1. © U PSTREAM A CADEMY 2011 1 W ORLD C LASS T RAINING: G ETTING Y OUR F IRM O N T RACK P RESENTED BY S AM M. A LLRED, F OUNDER & D IRECTOR O F U PSTREAM A CADEMY A CADEMY FOR B USINESS D EVELOPMENT P ROGRAM I NTRODUCTION P RESENTED BY S AM A LLRED AND G RAHAM W ILSON

2. © U PSTREAM A CADEMY 2011 2 Before the recession, aggressively waiting for the phone to ring actually worked as a business development strategy. Times have certainly changed.

3. © U PSTREAM A CADEMY 2011 3 Firm leaders are focused now more than ever before on business development efforts, and for good reason. Change is sweeping our profession in the following ways: Senior partners highly skilled in business development—along with their key client contacts and best referral sources—are retiring in ever-greater numbers. C HANGES I N O UR P ROFESSION

4. © U PSTREAM A CADEMY 2011 4 Business leaders are requesting fewer services as they hunker down to ride out the recession. Escalating client attrition rates mean more and more new work needs to come in the door each year just to hold top line revenue steady. C HANGES I N O UR P ROFESSION

5. © U PSTREAM A CADEMY 2011 5 Competition for client dollars is intense, bringing a new wave of price cutting. Newer partners and senior managers (who have never sold during a recession) are being asked to bring in increasing amounts of new business. C HANGES I N O UR P ROFESSION

6. © U PSTREAM A CADEMY 2011 6 So what should be your plan of action? We believe one very wise course of action is to make sure your best future business developers have the opportunity to develop the skills, confidence and discipline needed to consistently bring high quality new work opportunities into the firm.

7. © U PSTREAM A CADEMY 2011 7 The Academy for Business Development is an intensive 18- month program for teaching vital business development skills to new partners and senior managers.

8. © U PSTREAM A CADEMY 2011 8 P RESENTATION R OADMAP 1.What makes this program unique? 2.Overview of the Academy for Business Development 3.Key dates 4.Questions and answers Email questions to sallred@azworld.com

9. © U PSTREAM A CADEMY 2011 9  W HAT M AKES T HIS P ROGRAM U NIQUE ?

10. © U PSTREAM A CADEMY 2011 10 Our sole objective is to ensure your future business developers have the skills, confidence, and discipline required to consistently bring high quality new work into your firm from new and existing clients. D ELIBERATE D ESIGN

11. © U PSTREAM A CADEMY 2011 11 The Academy is a work program. We believe in being appropriately demanding of participants to ensure they achieve their business development goals.

12. © U PSTREAM A CADEMY 2011 12 Training is delivered in digestible doses throughout the 18- month program. Individuals must be able to apply what they learn on a daily basis. Learning is continuous.

13. © U PSTREAM A CADEMY 2011 13 Our undeviating focus on principles and processes helps participants develop the skills and confidence necessary to grow the firm’s top line revenue.

14. © U PSTREAM A CADEMY 2011 14 The Academy helps participants recognize the very best prospects and successfully engage them as firm clients.

15. © U PSTREAM A CADEMY 2011 15 Knowing that poor follow-through is the number one complaint about almost all programs, we’ve built multiple levels of accountability into the Academy for Business Development. P RACTICAL A CCOUNTABILITY

16. © U PSTREAM A CADEMY 2011 16 The Academy requires a high level of accountability between participants and their guides and between participants and Academy faculty.

17. © U PSTREAM A CADEMY 2011 17 Our instructors, Graham Wilson and Sam Allred, have significantly impacted the development and growth of hundreds of public accounting firms around the world for nearly two decades. D EMONSTRATED E XPERTISE

18. © U PSTREAM A CADEMY 2011 18  O VERVIEW O F T HE A CADEMY F OR B USINESS D EVELOPMENT

19. © U PSTREAM A CADEMY 2011 19 Each ABD participant needs to have a guide. The guide should be a respected stakeholder in the firm. A partner may guide more than one participant. 1. P ERSONAL G UIDES

20. © U PSTREAM A CADEMY 2011 20 Guides will work with participants throughout the program and will hold them accountable for follow-through on their Personal Business Development Plans. Upstream Academy will provide guidance and support for ABD guides.

21. © U PSTREAM A CADEMY 2011 21 The guide will meet with the participant each month to review the most recent SkillBuilding Forum and to track progress on the Personal Business Development Plan. The guide will communicate monthly with the managing partner regarding the participant’s progress.

22. © U PSTREAM A CADEMY 2011 22 We believe many vital business development skills need to be taught face-to-face in an interactive group environment. Three 8-hour workshops will be held throughout the 18-month period (June 2011, January 2012, and June 2012). The workshops will begin at 2:00pm and conclude at noon the next day. 2. B USINESS D EVELOPMENT W ORKSHOPS

23. © U PSTREAM A CADEMY 2011 23 In addition to learning vital business development skills, participants will spend time at each workshop developing their 6-month Personal Business Development Plan.

24. © U PSTREAM A CADEMY 2011 24 Overview of 18-month program Compilation of first Personal Business Development Plan (6-month period) The selling and buying cycles The psychology of selling professional services Completion of a behavioral style inventory Cross servicing – increasing net revenue per client Essential time management skills Call to action – next steps for this marketing period W ORKSHOP #1 - A GENDA

25. © U PSTREAM A CADEMY 2011 25 Review of progress with cross-servicing clients Prospecting – how to fill the pipeline with qualified prospects How to ask relevant questions – based on SPIN Selling® Improving your listening skills Review of Personal Business Development Plan for next marketing period Call to action – next steps for this marketing period W ORKSHOP #2 - A GENDA

26. © U PSTREAM A CADEMY 2011 26 Building a strong referral base Learning when to say no Generalist versus specialist: the advantages of being an expert Advanced networking: it’s the small things that count Review of Personal Business Development Plan for next marketing period Call to action – next steps for this marketing period W ORKSHOP #3 - A GENDA

27. © U PSTREAM A CADEMY 2011 27 During the program, 14 one-hour conference calls led by Graham Wilson and Sam Allred will provide a forum for discussing vital business development skills. This helps participants broaden their knowledge incrementally and consistently over the full 18 months. 3. S KILL B UILDING F ORUMS

28. © U PSTREAM A CADEMY 2011 28 We will record each SkillBuilding Forum and participants will receive an audio CD after the conference call. The following slide lists the topics that will be covered. There will be no SkillBuilding forums in March and April.

29. © U PSTREAM A CADEMY 2011 29 Great Service, More Work: Connecting the Dots Recognizing the Best Prospects – And Why It Matters Asking Clients for Additional Business Positioning Yourself As a Consultant, Not a Vendor Preparing to Meet with a Prospect Differentiating Your Firm in the Marketplace Developing C-Level Clients into A-Level Clients The Art and Science of Effective Sales Negotiation Getting the Business (Closing Effectively) Making Persuasive Presentations Networking: Becoming an Expert Overcoming Setbacks and Learning from Failures Dealing Strategically with D-level Clients Proposals: When to Use them and When Not to Use Them Graduation: Discipline for the Rest of Your Career S KILL B UILDING F ORUM T OPICS

30. © U PSTREAM A CADEMY 2011 30 All participants will set specific business development goals they are accountable to achieve. Plans will be fine-tuned with new goals for each six-month business development period. 4. P ERSONAL B USINESS D EVELOPMENT P LAN

31. © U PSTREAM A CADEMY 2011 31 Accountability check-ins will happen at the following levels: Participants will meet with their guide each month to report progress on their Personal Business Development Plan. Guides will report participant’s progress to managing partners on a monthly basis. 5. A CCOUNTABILITY C HECK -I NS

32. © U PSTREAM A CADEMY 2011 32 Academy faculty will hold bi-monthly group conference calls with groups of ten or fewer participants. Academy faculty will schedule a personal phone call with managing partners every six months.

33. © U PSTREAM A CADEMY 2011 33 Upstream Academy will recommend CPE credit based on the level of participation in this program. 6. CPE

34. © U PSTREAM A CADEMY 2011 34 Like everything we do at Upstream Academy, this program is unconditionally guaranteed to your full satisfaction. If you are not completely satisfied, we will, at your option, either waive your fee or accept that portion of the fee that reflects your level of satisfaction. 7. U NCONDITIONAL G UARANTEE

35. © U PSTREAM A CADEMY 2011 35 The investment for each participant is $9,000 ($7,500 for UAN members). This fee represents the total 18-month cost of the program, including the participant’s registration at each workshop. The only additional cost will be travel, lodging and meals at the events. 8. I NVESTMENT

36. © U PSTREAM A CADEMY 2011 36  K EY D ATES

37. © U PSTREAM A CADEMY 2011 37 Deadline to Register — June 1 ABD Business Development Workshops June 23-24, 2011 — ABD Workshop #1 - Las Vegas, Nevada January 10-11, 2012 — ABD Workshop #2, Las Vegas, Nevada June 19-20, 2012 — ABD Workshop #3, Park City, Utah Guide Calls (10am Mountain) July 20, 2011 January 19, 2012 July 18, 2012 K EY 2010-2011 D ATES

38. © U PSTREAM A CADEMY 2011 38 ABD SkillBuilding Forums K EY 2011-2012 D ATES 2011 July 21 August 25 September 22 October 20 November 17 December 15 2012 January 26 February 24 May 24 July 26 August 8 September 20 October 16 November 20 December 18, 2012 ABD Graduation Class of 2012

39. © U PSTREAM A CADEMY 2011 39  Q UESTIONS A ND A NSWERS

40. © U PSTREAM A CADEMY 2011 40 Thank You! sama@upstreamacademy.com grahamw@upstreamacademy.com