Heartland Payroll - HR Training Booklet

COMMON OBJECTIONS (Acknowledge Authentically) CPA/Bookkeeper “I understand, many businesses trust their accountant to process their payroll. I’m curious though, have you considered. ” What’s Your Price? “I could say we’re cheaper than your current provider But I’m not going to say that.” Happy with our Provider “I understand.If you don’t mind, I’d like to ask you a quick question before we go.” Conversion Objection “I understand. Every conversion requires a custom approach.” Bad Time/Busy “I understand I really want to honor your time. If it is okay, I’d like to ask you just one quick question ” Time of the year/Quarter start “I understand We typically hear this concern from someone who experienced a problem with conversion in the past.” Send Info “I could send you a truckload of information, but our service is unique for every client. Has it ever occurred to you ” Just Switched “I understand, that happens from time to time ”

CPA/Bookkeeper Time of Year/Quarter Start "I understand, many businesses trust their accountant to process their payroll.” "I understand. We typically hear this concern from someone who experienced a problem with conversion in the past.” The 30 - Second Intro 1. My name is.and I work for. 2. Heartland is a.located right here in. 3. We’re the company.SIZZLE 4. The Purpose of my call is.appt.SIZZLE Sizzle Samples 3 Year Price Lock: “We’re the company BAD TIME/BUSY I'm Curious, Have you ever wondereD "I understand. I really want to honor your time. If it is okay, I’d like to ask you just one quick question.” JUST SWITCHED "I understand.that happens from time to time.” .why your fees tend to creep annually, and sometimes even semi-annually? offering a 3 year price lock allowing our clients to focus on revenue generating areas of the business, rather than .why quarterly and annual service charges can be unreasonably high? monitoring payroll invoices.” Single Point of Contact Service Model: .why you don’t always communicate with the same person when you have questions about your payroll? “Heartland is the company that is offering a Single Point of Contact support model, which provides a personal representative for all service related needs.” HR Infrastructure: “Heartland is the company helping the local business community with keeping in compliance Conversion Objection I'm Curious, are you aware "I understand. Every conversion requires a custom approach. .how your current provider will handle the reporting to keep you in compliance with the Affordable Care Act? with frequently changing labor laws and .why some service providers aren’t capable of handling a mid-year or mid-quarter conversion? guiding them through the updates and changes that will impact their business.” .why you are still paying shipping fees to deliver a hard copy payroll packet? User-Friendly Web-Based Payroll Service: “Heartland is the company that offers "I could send you a truckload of info. But our program is unique for every client.” premier payroll services through a user-friendly web-based system that is customized based on your needs.” SEND INFO What’s Your Price? "I could say we’re cheaper than your current provider, but I’m not going to say that.” Happy With Our Provider "I understand. If you don't mind, I'd like to ask you a quick question before we go." When in doubt, suggest we sit down to discuss

Payroll & HR Brief Elaborations Brief Elaborations for Wheel Questions Remember to keep answers brief. This is not a time to sell - only to create interest and curiousity. The prospect should want to know more, which you will share when you meet for an appointment. “ why your fees tend to creep annually, and sometimes even semi-annually?” Heartland values long-term relationships with clients and is the only payroll provider that offers a 3 year price lock, which allows our clients to focus on revenue generating areas of the business, rather than monitoring payroll invoices. “ why quarterly and annual service charges can be unreasonably high?” Often times business owners are surprised by undisclosed pricing from their payroll company long after they’ve agreed to a per pay period cost. These practices can lead to a consistent cycle of disappointment. Heartland provides fully disclosed pricing upfront and eliminates these costly surprises for clients. “.why you don’t always communicate with the same person when you have questions about your payroll?” “A lot of payroll providers use a phone tree or a queue and the client is unsure of whom will handle their call. Heartland’s Single Point of Contact is like each client’s own ‘payroll manager’ who fully understands their unique payroll needs. You benefit from a personal representative as your point person for all service related needs.” “ how your current provider will handle the reporting to keep you in compliance of the Affordable Care Act?” With the recent changes to healthcare legislation, and additional pending requirements, you can keep costs down and potential penalties in check by proactively monitoring your payroll for ACA compliance requirements. “ why some service providers aren’t capable of handling a mid-year or mid-quarter conversion?” Many payroll providers are using antiquated technology, or don’t have the checks and balances in place to ensure accuracy for the entire year when clients board their service. Heartland has a proven method for mid-year payroll conversions that includes balancing the payroll data so we can guarantee accuracy, which is why our client retention rate is so high. “ why you are still paying shipping fees to deliver a hard copy payroll packet?” Many payroll providers are using antiquated technology, which limits options for eliminating costs and improving efficiencies that their clients need. Heartland offers our clients more control of processing and delivery methods through the customizable web based service we provide.

Payroll & HR FACE-TO-FACE PROSPECTING (DROP-IN) The goal of a successful Drop In is to secure an appointment. This is not a time to sell, but a time to separate yourself from the competition and create interest in meeting with you in order to learn more. If a Drop-In doesn’t lead to an appointment, gather some information that will help with your next attempt. STEPS TO AN EFFECTIVE DROP-IN Step #1 – Be Authentic Be yourself, not a sales rep. Personable – Approachable – No sales pitch Step #2 – Be In Transit You can’t stay long. When you have to leave, they cannot be too busy to talk with you; you are busy working with their neighbor who is anxious to buy from you. Step #3 – Be Curious Ask one or two questions. When you are curious, they can be, too. Lead them where you want them to go. Being curious is rarely perceived as a negative thing. Step #4 – Be Gone! Set the Appointment and move on. S tay in rapport; get out of there if you said you are leaving, and schedule time to come back when you can have their full attention. Example “Hi! I was on my way to Rocky’s down the street and I just wanted to drop in real quick to introduce myself. I’m John I work with several businesses in the area, and haven’t had a chance to meet you. I sometimes hear from business owners that they’re frustrated with all of the changing labor laws, such as the Affordable Care Act, and with trying to keep up with all of them. I’m curious, how do you stay on top of compliance as those laws are changing? [Prospect answers] At Heartland, we help business owners keep costs down and potential penalties in check by pro-actively monitoring your payroll for ACA compliance requirements. Like I said, I’m on my way to Rocky’s so I can’t stay now. Would you be free later today so that I can show you how to protect your business?”

Payroll & HR FORECASTED APPOINTMENT INTRO - Forecast the Appointment 1. “First I want to tell you a few quick things about Heartland.” 2. “Then I want to ask you some questions to learn more about your operations, as we want to understand the entire picture of how we might be able to help.” 3. “Then I’ll share with you our business model, and how it applies to your overall picture. I’ll share why businesses get stuck in an endless cycle shopping for payroll services, and how our business model relates to our success in retaining clients and ending unhealthy cycles.” 4. “Then I’d like to construct & present a solution for us to discuss and clearly share all the ways it will impact your business.” 5. “If it makes sense for us to move forward today, it’s easy to get started. I’ll just need a voided check and a copy of your federal tax ID to begin the process.” Step #1 - Tell Them About Heartland 1. “I’d like to start by sharing some things about our company – things that we believe are important to your business.” a. We basically do three things: Payroll and HR, Payment Processing, and Marketing Solutions. b. We founded Heartland on the premise of helping people like you simplify these parts of your business. c. D ue to our commitment to long term relationships with our clients, providing a unique pricing model, and high expectations for client care; we are endorsed by over 250 associations, trade groups, and affinity partners. d. I’m not telling you this to impress you, but I’d really like for your business to be a part of what we’re doing. Step #2 - Conduct Discover/Needs Analysis “Now, I’d like to ask you some questions to learn more about your business and see if it makes sense to both of us to continue talking.”

Payroll & HR FORECASTED APPOINTMENT INTRO - Forecast the Appointment 1. “First I want to tell you a few quick things about Heartland.” 2. “Then I want to ask you some questions to learn more about your operations, as we want to understand the entire picture of how we might be able to help.” 3. “Then I’ll share with you our business model, and how it applies to your overall picture. I’ll share why businesses get stuck in an endless cycle shopping for payroll services, and how our business model relates to our success in retaining clients and ending unhealthy cycles.” 4. “Then I’d like to construct & present a solution for us to discuss and clearly share all the ways it will impact your business.” 5. “If it makes sense for us to move forward today, it’s easy to get started. I’ll just need a voided check and a copy of your federal tax ID to begin the process.” Step #1 - Tell Them About Heartland 1. “I’d like to start by sharing some things about our company – things that we believe are important to your business.” a. We basically do three things: Payroll and HR, Payment Processing, and Marketing Solutions. b. We founded Heartland on the premise of helping people like you simplify these parts of your business. c. D ue to our commitment to long term relationships with our clients, providing a unique pricing model, and high expectations for client care; we are endorsed by over 250 associations, trade groups, and affinity partners. d. I’m not telling you this to impress you, but I’d really like for your business to be a part of what we’re doing. Step #2 - Conduct Discover/Needs Analysis “Now, I’d like to ask you some questions to learn more about your business and see if it makes sense to both of us to continue talking.”

Payroll and HR DISCOVERY QUESTIONS The goal: To be thorough in uncovering pain for which the SPA can provide solutions. The mindset of the SPA should be “What can we do to make your life easier?” Introduction to Discovery Questions: 1. How do you currently process payroll? # of Employees, Pay Frequency, # of FEINs 2. Walk me through your payroll routine (how and when submitted, when paid) 3. Tell me what you like or dislike about your current payroll process. “My goal is to look for ways we can make life easier for you. Let’s review some areas of your payroll to see if we can help.” AREAS TO REVIEW: Service: Do you have an assigned service rep or do you call into a group? If you could grade customer service 1-10? Response, Competence.(What is keeping them from a perfect score?) Have you ever had to re-explain a problem when calling into customer service? Have you ever had to work through a project with multiple people? What was that like? Have you ever received contradictory information? Delivery: Do you have one location to deliver the payroll package or multiple locations? (ex: checks/vouchers delivered to store and reports delivered to corporate office) Has your payroll ever been late or lost?

Accuracy: How is the accuracy of your payroll? Have you ever wished you could review your payroll before you sent it? HR (Human Resources): Do you have an HR component with your current provider (ex: Employee Handbook, Job Descriptions, Regulatory Updates, HR Advisor. Etc.)? If so, are you using it? If not, why? What are some of the components of your HR application? Do your employees have online access to their payroll information? (ex: view and print copies of their pay stub, W2, etc.) Who prepares your Employee Handbook? Who insures that you’re compliant with the most current employer policies, such as sexual harassment, discrimination, etc? If an employee were to accuse you of discrimination, what’s your process for handling the situation? Do you have up-to-date job descriptions for your employees? What types of HR reports do you receive or create? Reports: Are there reports you would like to have, but don’t currently have access to? Are you paying for additional reports? What are the names of these reports?

Do you use a custom report writer? Do you save reports as CSV or XLS file to further manipulate or interface with other systems? (For Tipped Environment) Do you receive a Tip Allocation Report? Would it make it easier for your accountant to have a user ID & access to your reports? Are you paying for access to your history/dowloads? How do you feel about that? (ex: ADP Super Data Access Fees) Checks/Direct Deposit/PayAdvantage: Are you using Direct Deposit? If yes, how many employees use it? If no, why not? Are you being charged for Direct Deposit? o you currently have access to an employee payroll debit card program? If yes, how many employees use D the program? How many of your employees receive a printed check? Are these checks drawn individually on your business checking account? If no, please explain. Time & Attendance System or POS Time & Attendance Interface: Are you currently using an automated time and attendance program (or POS system) to track your employee’s time? If yes, what is the name of the product? Does the time and attendance program interface with your payroll program or do you key the time and attendance data into payroll?

Taxes: Have you ever had tax questions - How quickly does your current provider respond? Have you ever had a penalty? If you get an IRS notice about a tax issue, what is the process for handling it? Does your current provider assume full liability for the accuracy and timeliness of your payroll taxes? Would you benefit from a Full Tax Service program? (If not currently using) Workers Compensation: Do you have a pay-as-you go workers comp program or do you work with an agent and make quarterly/ annual payments? Benefits: How are you tracking Vacation, Sick or PTO hours/day? How often do you get inquiries from employees asking for their vacation, sick or PTO balance? Have you ever had an employee dispute the # of vacation/sick days? How does your current system handle (report) these benefits? Garnishments / 3rd party check: How do you handle/create third party checks? (ex: garnishments, 401k, health insurance) How much are you being charged for third party checks?

Do you mail the garnishment to the appropriate court or does your payroll provider send it? Departments: Do you have different departments that employees work in? Do you have employees working in more than one department in a pay period? Do you pay them differently when they work in different departments? GL Report / GL Interface: What is the name of your current accounting/General Ledger system? How are you posting your payroll information into your accounting/GL software? Manually or interfaced? Walk me through the process. Other: Do you have a 401k program through your current payroll provider? Do you have health insurance through your current payroll provider? Do employees contribute toward premiums? Are they paying with pre-tax or post-tax dollars? Price: How does your current provider inform you of price changes? Do you feel you are getting the best value with your current provider?

Step #3 - Share Business Model (not your proposal), 3 year price lock, and how our sales channel is tied to retention & relationship “Now, I’d like to share with you our business model, and how it applies to our conversation. I believe you’ll find our way of doing business to be a refreshing change from the typical payroll and HR company.” 1. Discuss the value of the price lock vs. other competitors a. Sales relationship with our clients is a big distinction and ends the cycle of changing providers every year due to empty promises and price increases. Business owners can relate to Heartland’s compensation model. When they have a new customer or client, typically this means they have repetitive business transactions or recurring revenue from that relationship over time. Unlike our competitors (paid commission once on a new payroll sale and move on), our sales channel benefits from retaining the business relationship. Step #4 - Present Solution 1. Do analysis of existing payroll and HR to create an offer 2. Review relevant, enrolled distinctions and how they can benefit the business. 3. Present Offer of relevant services. 4. Determine price by level of rapport/value. Aim for holding 2/3 to ALL available margin. Step #5 - Enrollment & Boarding “Lastly, is our boarding process – how you become a customer. It takes about 10 minutes to complete. I just need some basic information and we’ll get you approved by our onboarding department. Then, I’ll personally ensure that you ha

"Heartland is the company that offers premier payroll services through a user-friendly web-based system that is customized based on your needs." Sample 30 Second Introduction, using the above guidelines: "Hi Joe, my name is Bill and I work for Heartland. Heartland is a payroll and HR company located right here in Smallville.