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Many Accountants struggle to make their marketing work. Ingredients such as Direct Mail, Telemarketing, and other offline channels have caused frustration for many partners. While others have reaped terrific rewards from their investments. This short, free webinar from Insight Marketing will help firms to ensure that their investment of time and money into their practice growth has the best chance of success.
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Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Take the gamble and stress out of your Practice Growth...
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Direct Mail, Databases and Offline Marketing – That Works!
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Offline Marketing – for Proven Results
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Insight Intelligence - offline
• Relational Telemarketing – one of our most in demand services
• 10+ years ago it was great – amazed business owners!
• 6 years ago, could get 2 or 3 quality appts per day
• 4 years ago 1 appt per day was about right• Now, if you get 1 quality appointment every
1.5-2 days you are doing well
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Insight Intelligence - offline
• Help if you want it, PAYG each month• Not a sales pitch, not pretty theory• Ideas and tools you can use to do this yourself• Free 1:1 offer to discuss your goals
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Part 1- where do you start?
Get the foundations right, or everything else will fail.
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Part 1- Database• Defined list of potential customers, held electronically, that you own
and have access to. • That you can market to in a variety of ways• That is made up of all the necessary contact information you need
to reach those decision makers• That is of the profile of prospects you need to build your business
upon, in your chosen geography.
• This part is all about your DATA, you must have a good database.• Disjointed and frustrating? Not a panacea but the right prospect
database will SIGNIFICANTLY ease your efforts, give you control and opportunity.
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
What is your business growth built on?
• If you know the parable, then where would you choose to build your house? Rock or sand? Get the foundations wrong, the story tells itself....
• Who has a prospect database? How many records? Right profile for you? What CRM is it on?
• Becomes the core to all your offline marketing and integrating with your online with your website as the hub
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Database is first base!
• The ‘1000 record mind block’– Why 1000 records?– How long will it last? – If you only have 20 records, you won’t have sufficient
market to go into....• The rock we stand on as marketers• Many business struggle to see its value and
importance, especially early on• Why you must have a profiled database of
prospects
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Database is first base!
• Your future sales pipeline, tangible £value• Named decision maker• Single site/head office• Industry sectors• # employees and £turnover• Email address where available• Telephone cleansed within 90 days
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Data – get it right or get it wrong!
• Please get it right • 10% improvement or weakened performance in just 10 areas
could make a 100% accumulative difference to your overall results!
• What is the cost of poor data:– 2000 records– 10% are wrong focus– That's 200 people, called just twice would be 400 calls– That's 4 days work at £495 per day that's nearly £2k of money wasted– If you’ve written to them as just once at £1.50ea is another £300
wasted.– Imagine that £2500 saved by getting foundations right, reinvested into
relational telemarketing that's 4 days work, that could be a new client!
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Example database summary from a real campaign
ID Status Total
5 34
4 214
3 1
2 5
1 1695
0 1125
TC 814
HTC 957
Bad data 144
Duplicate 17
Blank field 781
Competitor 2
Export 8
Do not call 12
Totals 5809
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Part 2 – Your Strategy, the 3 C’s!
• More Consistent
• More Creative
• More Collaborative
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Offline Marketing for Proven Results
• Data • Relational Telemarketing • Direct Mail • Email marketing (sales)• Making the most of appointments
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
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
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Direct Mail
When was the last time your accountants added something positive
to your business? Dear [name] 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 solid argument to show that change would provide a better solution.
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!
4:1
FPOOP
0.1%
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Relational Telemarketing
Sales Led Direct Mail & E-Mail
Low Volume High Quality PPC
Targetted Managed LinkedIn
Bespoke Differentiating Website
Customer Calling 'Holy Grail'
Additional Revenue Streams
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Relational Telemarketing
Over 500 1:1’s in the last 12 months alone
Telemarketing can cause dread
One common theme why it often results in disappointment – commission
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Relational Telemarketing
• Makes the ‘whole’ more effective• Gives you hand picked, nurtured appointments• Give you robust predictable business growth• If outsourced can be hassle free• Increases the value of the business
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Relational Telemarketing
• Any questions on the concept and worth of relational telemarketing as described?
• You are your customers most trusted advisors for the service or product they buy from you
• You are that because you get relationship right• It is vital to get relationship right from the very
beginning, starting with your sales and marketing
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
DIY or Outsource?80 candidates for 1 job, 1 out of 3 last
Actual time spent on this is.....ABC
Its the hardest job of them all – so much rejection yet so much sensitivity and skill needed
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
DIY or Outsource
• Sales people are competitive team members
• Get a team not an individual,
• Be prepared for management & training time
• 120 calls per day, every day - consistently
• Test Measure Adapt Improve!
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
Consistency, Creativity, Collaboration – the Insight Intelligence turnkey solution• Quality data, at least 1000 records• Weekly relational telemarketing • Bi monthly sales letters• Alternate bi monthly sales emails• 3 reports for inbound marketing – LinkedIn example• Quarterly partner reviews• Seminars• Webinars• Client calling twice a year – surveys, upsells and retention• LinkedIn to leverage relationships – quarterly reviews• Audio• Video• Integrated website and PPC• TMAI for new ideas
Consultancy | Training | Telemarketing | Databases | Copywriting | Integration
What next? 0800 8030826
Free Clinic from the comfort of your own desk - practical advice and options you can choose to help you grow as you want to.
A voucher for £100 as a gift to support your practice growth