19/23/2016

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Stuart Dey – European Region

Business Development in Action

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Business development in action• Who

• Plan

• Action

• The Beacon Group

• Ideas

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European Business Development CommitteeName Firm Country

Oliver Kächele (Chair) SH&C Group Germany

Stuart Dey (Vice chair) Shipleys LLP UK

Thijs Luchtenburg DK Accountants & Adviseurs Netherlands

Edmund Heaslip MTG Group Germany

Werner Kleinle Wirtshaftstreauhand Group Germany

Anton Kanalov Interexpertiza Ltd Russia

Francesco Mangiameli Caramanti Ticozzi & Partners Italy

Russell Tenzer Haslems Fenton UK

David Muntané Munt Audit & Forensic Spain

Norbert Mevissen Schaffer & Partner Germany

Lefkios Joannides Joannides & Co Cyprus

Martin Felanda Schaffer & Partner Czech Republic

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Plan: AGN International Business Development

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AGN International Business Development Plan• Global AGN Brand

• Brand, positioning and message

• Global website

• Social media

• Corporate collateral

• Press releases

• Template library

• Transparency report

• Business Opportunities

• Business opportunities bulletin

• Sales groups

• Sector strategy

• Sales and pitch methodology

• Customer Service

• Thought leadership = Customer engagement

• Client satisfaction – another indicator of standards

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Brand: Survey of European members websites• Why?

• Criteria

• Results

• Follow up

• Guidance / sharing

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Results

11% 37% 52%

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Website best practice guide

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Sectors• Property & Construction - Ted Heaslip

• Financial Services - Stuart Dey

• Manufacturing - Dr Werner Kleinle

• Forensic Services – David Muntané

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Sector webpage - Property & Construction

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Sector webpage -Manufacturing

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Sector share group - Financial Services• Initial call

• The role of Sector strategy in AGNs Global Business Development Strategy

• Brief outline of member firm and Financial Sector work

• Possible sharegroup actions

• Reminder of AGN Sector strategy

• EU FS sector

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Financial Services – next steps?• Member firm website

• AGN website

• Thought leadership

• LinkedIn

• AGN Sharegroup

• Client / potential client sessions at conferences

• Webinars / videos

• Get involved!

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Sector BOBs• Why create an alternative

investment fund in Cyprus?• Calling overseas UK property

owners – critical tax changes

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Business

Objectives

Service Strategy

Product

Strategy

Market AssessmentIdentify critical European

sector categories based on;

• Existing client bases

• Skills base

• Potential client issues

that present opportunity

for AGN firms.

Sub sector

selection- Identify the top 3 sub

sectors within the category

eg for Professional

services: law, accounting

and architect firms.

- Begin to gather internal

supporting evidence and

corporate knowledge about

the sector.

Align internal

specialists- Identify an individual to

lead the development of

the sector

- Leader to pull together a

small development team to

follow this program.

- These people must be

prepared to be active and

must have a good working

knowledge of the issues

within the sector.

- Align marketing to support

the sector strategy

- Align research to support

the sector strategy

Short term response Medium term response

Leverage ‘source of sector

authority• Develop case studies from marquee clients

• Ensure case studies have client permission

and client endorsement (quote)

• Gather other citations and supporting

evidence from commentators and experts.

Capability statement- Draw together top 10 case studies into a sector

capability statement

- Cap stat is the document that shows off your

understanding of the strategic issues facing the

sector and how this manifests into practical client

problems that AGN can solve.

- The case studies illustrate your track record

Adapt existing materials - Create top 100 sector target list and allocate

- Create a sector landing page on main site

- Where possible adapt existing content and use

sector language, images, jargon

- Consider webinars, brochure-ware,

newsletters, SM content

Social media- Use a ‘curator’ strategy for social media - - ie

regularly target 100 with useful, related,

interesting content.

Client targeting1. E-mail researched relevant useful sector

content – with links to case studies –

regularly to clients and contacts

2. E-mail webinar invite – links to case studies

3. Follow up with SM – (link)

4. Follow up with telesales/appointment

5. Client visits and conversions.

6. Broaden sector contact database with

related contacts such as sector journalists,

non competitive specialists, sector

commentators.

Behavioral

Demographic

Industry

sector

Geographic

Intelligence gathering- Gather, analyze and distribute sector desk research to

sector teams

- Brief research agency to conduct profile research to:

- Understand key barriers to using AGN, competitor

activity, understand product life cycle, marketing that

will work, critical features and benefits.

- Use the research to further craft strategy.

- Train staff around this knowledge and how to use it in

targeting sector clients and prospects.

- Set up regular sector ‘alerts’ that provide practitioners

with the latest developments in the sector.

A longer term play- The following tactics are designed to deliver long term

credibility, assist with client engagement and provide tools

to use to follow up on any initial rejection.

Gaining credibility- How can AGN work with the XYZ client and/or the ABC

client/intermediary to develop useful positions, material,

value add content?

- Talk to trade associations to understand the issues in

the sector that might impact purchase of AGN services

- Co-brand (with sector trade association) a series of

sector guides and/or sector research highlighting these

issues and potential solutions

- Explore all appropriate channels with this content –

website, social media, webinar and seminars.

Strategic planning

Longer term strategies- Second staff into client organisations to gain greater

knowledge over time.

- Develop alliances with international sector brands that

carry credibility.

- Sponsor academic research, chair or professorship

within a global academic institution.

- Train key staff, transfer sector knowledge, form global

sales groups to share knowledge.

- Develop globally accessible bank of proposals.

- Invest in key staff with deep knowledge – fly them into

support country based sector development and client

targeting

BD objectives

Segmentation

strategy

Brand Strategy

Tactical response

AGN sector plan on a page

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Opportunities• Beacon Group

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Opportunities: Beacon Group (1)

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Opportunities: Beacon Group (2)

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Opportunities: Beacon Group (3)

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Opportunities: Beacon Group (4)

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Marketing now: The roles of big data’ and ‘digital’• Potential clients

• Piggybacking

• Website visitors

• Companywatch

• LinkedIn

• Crystalknows

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LinkedIn

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Crystalknows.com

• Profile

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Crystalknows.com

• Relationships

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Plans:• Sectors – crack on!

• LinkedIn – share experiences and ideas

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Thank you!

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Other• Tax Surveys

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What they believe

You can do

Telling the world

Brand Marketing

Focus

Things you

can do

Technicalexcellence

GreatService

TargetingPeople whoAre likely to

use us

Gettingon the

listWinningthe pitch

Providing the proof

Charts sample

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Tables sample