Five Questions you Must Ask in your Next Prospect Meeting TIAG/TAGLaw May 31, 2017 Presented by Art Kuesel

Art Kuesel, President Growth Plan Development/Implementation EXPERTISE (Cont.) Growth Plan Development/Implementation Keynotes on Growth Trends Sales & Marketing Recruiting STREET CRED Top 100 Most Influential Person in Public Accounting In-house and external experience Clients include scores of T250 Firms including a third of the T100 Frequent writer and blogger for Accounting Today Accomplished speaker and presenter on growth trends EXPERIENCE Sales Executive 3 years inside $60M CPA firm 5 years inside $25M CPA firm 6 years at PDI/Koltin Consulting 4 years at Kuesel Consulting EXPERTISE Sales/BD Coaching Sales/Marketing Training

Today’s Workshop Baseline Assumptions Five Questions Sample Value Propositions Resources/Tools 3

Baseline Assumptions

Baseline Assumptions You’ve “pre-scoped” the opportunity and confirmed it’s a viable opportunity You understand the prospective client needs (what they think they want) You’ve done research on the prospective client company and buyer(s) You have begun to establish rapport by finding commonalities You have scheduled a face to face meeting to explore the opportunity together

Question #1

What do you like about your current provider? Question #1 What do you like about your current provider?

Why: Question #1 Find out what they like – so you can deliver these same things Consistent team over the years They will usually also tell you what they DON’T like – so you can make sure to avoid these characteristics at all costs Late deliverables

Value Propositions: Question #1 Liked: Consistent team Retention rates 30% higher than national firms, giving you a more consistent client team Problem: Late deliverables Comprehensive timeline and pre-planning process increases mutual understanding of deadlines and responsibilities

Question #2

Question #2 What is most important to you in your relationship with a professional services provider?

Why: Question #2 Understand, acutely, what they value most from you, so you can deliver it. Proactive counsel/advice from senior team members on the account Face time throughout the year Fixed fees (no nickel and diming)

Value Propositions: Question #2 Liked: Proactive counsel/advice Liked: Face time throughout the year Quarterly meetings with management to discuss business issues/opportunities Liked: Fixed fees All-Inclusive fees within scope

Question #3

Question #3 How can we help your business be more successful: what’s keeping you up at night?

Why: Question #3 Understand, what other high priority issues are of concern. These may have little to do with your services, but you can usually help nonetheless. Global trade agreements affecting supply-chain Talent retention Taxation in new markets

Value Propositions: Question #3 Concern: Global trade affecting supply-chain Introduce your supply chain consulting partner (or introduce to a connection/referral source within TIAG/TAGLAW) Concern: Talent Retention Introduce to your HR Director, consultant, or TIAG/TAGLAW resource Concern: Taxation in new markets Introduce to International or SALT tax resource in your firm or TIAG/TAGLAW resource

Question #4

Who else are you considering? Question #4 Who else are you considering?

Why: Question #4 Understand, who you are competing against. You usually know their value propositions, strengths and weaknesses. Larger firms Smaller firms Boutique firms Non-traditional competitors

Value Propositions: Question #4 Competition: Larger Focus on your broad capabilities but strong focus on client service Competition: Smaller Your strong focus on client service, coupled with broad capabilities Competition: Boutique Your specialization and acute expertise, coupled with broad capabilities

Question #5

Question #5 How will we be evaluated and who else will be involved in the decision?

Why: Question #5 Understand, the decision making process and everyone involved Participants You’ll want to meet everyone involved if at all possible Process Will there be two rounds of consideration? An orals presentation? Can we present at a board meeting? Timeline Next week, next month, next quarter? So you can plan accordingly

Value Propositions: Question #5 Competition: Larger Focus on your broad capabilities but strong focus on client service Competition: Smaller Your strong focus on client service, coupled with broad capabilities Competition: Boutique Your specialization and acute expertise, coupled with broad capabilities

Tools and Resources

Tools & Resources www.kueselconsulting.com/TIAGTAG 27

Thank you! For tools, resources, and a monthly blog subscription on marketing, sales, and growth topics go here: www.kueselconsulting.com Or contact Art: art@kueselconsulting.com 312.208.8774