And keep watching right to the end of the video because we ve just introduced special bonuses and savings worth 11,400 a year.

Transcription

1 The Accountants Growth Programme: Presentation Transcript Hello and welcome to the Accountants Growth Programme. I can assume that if you are watching this presentation, then you genuinely want to accelerate the growth of your firm and acquire more of the right type of clients at the right fee, if so then the next forty minutes or so will provide you with everything you will ever need in order to do so! I appreciate at the moment this may sound hard to believe, but when you appreciate what our membership has to offer, you ll wish you d been part of the programme when it first started almost 3 years ago. And keep watching right to the end of the video because we ve just introduced special bonuses and savings worth 11,400 a year. So please turn your mobile phone off. Close down your and get ready for what I promise will be an exciting journey as you begin to discover what can be achieved with the Accountants Growth Programme. The programme combines the expertise of 3 men: Steve Hackney, a world renowned direct marketing expert; Richard Brewin, a practicing chartered accountant who has twice successfully created and sold accountancy firms; and myself Peter Finlay an experienced commercial strategist... During the 90 s Steve created a unique system for growing owner-managed businesses that sold world-wide. In 1998 he teamed up with Richard to tailor that system for an accountancy firm and over the next 11 years, Richard used it to successfully to create and sell his practices, the latter to a large national firm for a high end multiple... Later in 2009 we all brought our areas of expertise together, and, based on the proven success of Richard s template we set out to create, what we have here, the World s first accountancy growth system designed specifically to not only get more of the right type of 1

2 clients but to dramatically differentiate the firm and raise it above its competition once and for all. So what exactly is the Accountants Growth Programme? Let me begin by telling you that the AGP delivers something we call the Success DNA into every part of your firm. And once this Success DNA has been installed, you will benefit from methodology which is proven to generate up to 40 new clients in a single month, as achieved by one of our multipartner firms only a short time ago. Even one of our sole proprietor members achieved 23 new clients in a single month. In fact the average is between 5 and 8 new clients EVERY single month. All attained at the right level of fees, using much less effort, time and cost than our members ever thought possible. Furthermore, the programme has a full no quibble 100% money back guarantee, providing complete peace of mind for everyone who decides to become a member, but more of this later. Before we go into the detail of programme, let me tell you the type of accountant WE are looking for as a member... You must be committed to growing your firm. You are highly ambitious and... You aspire to be THE accountancy firm in your local area. The Accountants Growth Programme speeds up your growth and ensures you acquire more of the right type of clients at the right fee! Now if you can answer yes to this criteria then please continue to view this presentation as you are definitely the type of person the programme was created for and you WILL benefit from it. If on the other hand you are not ambitious and do not want to grow then please stop watching as what I m about to reveal will not be of benefit to you and your time will be wasted. Okay, let me begin by showing you what the Accountants Growth Programme and our Success DNA are... 2

3 The Success DNA : The foundation of the Accountants Growth Programme! In the AGP the D of the Success DNA stands for Differentiation... Now in order to appreciate how vitally important our Differentiator really is, we first of all need to understand the main challenges facing your target market today small and medium sized owner-managed businesses. With that in mind I think it can be argued that to the general business market... all accountants are seen as the same, just like all banks and solicitors are seen as the same. And that s a huge problem you have right now or one that will manifest itself sooner rather than later. It s one of the main reasons why you re not acquiring more of the right type of clients at the right fee. In fact, by not differentiating yourself from the competition you are vulnerable to two significant circumstances... First, there is inertia. In other words, even if a business owner is unhappy with their existing accountant and there are many in this situation, often they don t move accountants because they think all accountants are the same. Why jump out of the frying pan into the fire? Better the devil they know. In fact I m sure you ve been in this situation many times before when a business owner has come to you looking to change accountants and poured out all the reasons why they re unhappy with their existing accountant, only to decide not to move after all. It s very frustrating. But it makes complete sense when you think about it. Second, and in many respects more problematic, is the fact that if you don t differentiate then your services become commoditised. If the business owner thinks every accountant is the same the only way they can differentiate between you and your competitors is on fees. And when you think about it, why would they pay more for the same service? It s illogical. You don t do it so why would you expect them to do it? So when you may be thinking that the market is becoming more and more price sensitive, in reality that s not the case you and the competition are in fact conditioning business owners to choose based on fees because they have no other way of doing it. 3

4 This may surprise you. But research conducted over the last 6 recessions have shown that only between 5% and 20% of people buy on price and price alone. Most people think it s the other way around. So let s just take the worse case scenario. 80% of your market doesn t buy on price or fees. They buy on value. You only have to look at your own purchasing habits to agree with this. But if you still don t believe me just look around you. Only a small percentage of people are wearing the cheapest clothes. Driving the cheapest cars. Using the cheapest gadgets or accessories. And most of these people buy these cheap products because they genuinely can t afford more expensive ones. It s exactly the same in your market. Let your competitors have these clients you take the 80% who want to buy on value and not on price! But at the moment you re stuck. You want the best clients at the right fee but you don t have the differentiator. You re probably aware you need one but it s not easy to create one or to find one that will help you rapidly grow your firm. So, we had to find a way of making it blindingly obvious to everyone that our member is different. A message so simple that it makes you stand out from the crowd before they even meet you... and we ve done just that. So exactly what is the differentiator? Well it s not just about being different. The differentiator ideally has to centre on something that every business wants, needs and yet isn t readily available at an affordable price. So let s see what that could be. What is THE single most important aspect of running any small and medium sized business? Imagine if a business owner could wave a magic wand over their business right now, what do you think they would wish for more than anything else? If you ve answered more profits, better cash flow, more sales and more customers you d be absolutely correct. But here s the problem... If a business owner has a tax issue they ll speak to their accountant. If they have a legal question they can speak to their solicitor. Or maybe an IT problem they can turn to their IT support to fall back on. But where does a business owner go to resolve the single most important aspect of their business the need for more customers? The fact is there isn t anyone. Okay they could use a consultant if they could find one, but they don t because of the cost of not only the consultant but also the solution they might suggest. This leaves the business owners having to use their own intuition or they simply try to copy what their competitors do in the hope that they get lucky. But as you will no doubt know through your own experience, relying on luck isn t an option. Well now there s a solution and it s called the Business Growth System. It is a step-by-step system which has been developed here in the UK over the last 15 years by Steve himself and has sold very successfully all over the world generating millions of pounds in additional sales for owner managed businesses in over 250 different trades and professions and in 46 different countries. The system sells for 5,000 or 500 a month for the online version. There are over 60 low or no cost strategies spread across 5 key sections and each one is tried tested and proven to work and will help them quickly grow their businesses no matter what they sell. 4

5 The Business Growth System will help any business to get more customers and more sales from existing customers! THIS IS YOUR DIFFERENTIATOR IN YOUR LOCAL MARKET! Let s have a quick look in each section. The first of them is something we call What Makes Marketing Work. It contains the magic ingredients to effective marketing, the reason why this approach to marketing will succeed where they have previously failed. This section is for those who want to understand what they are doing or want to take a more strategic approach. As you can see, it includes 15 principles which form the foundation to any successful business yet are missing from 90% of them. Every element in this section costs absolutely nothing to apply. Once a business owner understands what makes marketing work the next section is focused on generating more enquiries. It contains strategies that have stood the test of time. Low cost strategies that 99% of businesses can use and benefit from. Whatever they want to use to generate more enquiries, it s here and all done for them, using all the elements we revealed in the previous section. Having generated all those additional enquiries it is then important that they convert as many as possible into customers. This next section provides the strategies to do that. Again, everything they need is here, covering the whole process from when they receive the enquiry, through the sales stage right up to getting the price right and signing off the deal or the sale. Increasing their effectiveness at converting enquiries into customers at the right price has a massive impact on their business. Better still, improving the conversion rate is done once again with absolute zero cost! And finally onto customer maximisation. In many ways this is the most beneficial and influential vault. Having acquired the customer, these systems ensure businesses maximise their ongoing sales and profits from each one. We call this the hidden goldmine and once again all these strategies are free or cost very little to apply. Now let me show you how easy the Business Growth System is for business owners to use and apply. 5

6 Each strategy contains 3 sections... The Business Growth System is easy to apply even for people who have absolutely no sales and marketing experience or expertise! The third section is focused on generating more enquiries. It contains strategies that have stood the test of time. Low cost strategies that 99% of businesses can use and benefit from. Whatever they want to use to generate more enquiries, it s here and all done for them, using all the ingredients we explain in the preparation section. Having generated all those additional enquiries it is then important that they convert as many as possible into customers. This is the third section. Again, everything they need is here, covering the whole process from when they receive the enquiry, through the sales stage right up to getting the price right and signing off the deal or the sale. Increasing their effectiveness at converting enquiries into customers at the right price has a massive impact on their business. Better still, improving the conversion rate is done with absolute zero cost! And finally onto customer maximisation. In many ways this is the best and most influential vault. Having acquired the customer, these systems ensure businesses maximise their ongoing sales and profits from every customer. We call this the hidden goldmine and once again all these strategies are free to apply or cost just a few pence. Now let me show you how easy the Business Growth System is for business owners to use and apply. Each of the 63 strategies across the four vaults contains 3 sections... 6

7 The video tutorials, step-by-step guides and templates make it so easy! First they see a short tutorial on their chosen strategy, giving details on how and why the strategy works. Notice the tutorials can be viewed online or watched via ipad, iphone, ipod and other devices. Having watched the tutorial they then have a step-by-step guide to follow showing exactly how to create the marketing piece. And then finally to assist even further, accompanying both the tutorial and step by step guide are dozens of templates and examples of each strategy to follow and incorporate into their business. It couldn t be simpler and, as you can see, applies to any business, big or small, start-up or established, and whether they sell products, services, have a retail business or run a restaurant. So as you can see the Business Growth System answers the prayers of every SME business in your area, providing the answers to the single most important part of their business... how to find more customers and create extra profits. I m sure you agree. Well the Business Growth System IS the differentiator Let me explain... What if every business owner in your local area could get access to the BUSINESS GROWTH SYSTEM simply by becoming a client of yours? Now you have a totally unique differentiator which no other accountant in your area can offer. You will be seen by the whole business community as hey, these guys really are different to any accountant I know of! But there s more... Not only can every business owner get access to the BUSINESS GROWTH SYSTEM by becoming a customer of yours... they can access it... completely FREE of charge. 7

8 That s right a system selling for thousands of pounds and proven to deliver results for businesses in over 250 different industries... is absolutely FREE of charge to businesses once they become a client of yours. Giving your new and existing clients FREE access to the Business Growth System gives you a very powerful differentiator one unmatched by any of your competitors! Everything they ever need to generate and keep customers buying is available to them 24 hours a day, 7 days a week whenever they need it because of you. You see, we ensure that our members are the go-to-guys when a business owner needs an accountant or is considering changing from an existing one. I hope that you can see what a huge differentiator this is, giving local businesses something they desperately want and need? So knowing that Business Growth System is your differentiator, everything you encounter in the Accountants Growth Programme leverages this uniqueness, but more importantly, everything in the Programme is done for you and ready to go. You don t have to think or guess how to use this leverage, because everything has already been created, even down to WHEN you use any of the tools in the Programme. A 6 month implementation plan one for established firms and one for firms less than 12 months old, is already in place and ready to use. Follow the plan and the AGP together with the Success DNA will be installed and your business will be transformed. To show you how we leverage the Differentiator, let me move on to the N of the DNA which stands for Never-Ending Enquiries. The never ending enquiries section is a complete solution to everything you will ever need in order to generate potential clients for your firm. Currently there are over 35 strategies. All proven and ready to go, they simply need personalising to your firm, and implemented according to the timeline in the 6 month implementation guide. 8

9 A sneak peak at the Accountants Growth Programme. Notice the two Implementation Plans one for established firms and one for firms under 12 months old! The Implementation Plans make it easy to install the programme into your firm so easy in fact that a junior member of staff can do it! You see we understand that you ll have come across many apparent solutions for getting clients in the past but they always end up falling in your lap and leaving you with loads of work to do, work that you simply don t have time for. You constantly face the challenge of do I spend my time with the clients I have, or on managing the business or on getting new clients because I can t do everything! Well Our Accountants Growth Programme is different; you see it s all done for you, it s ready to go. Your involvement is minimal. It has been designed so that a junior member of staff can easily manage the implementation and running of the programme. Finally, you can stop experimenting and guessing on ways of generating clients. The Accountants Growth Programme has taken all the guess work away. So let s take a look at some of the 30 plus strategies contained within the Never-Ending enquiries section, most of which cost very little to implement. Firstly, this is undoubtedly one of the most successful strategies in this section and that is how we transform your current sporadic referral source from a reactive lottery into a professional referral machine that once in place is there forever creating a never ending source of high calibre clients Now the Differentiator explained earlier clearly sets you apart from your competition, making you the go to firm for all new clients, but the Differentiator also plays a massive role when it comes to the referral machine. You see the Business Growth System is not only available FREE of Charge to NEW clients, it s also FREE for all your existing business clients. So by following the 6 month implementation plan, you let everyone of your current business clients know that they too can get FREE and immediate access to the BUSINESS GROWTH SYSTEM. And of course you do this by sending them ready to go material. 9

10 It s your way of saying thanks to your clients and they really appreciate it. Then two weeks later you send them further ready to go material we call the Testimonials By The Dozen Letter. This generates a rush of great testimonials which serves two important functions it gives you a number of excellent testimonials which we use in the programme on other marketing initiatives and second it makes you and your staff feel great. It demonstrates to staff that the work they do is really appreciated. And now having primed your clients you then launch your referral system which enables you to tap into your true referral potential without having to do anything other than sign a few letters. You will be surprised how well this simple 3-step process works. It costs absolutely nothing other than a stamp to implement and once it s in place it s there forever, constantly generating never ending referrals for your firm. So that s the client referral system. We also have a similar system for third parties such as the banks solicitors and IFAs. Another strategy includes the production of your very own personalised video, which the programme uses throughout. As well as the personalised video, the AGP produces a further massive Never-Ending Enquiry initiative which sets you apart from other accountants and that is your very own book. Your own published book ensures you gain instant authority and expertise in your local market (something missing from virtually every accountancy firm in the world)! We ghost write the book on your behalf, establishing you as co author together with Steve... all you have to do is add a short bio and photo to it and our designers and printers do the rest. The book focuses on why small and medium-sized owner managed businesses stop growing and what the business owner can do to prevent it from happening. It uniquely addresses the financial implications of growth and how any business can increase profitability and maintain a strong cash-flow. 10

11 The book really is a very powerful asset and gives you prominence in your local area, instantly giving you expert status which the AGP takes full advantage of. Internet solutions are also taken care of. For example, all our members are provided with their own personalised web site. We call it the website that sells and that is exactly what it does. I can quite confidently say that if you have a website, it doesn t generate nearly as many enquiries as you thought it would. The website that sells takes care of that. It can be a standalone site or work in conjunction with your existing one if you prefer. Your own Website That Sells comes with a tailored website video, which visually and audibly demonstrates why you re so different from every other accountancy firm in your local area. We also have proven tried and tested social networking techniques including Google AdWords, LinkedIn and Facebook. It may well be that you are currently using your own marketing material well it s important that our members get maximum results from what they already use no matter what it is. So our members benefit from our unique critiquing service. They send us whatever they re currently using and we make sure that it s as good as it can be. We process and analyse every marketing piece and then provide a comprehensive 7 page critique on how to improve it in order to get the very best results. So our members know that whenever they spending any money on any material they are always going to squeeze every last drop of value from it. And now let s focus on what we call the Client Attraction Mailing Pieces. There are currently over a dozen of these and you send them once every two to three months to your selected target market (in other words, those companies you want to acquire as clients). The Client Attraction Mailing Pieces (CAMPs) stand out from every other accountancy firm and every other business marketing to your target market. The result? Many more enquiries for you! They work because they stand out. Remember with any marketing piece you re not just competing against other accountants you re also competing with other businesses who are targeting your potential clients. So your marketing pieces have to rise above all this clutter to get noticed. And that s exactly what they do, generating you even more enquiries. 11

12 And finally here s a list of many of the other strategies included in this section... Special Reports 22 Weeks Follow-Up Sequence Google AdWords Yell.com Listing Client Attraction Seminar Press Releases Reactivate Past Prospects Reactivate Past Clients Newspaper, Magazine & Neighbourhood Advertising Book Press Release Campaign Business Card Yellow Pages Ads Classified Ads 27 Mistakes Special Report Press Release Networking Scripts Exhibition Stands Leaflet LinkedIn Ads Facebook Ads So the Never-Ending Enquiries section of the Programme provides the N of the DNA, the A represents Acquisition. The Acquisition System ensures you generate a constant stream of new clients at the right fee! With the Never-Ending enquiries section providing a constant stream of enquiries it is important to convert as many as possible into fee paying clients. And all at the right level of fees. The Acquisition section does exactly that. It contains the Sales Conversion System and Moments of Truth. And promotes your firm in a way that further sets you apart from all your competitors. They enable you to demonstrate value and quality with every interaction you have with the prospect making it virtually impossible for them to resist. 12

13 Moments Of Truth take every single point of contact you have both with your clients and prospects, no matter how small or mundane, and puts a system in place to ensure that you exceed expectation every time. This rolls out across every aspect of your firm and positively affects you, your staff and your clients as well as your financial performance. Better still, it costs you ZERO to apply... and it s all in the system for you ready-to-go. The system even takes you by the hand for all your potential client meetings. Our No- Selling Meeting System is the most powerful way to engage with your potential clients, so powerful in fact that by the end of the meeting they ll literally be eating out of your hand. With step-by-step guidelines, videos, handouts and a personalised PowerPoint presentation you just can t go wrong. All these elements are of course ready-to-go, you just have to follow the system. Believe me you won t have seen anything as easy and as effective to apply as this and you ll be staggered by your results. More importantly, by combining the power of the Sales Conversion System, with Moments Of Truth and the No-Selling Presentation you re constantly adding more and more value to your services that getting the client at the right fee becomes much more common practice. Gone are the days when you ll have to compete on price. Gone are the days when you re under-selling yourself. Gone are the days when you wished you hadn t taken the client on board for a low fee. I don t care what your results have been to date, but with this system you ll never have to worry again about acquiring a constant stream of clients at the right fee. This is THE solution you probably didn t think even existed! Now let s summarise the entire programme... Firstly the unique differentiator, FREE access to all your new and current clients to the world renowned Business Growth System, setting you apart from every other accountant in your area. Then dozens of never ending enquiry strategies all ready to go, proven and time tested, including the best client referral system ever created, your own authored book, personalised CD Video, Client Attraction Mailing Pieces and a website that sells. The Acquisition System, will then ensure you convert a high percentage of these top quality enquiries into first class clients and most of them at the right fee! And remember, to get results all you have to do is simply follow the 6 month implementation plan and let the programme take care of the rest. Quite frankly this is the most complete, comprehensive and unique practice growth system available anywhere. But it isn t available to anyone. You see, we will only be having 150 members in the UK each with their own exclusive area. Currently we have just over 100 members, so membership can only remain open for another 40 plus members. So this is NOT a time to procrastinate. You definitely don t want to miss out worse still for one of your competitors to acquire membership locking you out forever... 13

14 With just over 40 membership places left across the whole of the UK you don t want to miss out. Worse still you don t want one of your closest competitors getting in before you locking you out forever! Secondly we reward members who act promptly. Therefore our normal membership price of VAT a month is available for just VAT per month if you join within the next 7 days. Furthermore, by joining within the next 7 days, you will also receive the following bonuses saving you an additional a month... First you get the Website That Sells. That comes complete with the stunning and personalised website video we showed you earlier. This would ordinarily cost you a month. Second, we ll include our Practice Transformation Indicator s. Let me explain what these are and why they re so valuable to you... You know as well as we do that growth leads to its own challenges from a practice management point of view. We ve identified 7 key areas of your firm that the programme enables you to dramatically improve. We call these Practice Transformation Indicators. Here s a quick introduction to each one... The first one is Maximising Client Value. This includes retention and ensuring you increase overall fees and services with your clients. Second, we have Lock-up: as you know, this represents the amount of cash tied up in your firm through work in progress (WIP) unbilled work and outstanding invoices. Next is Recoverability: which represents the proportion of chargeable hours recovered during billing. Depending on the construction of charge out rates it is therefore a reflection of cost recovery and profitability but is the prime measure of efficiency; both staff and process. The fourth indicator is what we call C and D Clients. This represents the quality of your client base. 14

15 Next we have Client Satisfaction. Client satisfaction is a measure of how well your firm is servicing its clients. It is therefore a measure of the efficiency of your processes, the effectiveness of your management and the power of your marketing. The sixth indicator is Partner Profit. Partner profit represents the funds left in the business that are available for distribution to you after all obligations have been covered. And finally the last one is Non Productive Partner Time. This represents the time you spend doing avoidable tasks that you don t want to do or shouldn t be doing. Now Richard created the perfect practice using these exact same practice management strategies. Everyone is laid out in simple step-by-step detail complete with all the relevant documents so you can immediately improve on all these key areas of your firm. Access to the Practice Transformation Indicators would ordinarily cost you an additional 400 a month. So in summary if you join the programme within the next 7 days you can join at the special rate of VAT per month and get both the Website That Sells and the Practice Transformation Indicators included, saving you a total of 11, a year. So there you have it. Our members believe The Accountants Growth Programme is a truly unique and value packed system that will quickly transform your firm and bring you all the new clients you could possibly want even in this tough economic climate. You can join right now by clicking on this link......but first let me tell you what happens when you do... Within 24 hours you ll receive a telephone call from us verifying that your area is one of the 40 plus areas still available and if it is we ll welcome you to the programme. During the call, we ll give you the date of our next New Member Launch Day held at the prestigious Marriott Forest Of Arden Hotel & Country Club near the Birmingham NEC. This fantastic all expenses paid day, starts at 10am and finishes at 6. And during the day Richard, Steve and myself will take you through everything you need to do to get your membership up and running. You ll find it a highly stimulating, insightful and enjoyable day. Plus, you ll be able to rub shoulders with other ambitious, like-minded accountants. Now let me tell you that if having attended the Launch Day you decide not to proceed with the programme we guarantee to return every penny you will have paid to us. So that s a 100% money back guarantee should you decide not to proceed with the programme once you ve attended the Launch Day, providing you with total peace of mind. Furthermore, we don t tie you into any long contracts, which means that in the unlikely event you want to cancel your membership, you can do so and walk away at any time, without cost or penalty. So to get instant access all you need to do is click on the link below and your journey begins. 15

16 Remember time is of the essence. We are increasingly telling would-be members that they cannot join the programme, as their chosen area has already been taken. There can only be one member in any one area and only 150 members in total. Spaces are filling up fast and we anticipate membership closing within the next few months. So if you are ambitious and you want to grow your firm, now is NOT a time to hesitate. Click the link below or phone us on to get instant access and by doing so you prevent one of your closest competitors from joining, safeguarding your own growth and securing the discount and two bonuses. I ll now leave you with a number of comments from some of our existing members thank you for watching and I look forward to speaking to you soon... To get instant access to the programme click on the link below... To get instant access to the programme click on the link below... 16

17 To get instant access to the programme click on the link below... To get instant access to the programme click on the link below... 17

18 To get instant access to the programme click on the link below... To get instant access to the programme click on the link below... 18

19 To get instant access to the programme click on the link below... To get instant access to the programme click on the link below... 19

20 To get instant access to the programme click on the link below... To get instant access to the programme click on the link below... 20

21 To get instant access to the programme click on the link below... To get instant access to the programme click on the link below... 21

22 To get instant access to the programme click on the link below... To get instant access to the programme click on the link below... 22