Paul Sarvadi
Analyst · SunTrust
Thank you, Richard. Today, I'll briefly comment on our record-setting financial results in the first quarter and some key highlights. I'll spend most of my time this morning discussing the tremendous progress we're making, implementing our long-term strategy for growth acceleration beginning in 2013. The balance of my remarks will address our take on the economy and labor market from our small to mid-sized business client base and our outlook for the balance of the year.
We had an excellent first quarter this year, setting a record in EPS against the backdrop of a weakening labor market. Our rate results in sales and marketing and client services were particularly impressive, since we are in the midst of implementing significant changes in our business model. Sales results in our flagship Workforce Optimization business were on budget for the quarter, achieving a 17% increase over Q1 of 2011. This was accomplished by 9% fewer trained Business Performance Advisors compared to last year, and represents a 30% improvement in sales efficiency in our key sales, per salesperson per month metric.
In the number of leads, First Call census per rep in average-sized account, were all up over last year. We believe these results are the first hard metrics confirming the success of our rebranding initiative last year and validating the survey results I reported on last quarter. Leads were up 7% over last year and first call's up 6%. Our marketing and advertising continues to support our new brand and it appears the Insperity brand is gaining some real momentum in the marketplace. Our client satisfaction retention results continued near historic highs, at a level of 96.7% for the full quarter, compared to 96.8% in Q1 2011. These levels continue to confirm the value of our Workforce Optimization solution and the excellent service delivery from our client services organization. It's certainly rewarding to see solid execution in this environment, but it's even more exciting when one understands the revolutionary new growth engine as being established at the very same time.
Two years ago, we began to implement a vision to make a bold transformation of our business model in order to grow our business faster. As we approached our 25th anniversary and evaluated our remarkable history, we concluded we had but one frustration: we had not helped enough businesses succeed through our game-changing Workforce Optimization service. We demonstrated a highly successful business model that has produced consistent, predictable growth over 26 years, through a variety of economic cycles. It would've been far easier to stay the course and enjoy the level of success achieved and to take on a major change. However, our desire to grow our business faster and help more companies succeed, combined with the struggles of our national economy and the small business community, led us to a new strategy for long-term growth acceleration. Due to the complex nature and the breadth of the changes required to implement this new strategy, and the desire to maintain historical growth rates during the transition, we phased in the changes over a period of years. We identified 6 phases we would have to take the company through, to lay a foundation for a faster, consistent, predictable growth.
The first 4 phases put in place the building blocks and including -- included the following: Phase 1, strategy, development, communication; Phase 2, Adjacent Business Development; Phase 3, new brand implementation; and Phase 4, Bundle Plus selling. We are currently in Phase 5, which is Proficiency and Refinement. So I will focus in on the critical activities that are going on today. The goal in this phase is first to make any refinements in the 4 building blocks that are evident. I'm pleased to report that we have validated each element of the strategy and we are more confident than ever with the potential for growth as we first become proficient, and then efficient in executing this new plan. Our current focus on Proficiency and Refinement involves confirming new processes are in place and working, the new habits are being learned across the organization. Most critical areas revolve around our Business Performance Advisors and their new role, providing multi-product recommendation -- recommendations as an integral part of the sales process on each call. This is critical to converting our organization from our historical focus on one offering, Workforce Optimization, into a cross-selling machine.
The adjacent business offerings we have added have specific elements which complement our service or offset costs related to our Workforce Optimization offering. We expect, offering this array of service options will lead to more Workforce Optimization sales coming in from the same activity, as well as more sales of our new Adjacent Business offering. The ramp up of our inside Sales Support Organization and the ability to take in a large volume of lead activity and conduct online demos is also a key refinement. The ability to demonstrate our solutions as part of the sales and trust-building process has been proven effective but will have to grow to handle the expected volume. Another area of substantial effort going on in this phase is in our sales performance improvement group. Bundle Plus sales training and Business Performance Advisor certification are in full swing, and will continue through the rest of the year. The support system for Business Performance Advisers, the Inside Sales, and Adjacent Business Sales personnel to gain proficiency are being developed and honed in real time. Training and automation for managers, to coach and facilitate Bundle Plus selling success, are also critical.
The Refinement phase also includes important activity in our Adjacent Business Development organization. In current Adjacent Business units, we are working diligently on execution skills. These teams are refining sales and operating plans, and learning to accurately forecast and achieve results. We are also preparing to launch strategically selected new Adjacent Businesses this fall, that complete an array of services to facilitate the sales efficiency we are aiming to achieve. We also have new products in development for many of our adjacent business units that are expected to drive future growth. In the marketing area, we're very pleased to see the refinement, surrounding our new Insperity brand can be characterized as tweaking messaging and leveraging validated strength. Advertising, collateral materials, websites, videos and other marketing materials are working well, and Version 2 of each of these will be even better. In this phase, we are literally turning on the new growth engine and running it but ever so carefully to ensure it gets broken in properly and fine-tuned. We are getting close to the final Phase 6, which is Efficiency and Growth Acceleration, which will occur this fall when we attempt to rev the engine for the first time.
If we are successful as we expect, this new growth strategy will take hold in 2013 and drive significantly higher growth for Insperity. We believe this deliberate approach will provide a framework for consistent, predictable, faster growth in the years ahead. In the meantime, we are dealing with the realities of the economic climate and an on-again, off-again labor market. The indicators we monitor in our client base continue to be mixed and in our view decrease the likelihood of any substantial hiring in the near term.
Over time, as a percentage of base pay is down to 8.5%, the commissions paid to the sales staff of our clients are flat, on a year-over-year basis. This data, coupled with a cautious outlook from business owners and decision makers, make the odds favor a labor market with a low level of activity in both layoffs and new hires. Our survey clearly shows the optimism and desire to grow that is inherent in a small-business community, but there's also some demonstrable concern over fuel prices, the coming election, the impending tax increases, and the effect these issues have on the economy. The good news is 75% of clients surveyed said their businesses were performing either on, or ahead of plan for this year, to-date. Most expect to maintain current pay and staffing levels, but 38% say they expect to hire more employees this year, while only 6% expect layoffs. Their optimism is also reflected in their expectations per sales improvement, with 56% expecting an increase in sales over the balance of the year. However, when asked about their expectations for an economic rebound, the highest percentage are unsure when it might happen, at 40% against 25%, that believe our recovery is happening now. In our experience, there have been times when the data and the sentiment, don't line up and more often than not, the data wins out in the end. So our best analysis of this information gives rise to some level of caution surrounding hiring for the near term.
Generally, our outlook for the balance of the year per earnings per share is in the same ballpark as we started the year with. However, we now expect slightly lower worksite employee growth offset by a slight increase in gross profit per worksite employee. Also as we've done in the past, we'll make some minor operating adjustments to lower expenses to match the growth rate. We originally budgeted the year with a slight tailwind from net employment growth in the client base, and we feel it's prudent to take this out, based on what we're seeing in the labor market. This reduces our expectations per unit growth, slightly from a monthly increase of 1,300 to 1,500 worksite employees, down to 1,200 to 1,400 worksite employees per month. From where we are today, this net gain each month produces 8% to 9% unit growth from 2012 over last year. All in all, we're off to an excellent start and on track for a great year in 2012. We're excited with the progress we're making as we near completion of our business transformation, and the prospects for growth acceleration as we look ahead to 2013.
At this time I'll call -- I'll pass the call back to Doug for final comments on our guidance.