accountants direct mail, databases & offline marketing that works - sales for accountants, by...


Direct Mail, Databases and Offline Marketing – That Works!


Offline Marketing – for Proven Results


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


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


Part 1- where do you start?

Get the foundations right, or everything else will fail.


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.


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


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


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


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!


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


Part 2 – Your Strategy, the 3 C’s!

• More Consistent

• More Creative

• More Collaborative


Offline Marketing for Proven Results

• Data • Relational Telemarketing • Direct Mail • Email marketing (sales)• Making the most of appointments


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


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%


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



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



• 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



• 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


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


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!


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


What next? 0800 8030826

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accountants direct mail, databases & offline marketing that works - sales for accountants, by...

Documents

relational telemarketing

offline marketing

right profile

direct mail pieces

direct mailwhen

profiled database

good database

prospect database