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

2. 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

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

4. Baseline Assumptions

5. 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

6. Question #1

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

8. 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

9. 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

10. Question #2

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

12. 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)

13. 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

14. Question #3

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

16. 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

17. 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

18. Question #4

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

20. 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

21. 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

22. Question #5

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

24. 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

25. 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

26. Tools and Resources

27. Tools & Resources 27

28. Thank you!
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