. . . some have called it the Holy Grail

1. Protect and increase your client base

2. Gather valuable data about the service you provide

3. Generate requests for more business from happy clients

4. Appropriately gain referrals and testimonials

Our most powerful customer protection programme

www.salesforaccountants.com by Insight25For over Yrs

Trusted by Accountants

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A unique service to help retain clients and grow your firm

This unique customer care process has been developed over our 25 + year history. Most firms quickly grasp the value

of the customer survey process, which fits with most firm’s natural strengths, capitalising on the relationships built with

customers, often over many years. One firm called it the holy grail for accountancy firms.

A customer survey is the only means by which an accountant is likely to get a true understanding of the likes and

dislikes of their customers. This customer feedback along with a unique benchmarking report is the driving factor for

firms to make suitable changes that often impress customers further. Repeat business and new business opportunities

arise when your customers trust you and share this with others – this survey process achieves just that.

Some more good news about this special service:

• This is a low cost, high return service

• It requires almost no effort on your part – we do all the work

• It protects your customers at a time when competition is high

• It gains highly valuable feedback

• Receive a benchmark report of your performance against others

• Generate requests for more business

• Gain referrals and testimonials from happy customers

• Win new clients from referral opportunities

The process itself will impress your customers

When we started this process, a benefit we did not anticipate, is how valued customers feel when they are written too,

called and have their feedback genuinely listened too. People love to talk about themselves and what’s going on in

their experience. This system enables them to share what’s working and what might be improved. A regular comment

made by accountancy firm’s customers is “What a brilliant idea this is, it’s something we should be doing with all our

clients’’. That’s a reflection on how positively they view the process of sharing their feedback.

You will find further information about the holy grail system in this report – to start simply call 0800 8030826.

Warm regards

Joel OliverJoel Oliver

97% of clients would happily recommend their accountants. 96% have never been asked to.

Mark Lloydbottom - Clients for Life

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www.salesforaccountants.com by Insight

Customer Satisfaction survey

3

5//

11//

11//

4// Brief Summary

Introduction

5// Case Study

A selection of case studies

7// A Five Step Process

Five step process.

8// What will it give you

11// Frequently asked questions

Who makes the calls, Expected

Results, Guarantees ...

13// Powerful 1:1 Marketing

Performance Consultation

For your practice with our

compliments.

14// Values

Happier clients

Contents

Comments from North East Accountancy award winners 2010 and Accountancy Age finalists 2010

Having worked with Insight for over 10

years we can comfortably say they have been

instrumental in the success of our practice

and have supported our firm exceptionally

well. We cannot recommend Insight highly

enough. David and his team are fantastic

presenters and their assistance over the

past 10 years has been the key to our firm’s

growth.

Thoburn £ Chapman

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Brief Summary

What is it?

This is an advanced customer satisfaction programme, pioneered by Insight to help you grow by working on your

customer base. We write to and then telephone your customers to carry out a highly professional call that has many

benefits both to your practice and the customers that we call.

How does it work?

We sign an NDA or similar, and you provide us your client list (see page 11) along with any specific data we jointly

agree is necessary. Our caller will talk through this list with you before starting your calls. Prior to any calls being made

a letter is sent out (which we write for you) informing your customers that they will receive a special customer care

call. We then carry out the phone calls asking a list of specific questions (which are pre-agreed). Any urgent feedback

that requires your immediate attention is passed across to you in real time, all other feedback is then documented and

provided in your full report.

How much does it cost?

This is a customised service to suit your budget, size of customer base and your firm’s capacity. A typical campaign

requires an investment of £6,000 to work through a database of 200 customers. Please note: not all will be spoken.

This investment includes:

• Full briefing with account manager

• Handling of client data + pre and post campaign management

• Up to 8 days calling your database, including generation of testimonials and referrals

• Live feedback and individual client action where required

• Full report, notes and benchmarking summary

• Executive summary with recommendations

All calls are carried out by one of our senior telephone speciailists who will call either using your firm’s name, or a third

party. This means you have one of the country’s most experienced accountancy telephone specialists working on your

database. What’s more when we generate a referral if you want, we will follow it up on your behalf (if you wish) and

arrange an appointment.

What return will I get?

Most firms grasp this service and its value very quickly, one described it as “protecting your customer base” another

said “so basically it’s free!” and it is both of these. Typically our role is four-fold and this is what leverages such great

returns from a small investment. Most firms get their value back from the report, let alone combined with other factors.

• Handling customer complaints, and retaining customers that are considering leaving

• Where appropriate, sensitively offering additional services your firm can offer

• Gain referrals and testimonials from happy clients which we then follow up for you

• A highly valuable report with full feedback and benchmarking summary

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Customer Satisfaction survey

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Case study from a specialist firm

“James Magee engaged Insight to deliver a powerfully simple customer satisfaction survey to our client base. At the

outset it was agreed that the campaign would have 3 key objectives:

• We wanted to gain independent feedback from our clients about the perceived quality of service we were

delivering. We like to think we are doing a good job but very rarely ask a client directly and specifically.

• Where the customer approached was happy and singing our praises we wanted to create opportunities for

them to request further or additional services from us.

• Something we knew we should do but find so hard to make the time to do it – request referrals and testimonials

from happy, cared-for customers.

I have to say that I found the entire service provided by Insight to be excellent in all areas: from the offering; the delivery;

the pleasant service; the positive feedback I’ve had from clients; and from the potential return on investment we stand

to make.

By getting an independent organisation to pose the question I feel that 3 distinct benefits have accrued. Firstly clients

are very pleased and impressed that we’ve taken the trouble to ask them for their views. Secondly the feedback

will enable us to make a couple of simple changes to our operation that will make a big difference to the way clients

perceive what we deliver. And finally the independent confirmation of the aspects of our work that clients truly value

means that we will have greater confidence to charge properly for such work in future.

The entire process has enabled us to focus on our customers, gain great feedback and help protect our client base.

I believe this will more than pay for the exercise before looking at any new business opportunities generated. Many

new opportunities have been created for us, and at present I am projecting a 7 x return on our investment with

Insight. What’s more, its addressed a key area of practice management with almost no time needed from key staff.

Expectations surpassed”

Brendan Magee - Principle

Case study smaller growing practice and AVN Firm of the Year

AVN FIRM OF THE YEAR Calcutt Matthews engaged Insight. The approach was simple, deliver this proven sensitive

programme to a select number of customers, gain valuable feedback for the firm and crucially create upsell opportunities.

Most notably, they were able to generate well in excess of their investment from the ‘upsell’ opportunity alone. They

were also able to indentify clients, where action was needed to safeguard retention. Referrals were asked for and the

client felt they had received genuine value. This process showed a direct ROI and we were able to congratulate Calcutt

Matthews as they won AVN Firm of the Year at the national conference in October 2010.

“The work done by Insight has been excellent albeit on a deliberately fairly small campaign. The

real value to us is in the clever structuring of the questions to elicit response. The summary report

and assessment provided by the team gives real value. The whole campaign has been more than

paid for by a couple of pieces of work that were sold by Insight on the up-sell.”

Calcutt Matthews – Senior Partner

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“How many times have you called one of your clients, checked they are happy, offered a new service to them or asked for a referral?”

This unique Holy Grail process is designed to give your practice:

• Visible and deliberate customer care: proof that one of your core values is being put into practice. In short, by

contacting your clients we will help to increase, improve and safeguard CLIENT RETENTION while at the same

time gain valuable feedback. This has two significant benefits:

A) Understanding why customers use your firm and what they like about it. This will enable all future marketing

to be developed on the great things you do.

B) No firm has 100% happy clients and in the current market retention is vital. By effectively handling a

complaint, we can nip problems in the bud, before unhappy clients leave.

• The ability to talk to existing clients about additional services you have available, enabling them to REQUEST

further information on these services or to request a meeting to discuss them face to face. This is a subtle and

powerful difference to the normal ‘sales’ process.

• More new clients: as the process has been designed to deliver testimonials, referrals and appointments with

prospects, all you need to do is turn up at the meeting and convert the referral into a client. This plays to most

firms’ strengths as they are normally successful with these kinds of appointments.

• A list of exactly which clients are interested in buying which additional services: This makes your cross-selling

efforts highly effective.

• A COMPREHENSIVE REPORT: At the end of the campaign you will be presented with a report that gives you:

Happier clients Improved client retention Promote additional services

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Customer Satisfaction survey

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A proven step by step process

Step 1 – You provide Insight with a list of clients from your practice

Step 2 – Insight makes customer care phone calls to your nominated clients.

Step 3 – If a client is unhappy:

We will tell you immediately so you can address the specific problem. We also use a “service recovery”

process to ‘super-please’ your clients, offering them something extra at no charge from a pre-agreed list.

Step 4 – If a client is happy

• We will ask for a testimonial.

• We will ask for a referral and then contact that referral, qualify them and arrange an appointment

for them to meet you.

• We will also ask your client a series of pre-agreed questions, designed by Insight, which identify

the additional services that are most relevant to that client. For example a business strength

review, advanced tax planning, a meeting with a senior partner, wealth management, exit

planning, tax credits etc.

• We can arrange a meeting between you and any client who is particularly keen to explore

something further.

• Request backlinks to your website.

Step 5 – We provide you with a report containing the following:

• A benchmark score for your services

• A pack of testimonials

• A number of appointments with prospects

• A number of appointments with clients who are keen to explore one or more related issues

• A list of referrals who have not yet agreed to a meeting, but which you can follow up at a later date

• A list of clients who are interested in additional services

• A full list of up-to-date email addresses for all clients contacted

Gain new customersGenerate referrals RESULT!

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Using Insight, you can take advantage of the following:

Gain high quality feedback from customers

We ask a number of polite and professional questions to ascertain how happy clients are with the service provided

by you. We encourage positive feedback which may be used as quotes or testimonials in other material - and we

encourage complaints. According to extensive research, more than 95% of people who have had a bad experience

with a firm, don’t complain. However, through our unique process, if a client has a problem they will share it with us.

Our team are trained to handle these calls, and will provide feedback to you ‘same day’, so you can choose how to

respond. This process gains referrals, draws out complaints and increases customer retention.

Identify new opportunities

Prior to making any calls we hold a detailed briefing to agree what we are promoting and why. Typically we find clients

are not aware of what additional services a firm can offer so we have a great opportunity to generate more business

from your existing client base.

Generate more referrals

Every partner knows that when it comes to referrals, the No 1 rule is to ask for them! Equally well known is that very few

partners are comfortable asking for referrals and consequently don’t! Even those who are more comfortable asking,

rarely get around to it, as they are focused on delivering to existing customers. The result is a trickle of referrals rather

than the constant flow which an active strategy would produce.

Set appointments with referral opportunities

Once a referral has been achieved we are in an excellent position to approach the contact by phone and professionally

explain the context of the call. The result is often either a lengthy conversation with a follow-up call arranged or a

meeting booked for a senior partner to attend.

Benchmarking report backlinks

The primary goal of The Holy Grail system is to improve client retention, gain new business through existing customers

and generate referral opportunities. In addition, we provide a basic benchmarking report which identifies your perceived

strengths and weaknesses in areas of Pro activity / Timeliness / Accessibility / Value. If there is something else you

would specifically like to know we may be able to build this into the feedback process.

Backlinks

In this digital era, backlinks are vital in order for Google to rank your site highly – links from another website back to

your own. You should already have links from local directories, regulated bodies and suppliers. Another great place

to gain backlinks, is from existing customers. If requested we can ask happy customers to provide a link from their

website to yours and generate referral opportunities.

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Customer Satisfaction survey

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Frequently asked questions

Q: Who makes the telephone calls?

All Holy Grail campaigns are run by our Telephone Specialists

(TS). Each TS has undergone intensive training regardless

of the amount of past calling experience. Their training is

also continued through quarterly seminars, keeping them

up to date with new techniques and methods. Thanks to

our extensive involvement in sales and marketing training

around the world over the last 25 years, many of these techniques have been pioneered and tested by our own teams.

This means you can be sure that the TS assigned to your account is a highly trained individual who knows exactly how

to represent your firm in the most professional and productive manner without the use of a script.

Their role is to help you secure new business. They are highly experienced on the telephone and have been handpicked

for their skills. Your TS will achieve on average 40 -50 telephone calls per day and (if required) will contact you at the

start and end of the day, to gain feedback and to chat through the results.

In short, we’ll help you generate new business, that’s exactly the right ‘fit’ for your firm.

Q: What are the expected results?

The reality is that there are multiple variables when it comes to implementing The Holy Grail for your firm. Each of these

may well make a positive or negative difference to the results you experience.

These are:

• How happy are your clients with your services?

• Are they comfortable providing a testimonial or referral?

• How frequently have they received marketing material in the past?

• The strength of the offer available and the quality of the services we can discuss with your client

• The number of clients available to call and their size/profile

We GUARANTEE…

Your pilot campaign will provide you with the following:

• Improved client retention

• An opportunity to handle complaints professionally

• Promote additional service (s) to your client base

• Gain testimonials where clients are happy

• Request referrals from satisfied customers

• Provide you with a comprehensive benchmarking report

• The Maths of Selling that give you clear numbers on which you can base future activity and investment

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Q: What happens to our client database?

A common question we are asked is how can you safeguard our customer database? Your client list is one of your

most valuable assets, so allowing us to contact your customers is a considerable responsibility and one we take very

seriously. We have a safe and proven process for managing all our customer databases. We are also very comfortable

signing a NDA if you would find this helpful.

Q: What experience does Insight have?

Insight was founded over 20 years ago by well-known author and philanthropist, David Oliver. David has grown a

number of firms, which he has either sold or continued to develop. He is one of the most sought-after sales and

marketing presenters and trainers in the UK. David’s vision for Insight is as clear today as it was 20 years ago: To help

practices grow, and to realise the potential of the business owners and the people they are responsible for.

Since Insight’s formation, David and his team have been instrumental in training some of the leading sales and marketing

teams in the world. Insight’s prestigious clients include Microsoft, HBOS, Lloyds, B&Q and Mitsubishi ACCA, UK 200,

AVN, MGI, Morrisons International and MHA .

This management team and staff, are currently serving a range of UK accountancy firms from sole practitioners to

top 20 firms. Insight has an excellent reputation, for its honest approach to tactical sales and marketing that delivers

measurable results for accountants.

Q: What questions do you ask?

Our team is trained to hold intelligent, professional conversations with your clients’ senior decision makers. Therefore

each call is completely unscripted. We do not follow a prescribed scripted format on calls, robotically going from one

question to the next. Our approach is always to agree the big picture and then to ask relevant questions so we can

understand:

1. Is the client happy or unhappy?

2. Why?

3. What else might they like to receive from you?

4. Are they willing to provide a testimonial or referral?

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Customer Satisfaction survey

11

Q: Is there any risk?

Of course, there is always risk in any communication

with clients, but we believe our 20-year experience in

dealing with accountants’ clients - now condensed into

the unique Holy Grail process - minimises that risk to

acceptable levels, and no questions have been raised in

twelve months to date running this system

Q: What about the Data Protection Act?

We are registered to work with our customers’ data in

accordance with the Data Protection Act, so everything

is legal and above board. All of your data held on our

files, will be returned to your firm, upon completion of

the work we undertake on your behalf. We do not keep

a copy of your data files.

Q: what are the pilot, timings and costs

We normally test The Holy Grail on a small pilot

campaign, which is designed to suit your budget, size

of clients and growth objectives. A typical test campaign

requires a minimum investment of £6,000 which enables

our team to professionally call, handle and manage

a pilot database of between 150 – 220 customers

depending on the number of questions being asked.

All your calls will be carried out by one of our senior

Telephone Specialists (TS) who will call on your behalf,

(either using your firm’s name or as a third party). This

means you have one of the country’s most experienced

accountancy TS working on your customer database.

This activity includes up to 10 full days of our time

making these calls, referral generation and follow up,

pre and post-campaign management, plus a full report.

Fantastic news! The above are now a client of

Spofforths, fee £10,800 per annum (£900 per

month pa). Hopefully the first of many more

conversions! Spofforths

The work done by Insight has been excellent

albeit on a deliberately fairly small campaign.

The real value to us is in the clever structuring of

the questions to illicit response. The summary

report and assessment provided by the Team

gives real value. The whole campaign has

been more than paid for by a couple of pieces

of work that were sold by Insight on the up

sell. Calcutt Matthews

We have used Insight for over 3 years to assist

with our practice growth and new business

generation. Over this time they have delivered

great results, helped us win some cherished

customers and help us focus our sales and

marketing efforts. Their focus on quality

means we take new opportunities they create

very seriously and they are a great use of our

senior team’s time. We have no hesitation in

recommending their services. Direct Control

We have used Insight to carry out direct

marketing and lead follow up for a selection

of our firms. The service we have received has

been very professional and has resulted in

some good leads being generated. I would be

happy to recommend Insight. AVN

BUT DoES IT WoRk?

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Honesty We believe in being up front, honest and open, even if at times the truth can hurt or lose you customers.

Giving Everyone within our business has a giving nature and provides assistance where possible to those less fortunate. Desire We have a genuine desire to develop win-win relationships with partners. Challenge We believe that just as “iron sharpens iron” one man can sharpen another. By positively challenging both the accepted norm and the goals, results and strategies used, we believe we can develop market-leading solutions. Inspiration We look to inspire others through the use of creative design. Dedication Appreciating that challenges will come, we are dedicated to our partners and to achieving the goals that we agree together. Fun We believe in a philosophy of ‘work hard - play hard’ and enjoy both. Share We are an open book and are willing to share our ideas, thoughts and resources freely with others who share our values. Serve Ultimately we exist to serve our customers. Excellence We want every customer to be successful and we go the extra mile to ensure that this is achieved. Environment We are accountable both ethically and commercially for the environment. Therefore we operate with a unique ‘green policy’ working towards being carbon neutral and encouraging others to do so. Learning We continually learn and improve. We accept that this may cause mistakes – sometimes major ones – that we will tackle and overcome together. Vision We work with selected partners towards developing and sustaining best-in-class digital marketing solutions, with the aim of generating a regular flow of new business at a controllable rate.

Our ValuesThese are the values we aspire to. We don’t get it right all the time but it is our intention to do so as often as possible.

In all areas of our business these values are known and consistently worked towards.

UK 0800 803 0826

Europe +44 (0)1256 896239

USA 1-(800)-542-0602www.salesforaccountants.com by Insight