1. Transform Client Relationships from Transactional to Consultative

2. www.xero.com Ian Vacin Vice President, Marketing & Product Who am I? Mobile:510-517-6267 Email:ian.vacin@xero.comian.vacin@xero.com Skype:ianvacin Twitter:@ian_vacin

3. www.xero.com Introducing Xero Global leader in online accounting Customers in 100+ countries, doubling year over year 300+ staff spread across NZ, AU, UK and US (San Francisco, Austin, Atlanta) Processed over $120B of transactions A new release every 6 weeks Unlimited users, with different roles Bank feeds from 5,000+ institutions

4. www.xero.com Customer acquisition 110,000 First 50,000: 5 years Second 50,000: 10 months

5. www.xero.com Steve Chaney, CPA Owner, Chaney & Associates Who are the Panelists? Has served in the accounting field since 1996 Leverages technology as cornerstone for Chaney & Associates Hand picked to sit on a roundtable of thought leaders for cloud based technology Michelle Long, CPA, MBA Owner, Long for Success ’10 Women Who Inspire a Profession’ by Accounting Today Worth Watching Accounting Blog by Accounting Today Small Business Influencer Community Choice Winner by Small Biz Trends

6. www.xero.com Transforming Client Relationships Phase 1: Identify the right opportunities Phase 2: Setup the relationship Phase 3: Be the trusted advisor Phase 4: Increase your value-added services

7. www.xero.com So where are we headed?

8. www.xero.com Listen: What problem are they trying to solve? Understand: Ask questions about their business Decide: Is it worth taking this engagement? Phase 1: Identify the right opportunities RIGHT CLIENT SITUATIONS -Looking for greater efficiency -Looking for more financial flexibility -Looking to grow/change -Tech savvy WRONG CLIENT SITUATIONS -Client is not open minded -Client only wants one service (write-up) -Not looking to change their business practices

9. www.xero.com Educate: Articulate the value of working with you Demonstrate: What tools you use & how it works Communicate: Be clear on services, prices & ownership Phase 2: Setup the relationship EDUCATE -Value of being the trusted advisor -Benefits of the cloud -Financial responsibility and flexibility COMMUNICATE -Bundled, monthly services -Do it on their own DEMONSTRATE -How it works -The tools Xero provides

10. www.xero.com Train: Set client up for success Deliver: Be sure client “ask” is satisfied Support: Be proactive, not reactive Phase 3: Be the trusted advisor Build trust “Being there to train and support the client has become a very important part of our business. We build the trust in the relationship and in turn we have now become a very important part of their business.” Lisa Callaghan – Interactive Accounting

11. www.xero.com Analyze: Leverage your inside knowledge & skill Delight: Over-deliver; “Sample” your services Recommend: Serve up services as appropriate “As accountants, value is not putting the client into a bucket but being their advisor. We add more value to the client by not being someone who just always looks at the numbers.” Jody Padar – New Vision CPA Group Phase 4: Increase your value-added services

12. www.xero.com Recap: 12 steps to consultative engagements Phase 1: Identify the right opportunities Listen -> Understand -> Decide Phase 2: Setup the relationship Educate -> Demonstrate -> Communicate Phase 3: Be the trusted advisor Train -> Deliver -> Support Phase 4: Increase your value-added services Analyze -> Delight -> Recommend

13. Example: Write-ups “Using the old method, I was spending 8 hours just on tax and accounting work. With Xero, I have cut the tax and accounting work down to 4 hours and spend the other 4 hours on advisory value-add services.” Jody Padar – New Vision CPA Group

14. Leverage the “single ledger” A collaborative approach to accounting For the advisor For the client General ledger Management reporting Annual reporting Fixed assets Invoicing A/R A/P Sales tax Expense claims Contacts Share d data AUTOMATED DAILY BANK FEEDS

15. www.xero.com

16. Listen: What problem are they trying to solve? Understand: Ask questions about their business Decide: Is it worth taking this engagement? Educate: Articulate the value of working with you Demonstrate: What tools you use & how it works Communicate: Be clear on services, prices & ownership Train: Set client up for success Deliver: Be sure client “ask” is satisfied Support: Be proactive, not reactive Analyze: Leverage your inside knowledge & skill Delight: Over-deliver; “Sample” your services Recommend: Serve up services as appropriate Recap: 12 steps to consultative engagements

17. www.xero.com Questions? Try for free at: www.xero.com/signup Become a partner at: www.xero.com/partners www.xero.com

18. Appendix

19. www.xero.com … Steve Chaney, CPA

20. www.xero.com Michelle Long, CPA, MBA