Tag Archives: Business Operations

Tax Resolution Marketing Tip: How To Close The Deal

I have seen a lot of up-and-coming salespeople (even some seasoned veterans in the tax resolution business) believe that hard selling is the only way to close the deal. They’ve existed in a world where manipulative selling tactics are not only encouraged, but taught. They rely on urgency and aggression to force the recipient into the sale—usually unwillingly. And they wonder why clients want “out” of the engagement and their money back. This is why salespeople, or as we used to call them, tax consultants (or shall I say INSULTants), have such a bad reputation in our industry.

Today’s Tax Resolution Marketing Tip: How To Close The Deal

I have developed what I call my “high ticket sales strategy” (which is in the Tax Resolution Success Resource System, Module 2). It’s more of a “take away” and assumptive selling approach that has earned me a lot of money over the years, because it lends itself to a non-pressured, high close rate among prospects. The truth is, hard selling is a surefire way to dissuade prospects from buying. No matter how genuine you seem, or how legitimate your argument may be, a hard sell almost always comes off sounding like a scam—making you look like some kind of con artist. When your prospect feels pressured, they’re more likely to shut you out entirely—successfully abolishing any consideration of doing business with you in the future.

Fortunately, closing the sale doesn’t have to be “hard,” in fact, it should be the easiest part of the process.

In his book, “Salesmanship For the New Era” (which was written in 1929, by the way), Charles A. Mears encourages salespeople to think of the sales process as a flight of stairs—you can’t possibly leap from the bottom to the top without touching any of the stairs in-between, just like you can’t possibly jump from your opening line to closing the deal without hitting some steps in the middle. Skipping steps will get you there faster, but the bigger the step, the harder it is to take, and the more likely you’ll find the door slammed in your face at the top.

A truly good salesperson builds momentum one step at a time.

They escort the prospect to the top of the stairs and ask them to take just one more step—rather than one giant leap. With each step, and each resounding “Yes!”, the prospect inches closer and closer to the sale. By the time they reach the top, taking that one final step, with one final “Yes!”, feels natural. In this case, both the salesperson and prospect walk away from the sale feeling successful.

And what could have been a hard sell, suddenly seems easy.

For more tax resolution marketing tips – learn more about my products and services http://bit.ly/182Hyi4

Here’s to smart sales!
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It’s Not What You say, but How You Say It

My wife Roslyn was at a restaurant recently, and sitting at the table next to her were two couples. One man commented to the other and said how great his secretary was. The wife of the man talking cut him off and said, “How good could she be? All she does is answer the phones—anyone can pick up a phone and say ‘Hello.’” She wanted to lean over and tell her to stop being so mean to her husband, and to also say that nothing could be further from the truth.

One of my “Roz-isms” that I always say is, “It’s not what you say, but how you say it.” Meaning how you respond to someone— the words you choose to use—makes a big difference on how someone will react to you. This holds especially true for whoever answers the phones for your business.

The person answering your phones is the first interaction someone has with your company, and that person is representing you. What your receptionist says and how he/she says it will make a difference if a potential client wants to make an appointment with you. When I had my tax resolution business, I had three receptionists at the front desk. I never wanted an incoming call to go to voicemail, but more important, I provided a script (which is included in my Tax Domination System & Toolkit) for how the receptionist would talk to the person calling.

Think about it—when you call someone who provides a service, don’t you feel a certain way—happy, annoyed, or worse, angry—depending on how that person talked to you? To test out my theory, have someone you know call in as a “secret shopper” and let you know how they were treated. It’s that important to know your phones are being answered properly.

Effective Tax Resolution Marketing in Yellow Pages is Possible

Effective tax resolution marketing in the yellow pages is possible – IF it is done properly.

Whether you’ve been doing IRS representation work for a while or just starting out you probably “heard” that phone book advertising doesn’t work anymore or it’s only for those large national firms with money to burn. You’re probably saying to yourself “nobody’s going to see my tiny little ad with their ads overtaking the entire page.”

Not true. Yellow pages ads aren’t what they used to be – it’s now a buyer’s market for advertising space. Phone book companies are on a mission to offset printing costs, which in turn is a big advantage for you as they are offering deeply discounted rates on ad space for businesses. This puts you on the same playing field with the “big boys” since your name is right next to theirs, giving you additional credibility in this practice area.

Of course, none of this matters if your ad doesn’t bring in new clients. So instead of writing the same old copy that includes your firm’s name and phone number, choose to create one that will complement your tax resolution marketing content. This must include:

  • A compelling headline – Make this stand out. You have to grab attention and keep it.
  • Interesting copy – You don’t have a lot of room so make every word count.
  • An Irresistible offer – entice the reader with a free special report, free book, CD or DVD leading them to your website to obtain it.
  • A unique trackable link or phone number – You must always set up a unique phone number or web link for every piece of marketing in order to track response. The ad should pay for itself by bringing in new prospects every month.

Print advertising is just one of the many ways your firm can attract new clients.

For more great tax resolution marketing strategies, call (888) 670-0303 today to get our exclusive tax resolution emails delivered right to your inbox or click the link below to download The 7 Essential Steps to Tax Resolution Marketing Success. http://www.rozstrategies.com/

Insider’s Circle Group Member Testimonial

I recently received this testimonial from one of our Insider’s Circle Members. It was too good to keep to ourselves! Thank you Karen M. Lee for your kind words and congratulations to you and your company Alliance Tax Resolution Service on all your success!

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Alliance Tax Resolution Service is in its’ sixth year of operation. In the past we sent what we called a “scary letter” directly to tax debtors in Wisconsin and other states. The staff would get busy, then too busy, so no additional marketing was done. Those spurts left us with unpredictable income. So we tried television. We were excited to have the local station produce the 30-second commercial. It ran for three weeks in February/March. Then we pulled the plug. Too expensive, we believed. In hindsight it was a scary and dreary version of our direct mail piece and brochure. So the up and down results continued, with that burst of business during tax season, for both resolution work and tax prep. By the way, because of the steep ebbs and flows of business, there was often too much or too little staff at the wrong times. My husband Arthur, our CPA, worked around the clock. Not fun for either of us!

Since we began to participate in Michael Rozbruch’s Tax & Business Solutions Academy in July, we have made several minor operational changes, and some major marketing improvements. The most obvious results are:
1) the ongoing influx of qualified prospective clients
2) the importance and need for sequential follow-up to them
3) tracking mailings, calls, appointments, and sales helps create the formula for better financial success.
We’re in control of our business future like never before. Feels good.

The first thing we did was write up a budget to understand what we could afford to invest in marketing to attract new clients. Then we placed an ad (horizontal 1/2-page) in our largest community newspaper beginning in August; it runs in two markets monthly through February. One is green the other blue–so we’ll know the source of business when clients call or bring the ad to our office.  We’re about to overlap that with another high-distribution weekly newspaper run through April.

Our goal was to acquire ten (10) new clients a month. We researched local print mail houses that could cost effectively get our marketing in the mail, on our repetitive schedule. They’ve become a valuable business partner. Now we market monthly–not just when it becomes apparent the revenue stream is about to run dry!

We identified the professional referral sources and the cost to obtain those lists, re-vamped our business cards with a fresh-looking new logo, and redesigned our brochure based on the material from our Insider’s Call back in September. We wanted to send enough referral letters, letters to existing clients, and direct mailers to achieve our goal of ten (10) new clients a month.

Our first Direct Mail (2,705 pieces) went out in October. We’ll drop seven of those through the beginning of March, averaging about 2,900 pieces per drop. In November we dropped our first referral mailing of 9,274 pieces. That will drop four times total ending in February. Due to the cost of that mailing, (about $.515 per piece), we are going to pare down to around 8,300 to reduce the mailing cost (to about $.466 per piece) so all the mailing costs are roughly the same. There was a great video presentation to which Insider’s were given access. Reading about unconverted leads steeled our resolve to follow up on all qualified leads. We’re ready to get estimates on a good newsletter and automated marketing. Those are good problems to have from where we sit.

Of the ten new clients for the month of November, two were the recipients of our referral letter–one 160 miles away the the other 187 miles away from our office. That was the very perimeter of our mailing zone. So the need is out there!  Those two new clients paid for the referral mailing leaving a small profit! We have not received true referrals from that mailing, but with a couple of those individuals becoming clients, it’s a start and we’ll take it! We have developed other referral sources that have produced new business.

We also have better workflow systems with the help of RozStrategies. The case resolution tips actually helped us with segregation of duties. Our cases flow from phase to phase without a lot of the back and forth we used to experience. The improved efficiency has benefited all of us in the office, especially clients.

In total, the direct Mail, Newspaper and other referral sources, and sequential follow-up letters resulted in 55 appointments from September 25th through December 10th. We’ll continue to work toward improving our average fee and close rate. The membership only access calls are so motivating. Bottom line, I doubt we would have been able to so quickly restructure our sales, marketing and operations to our current results without Michael Rozbruch’s Tax & Business Solutions Academy.

~Karen M. Lee, Tax Resolution Associate at Alliance Tax Resolution Service and Member of the Insider’s Circle Group

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Thank you for sharing your success story with us Karen and congratulations on claiming the reins to your company!!  Here is a video interview we did on Skype as well!

6 Secrets to Getting Great Testimonials!

Get Great Testimonials!

When marketing your services, obviously credibility is critical to your success. This includes number of years in business, number of clients served, etc. However, “believability” is even more important than “credibility.” The facts about your business, proprietary systems/methods, and cases resolved, years in business and so on are important, but not nearly as persuasive as what clients have to say about their real-life experiences with you, benefits realized and skepticism erased.

Testimonials are one of the greatest (and least expensive) ways to establish yourself as THE expert in your field. Testimonials build trust and establish your “believability” which is essential to attracting and “closing” clients. It gives your prospective client actual examples of others you have obtained great results for. They also boost your credibility when the client raves about the positive customer service experience they had with your firm. When you come into our lobby one of the first things prospective clients see and read is our two “testimonial” books.  Testimonials create desire and motivation; foster an emotional connection and removes skepticism, doubts, concerns and objections. Testimonials “pre-sell” your prospect. Getting a third party to “vouch” for you is essential to growing your practice. Testimonials are powerful social proof that we’re making a real difference in our client’s lives!

1.  Know when to ask for testimonials: Obtaining a testimonial at the end of a client’s case is NOT the only time to ask for one. You should ask for one at different benchmarks in your client’s case. For example, you should ask for a testimonial after you were successful in lifting that wage garnishment or bank levy. They are the most grateful then! Another time you should ask for testimonials is at the completion of the tax preparation phase of the engagement especially if you are preparing multiple years of unfiled returns that resulted in decreasing their original tax liability.

2. What are the right questions to ask? Here’s a list of questions that we ask our clients. You should frame your questions in such a way to elicit answers that you’ll be able to use in your marketing and advertising. For example:

• What is your overall feeling about our firm?

• Describe a particular experience with us that made you very happy.

• Was there any matter or office procedure that you felt could be improved upon?

• Describe one or more benefits you received from us that you value the most.

• How else did you benefit from our working together?

• What results have you achieved since we started working together?

• Would you recommend our services to family or friends?

3. When following up with a client you should have a system in place to make sure you get back the completed testimonial forms. What good is it if you went through the trouble of designing a testimonial system, sending it to the client, and not getting any of them back to use? Most professionals skip this step and wind up with just a few testimonials or none at all. I suggest delegating the follow up process to someone in your office who gives you a daily written update on all clients that haven’t sent back their testimonial to you. This should include name, phone number and e-mail address, date of contact, what was discussed, date client promised to return the testimonial, etc. and keep following up.

4. Pick the correct format depending on where you want to showcase your testimonials you will want your testimonials to either be in written form (most common), videotaped, audio taped, placed on social media or done as a “case study” (a “before and after” testimonial).

5. Putting the finishing touches on the testimonial give it a headline that sums it up in 3-4 words. This headline should “speak” to your ideal prospective client and stand out. Make sure you send the final version for the client to approve in writing and maintain these in a permanent file. Let your client know that you’ll be using these on your website and ask if you can include his/her name, City and/or State, and job title. If appropriate (depending on use) ask for a headshot too. I have done many video testimonials that I used in TV ads that performed quite well!

6. Ready for Prime Time and Share it! Now’s it’s time to share it with the universe. Create a dedicated testimonial page on your website. Use them throughout your website. Use them on landing pages. Use them in your firm brochures and business cards. Use them in all your marketing and advertising. Use them in your consultations/evaluations as a sales tool.   Remember that stories sell. When speaking with a prospect relate a testimonial story from someone you already achieved great results for that had the same or similar fact set. You want to show your prospect that you “get” their struggles and how you’ve helped others overcome these same problems.

Do you have a testimonial system that you are using on a regular basis? What part of your testimonial system are you going to improve on this month?