Hi, welcome back. I'm Darren Root and we are in Episode 5 or Session 5 of your account in connect certification. I've got Rhonda Shurter back with me again. Hello, Rhonda. Hey, Darren. I'm really excited to talk about this particular episode, Rhonda, because I'm passionate about it, just like you are about the whole account and connect platform. In this section, we're going to talk about going beyond just and I use that word just and probably shouldn't, but going beyond just payroll business with additional services. I like to think of this, Rhonda as more of a holistic payroll business. When I started in the profession, the concept of our payroll offering was just producing payrolls, and did that for years. I think an awful lot of firms fall into that category still today. They're fulfilling a need, which is definitely a great need. But there's so much more and there's so many more opportunities. What I mean by going beyond just payroll business with additional services, we're going to talk about, one from a holistic perspective, you may be an ADP run for partners. Did I get the name nomenclature right there? Yes. I like to call it ADP run wholesale. But that may be the core product inside your firm that you're using from ADP. But as we mentioned really early on in Session 1, you've got to think about all your clients. Every client is not going to fit, maybe end up that particular bucket. You may have mid-market companies. You may have clients that need a PEO. You have holistic in that you want to be able to serve all of those different clients. In addition to that, you want to be able to offer products. We'll talk more about what a product is here in a minute Rhonda, but you want to offer a more holistic product offering whether that maybe is retirement investments. Maybe it's the timekeeping system or workman's comp. A holistic payroll practice is being able to serve all your clients with the right payroll level and then offering those clients a range of solutions. That makes sense? That makes sense. I'm excited to hear your perspective on this, Darren, because I know that this is an area of passion for you, is how can you look at things differently, and turn it into a product for a firm and how they can grow their firm using that newly created product that their firm can offer. Again, just historically, firms that I've talked to they look at their firm as is providing a service. They wait till a client, reaches out to them and they say, Oh yeah, I can provide that service. The way the firm goes about that traditionally is they reinvent that wheel with every client that comes to them and ask them that question. They start the process over again. They don't have a standardized product. You know what I mean? Yeah, I do. Instead of taking a step back and saying hey I typically do this for five out of 15 of my clients maybe I should formalize this, right? Let's just talk a minute about what is a product in the sense that we're talking about. To me, a product is saying, here is a service, if you will, that we as a firm like to deliver, let's just say it's the processing of payroll. That's the product that we're talking about. It's just that biweekly or getting your payroll out to you and making sure that that happens. Well, whenever you talk to a prospect or you're onboarding a new client, ideally, you want them all to do the exact same thing as the other clients that you have. This is the concept of productizing that and to me productizing is standardizing, Rhonda. It's standardizing the tools that you're going to use. The offering that you're going to make, why not have a, I would call it a sales presentation, you may call it a client education piece, but why not have a whatever tool you use, PowerPoint or Keynote or whatever it, why not have a standardized presentation? It may only be 3, 4 or 5 slides but here's how we, as a firm, offer payroll. It's direct deposit. You get to your paychecks on a mobile device. We do it every two weeks. Here's how we price. Just standardize the process. Here's how we onboard you into our system. It's the standardization of all that Rhonda, and even with a proposal tied to the end with who's going to be on the client service team. It' s turning that by the weekly payroll into something that you can pull off a shelf and say here's how we do it, and you can standardize that across clients. Does that makes sense? It makes a lot of sense and it's something I've been hearing a lot, and when I'm out talking to firms. The more that you can standardize, the more you save time and you can efficiently onboard new clients and run them through your different services, in a very efficient way and very formalized way. What I'm passionate about firms doing, Rhonda is figuring out what all of those products are they want to sell. This is not an infinite number, it's a finite number. Your firm might decide, hey, we want to sell biweekly payroll. We want to sell maybe retirement planning services. Maybe you want to have a product for timekeeping. Maybe you want to have a product for workman's comp. Again, we defined a product is just looking and saying, What I'm I going to offer? What's the solution I'm going to use? How I'm I going to deliver that? How I'm I going to educate my customer on that? How I'm I going to get them to sign a proposal? We're just standardizing that so you can pull it off a shelf. It's looking across your payroll practice and saying what all those things I want to sell. Make a list of them. Just make a list of all the things that you have to sell. Then let's go down through. This is one of the things that we do in Rootworks we help firms figure out how to create products, and in many cases, we create those sales enablement materials and the proposals and all that stuff for firms so that they can standardize. Because I get that most firms feel like they don't have time to create these products, Rhonda, and yet they reinvent the wheel every time, which takes much longer. If you just spent the time to create the product once and use it over and over, it seems to me like that's the way to go. Exactly. It resonates with how I built my products which include account and connect. We put a lot of thought into it. I've tried but it lasts for a lot of fast efficiency going forward. I think let's just start with the analysis tools screen Rhonda. When we look at client insights, it gives us a good place to start by just looking and seeing what our clients are buying from us today. Exactly. You can see in a quick snapshot, what ADP products they have across all of your client bases. For example, you may look down the list and say, "We love having workers compensation integrated with payroll and having it all with ADP just makes it really easy." You can quickly take a look at your client list and see where you might have a gap and closing that gap and adding that to all of your clients with ADP is going to help make your firm more efficient. You can use this area to identify gaps to further streamline how you support your clients. Again, this may be a little bit of a mindset shift for a lot of firms because firms, again historically have been reactive in nature. They wait for somebody to come in and say, "Can you help me with my workman's comp?" Your firm may say yes or no. This flips that on this on its head, Rhonda, and it says, here's a screen that tells you that this client is not leveraging your workers comp product. Again, we defined what a product was. This gives us the Client Insight that says, this client is not leveraging the product that we're offering as a firm. That's an opportunity to reach out to that client and educate them on the product that you have. Remember, you're just pulling that off the shelf and you can reach out and you can educate them on that. They may say no, but they may say yes. Ultimately what. A holistic fully implemented payroll practice would be selling hopefully payroll services, the human resource services, the timekeeping services, workman's comp services, potentially the group health and retirement plan. If you had a client that was doing all of those things, that is a great client. But that stuff doesn't happen by accident. You have to be proactive, and this screen allows you to do that. Does that makes sense? It does make sense, and I think another key data element on this screen is the number of employees as well. If you're keeping abreast of compliance things and you notice employee trends and they crossed a specific employee threshold, it may make it a requirement that they have some of these additional services like a retirement plan. There's critical pieces of data here that can help you round out and be trigger points to promote those products. If you want to be a star inside your firm, help your firm productize their offerings. That's what I would say, Rhonda, because I think that's the future of efficiency and effectiveness in leveraging technology and client satisfaction in the profession, so client insights is a great place to see what clients are using. Before we leave this screen, Rhonda, or this section, I would also say there's lots of other things that could be productized beyond the payroll, the human resources, the time and so on. You could productize the compensation benchmarking. You can have a product that's compensation benchmarking, and you could produce a report to your clients with some compensation benchmarking in there. Or you can have a product around industry insights, maybe it's a product and say, hey, here's something we offer. We offer it as a free service to you or we charge for this service or whatever. Whatever works for your firm. But this whole analysis tool section, as I mentioned in Session 4, is designed to give you insights so that you can develop the products that you want be advocating as a firm. Go ahead, Rhonda. I think just one point, Aaron. I think that's a great point. Between compensation benchmarking and industry and insights, you could sell a compensation strategy service. Yeah. Bundle that together, leveraging the tools that are available here and say, hey, would you like a complementary compensation evaluation? Or charge for that evaluation. Yeah. But there are opportunities if you think uniquely about what are your client's needs for the specific industries or areas that you serve and where can you bundle things together and bundle your expertise in a meaningful way that you can then sell as a product. I love that suggestion, Rhonda. Great way to bundle that together, you add to that maybe an annual business valuation opportunity. Now you're really helping customers. This is how you become a more proactive, better advisor to your costumers. Rhonda, let's hop down to products and services. Tab on the left there. Explain to me what you're putting together here. Yeah, so this was actually as a result of direct feedback from our accountants that the leverage Account Connect. They said, we know you do payroll, but what else do you offer? They said, just give me an area where I can come and quickly understand about all the offerings that ADP has that I can offer to my client as an opportunity or advise my clients on what might be a good fit for their specific business, so we created this area. It just gives high-level information about all of the different areas that ADP offers solutions. You can watch videos and then you can either share this information directly with your clients, and in a productized conversation with them, you can also refer so that referrer would go to your dedicated sales representative if you've determined a solution is a good fit for your client. There's a lot of information here that you can quickly just get an understanding of everything that ADP has to offer. If you go to the next tab, Rhonda, let's talk a little bit about the ADP marketplace. This is another interesting area. ADP has an extensive marketplace. What is a marketplace? A marketplace is where we have partnerships and integrations with a whole host of different business solutions, so your client's needs are specific, and if ADP doesn't have that specific solution that you need to solve a client problem, we likely partner with somebody through the ADP marketplace that can help do that. These partners have integrations directly in our payroll solution. For example, within run, your client can access the marketplace and they can purchase or integrate with the different integration options that we have through all the various partners there are in our marketplace. I think as firms think about the products, and I used that in the definition that I gave earlier, what the firm wants to sell. If the firm knows what it wants to sell, I think you can leverage the marketplace, define technology solutions to support some of those products that the firm wants to sell. Again, using the term products in a lot of different ways, but as you think about what the firm is providing to their customers, oftentimes, it's super hard for clients to know what all the technology solutions are out there. I think the ADP marketplace is a good place for the firm to, I would say, pull together the suite of technology solutions that works best for their client base. I think it's a good place to come for that. They're all grouped together, so if your client has a talent, need that maybe you think one of our partners can solve, whether it's talent benefits, time and expense or productivity, maybe your client's struggling with productivity, there are some tools and partners that are available in the marketplace that can help solve that. I think I've even heard firms say that they actually productize an advisory service about technology and applications that can benefit their clients. There's lots of opportunities to advise your clients and package that as a service to your clients as well. Very powerful. Last tab is exclusive partnership. You guys have developed some exclusive partnerships. Just explain that. Just trying to look at what's going on in the industry, who are some of the key players and partnering with them to bring really exclusive benefits to you that are only available through ADP. We talked a little bit about this equity in our last section. Really powerful tool, very cool. Then there's also bought keeper and giraffe and root works, of course. These are things that can help you grow your firm, monetize different services, make your firm more efficient. Giving you time to do more of these advisory services as the industry continues to evolve. We have this host of partner shifts here that are referenced. We're also going to be referencing this soon on the actual dashboard as well, but I also wanted to note one that's not here but is on the dashboard, is our partnership with counting works, which when you talk about packaging services or selling additional products to your clients , with counting works, you can actually go through, and you can create co-branded marketing brochures that you can use as deliverables to your clients to say, hey, I think ADP Retirement solution is a great fit for you given that you are, for example, now in need of a retirement plan from a compliance perspective. You could actually co-brand a brochure and hand that off to your clients. We're always looking for opportunities to help you grow and monetize your firm in these, as well as counting work, which is on the dashboard, which has a host of other marketing services as well, are just some of the features that we offer to help you do that. I think the partnerships are really valuable. I know the route works partnership is designed to really support pay role. People that are running payroll in a practice, it gives them a community to be a part of, some consistent education so that they're always up to date on the tools and best practices, they have the opportunity to talk to payroll professionals in other practices and hear what their best practices are. That's really what the payroll memberships is about.
