Where I see firms struggle Tax partners aren t understanding that this is different o Getting the wrong leads Bookkeepers have prided themselves on being generalist. It s just as important to specialize like the tax team does, Are you afraid to say NO? TARGETED & DEFINED SERVICES is KEY

11 Introductions Certified Intacct BPO Partner & Bill.com QuickBooks ProAdvisor, Member of Mindshop International Nationally recognized thought leader in cloud-based accounting. As a self-proclaimed foodie, Dixie spends her free time dining at the hundreds of restaurants Atlanta has to offer. Dixie McCurley Co-founder & Partner

12 Selecting a Niche Key fundamentals in targeting right client: Work out your vertical niche Where can you find clients in your vertical Who can help you land them How you work best as a partner with them

13 lion pride common goal: hunt and feed role: black bull 550 lbs continuity & security senior lioness 400 lbs plan & execute the kill junior lioness 300 lbs support the kill cubs prepare to move up

14 lion pride common goal: hunt and feed need 1 ton of meat / week 46 pounds of meat 1100 pounds of meat

15 lion pride common goal & vision: hunt and feed plan: hunt by the pride plan learned: to cull and ignore the small prey that distracts them and uses up the energy that is vital to their survival

16 how do you find your Zebras? Client selection Which Clients do you want to spend more time with? How will you do that? Which Clients do you want to spend less time with? How will you do that? How can you test a potential Client before starting a formal relationship?

17 types of clients pounds of meat 1100 pounds of meat low value clients: high value clients:

18 what does your firm offer? differentiation high outstanding success niche cost leadership disaster low relative cost high

19 how do you find your Zebras? market segmentation: is your segment size large enough to make a profit? customer type is the segment growing or shrinking? geography of customers how long will it take to make a profit in the segment? is the segment seasonal or cyclical? product offerings

20 meaningful client engagement where how now

21 Value of BPO to Firm Smart client/accountant collaboration (creates stickiness) Simple, high value processes delivered through the cloud Greater control of client information Greater security and internal controls Year-round service opportunities to generate revenue

22 Value of BPO to Client Eliminates work unrelated to core business mission Best practices to most efficiently manage work Reduces fraud risks through greater security and internal controls Access to controller/cfo level services (at a fraction of the cost) Proactive firm involvement

23 QUESTIONS? 23

24 September 22-23, 2016 Englewood, CO October 18-19, 2016 New York, NY Learn more: CPA.com/casworkshop