Comprehensive Bookkeeper Marketing Course Now Available

My friend James Orr loves all things marketing. It’s what he’s been doing his entire career. He even dropped out of Tulane University to focus on his marketing business, that’s how passionate he is about marketing.

Last year, he created a marketing course geared specifically towards bookkeepers that he never actually put out there for sale. It’s a comprehensive course covering every aspect of lead generation and prospect nurturing. The material applies equally well to accounting and tax professionals, not just bookkeepers.

James is working with me to create an updated version of this course tailored specifically to tax professionals that will retail for close to $1,000, but with retreat season upon us, I wanted to make sure we had something like this available right away. So, I convinced James to not only let me offer this course to everybody, but also to knock a couple hundred bucks off his original asking price.

“The World’s Greatest Bookkeeper Marketing Course” is available now in our web store. For full details about this what this program can do for your business, visit the course information page here.… Continue reading

Case Study: How One Small Tax Firm Built Their Sales & Marketing Machine

This is the story of a small CPA firm (three partners) in New York City that hired me in January 2011 to help them grow their tax resolution business. I worked with them to create a written, systematic, and scheduled marketing process to drive sales of this service, which then fed sales of their other service offerings.

The firm employs no sales closers, and they rely exclusively on old tax lien filings (3 to 6 months old) as sales leads. They use old leads because, after a couple months, the vast majority of tax resolution firms have quit calling them, and they are therefore able to pick up clients with very little simultaneous telemarketing competition.

The firm’s telemarketers (“openers”) call these tax liens to verify that they’ve got the correct business, confirm that the tax lien is still an issue, and collect an email address and/or fax number and obtain permission to send “free information regarding how to get the IRS off their back” — there is absolutely no “selling” involved in a traditional sense. They then immediately receive a two-page introduction letter via fax and/or email, and they also receive a 12-page info packet (a 9 page sales letter, 2 page engagement letter, and a payment form) in the mail that comes in a specialized red “Rush Priority Express” envelope.

Every 5 days for 60 days, without fail, completely on automation, the prospect gets an email and/or fax with a short blurb (about two paragraphs) about a tax topic, and an offer — free consultation with a CPA (NOT a salesman), a free review of their latest IRS notice, X percent off representation, free end of year 940 prep, two 941’s prepared during the course of representation, etc. These “touches” are a highly effective follow up program from the very beginning, and their phone rings off the hook.

The key to this tactic was the creation of the series of emails (duplicated as faxes) that go out over the course of a couple months, every 5 days. Prospects are bombarded with the risks of being in collections, the problem with going at it themselves, and what the firm can do to fix the situation. This follow up program puts the CPA on the “right side of the desk”, as prospects then call in for help, rather than the CPA having to be the aggressor and chase the prospect down.

The licensed partners close all … Continue reading

Taking Action Is The Hidden “Secret” To Success

The cliches regarding business success are as plentiful as the failed businesses that failed to follow them. “Successful people do the things that unsuccessful people are unwilling to do”. “Success loves speed (of action).” These and a thousand more popular business sayings are used as opening chapter quotes in countless books about success and achievement.

The problem is that they are all true. No matter what, building a successful tax practice requires DOING, not just planning, thinking, and hoping. In general, sitting on your ass accomplishes nothing.

In every business I’ve ever been in, lack of action is the single biggest failure point I come across.

A perfect example, ironically, is the infrequency and irregularity of these exact article updates. In order to provide you, my reader, with the best resources, tools, and maintain “top of mind awareness” about my products and services, I really should be writing to you at least once a week, if not every day. This would help me in a number of ways, including search engine rankings for the web site, keeping you abreast of the latest marketing developments, and building goodwill with you as a regular reader. But, more often than not, I end up going a month or four without writing. In short, shame on me.

But you don’t need to fall victim to the same trap. Each and every day, each and every week, there are specific things you should be doing to build your tax practice. Basically, just do them. The cumulative daily actions you take, most of which take very little time, add up over the course of a year.

The most critical action items you should take, of course, involve marketing. And I’m not just saying that because I sell leads and marketing materials, or because writing about marketing is my favorite thing. No, it really is true.

Just as writing to you daily (or at least weekly) should be my most important task (because for me, that is my marketing), the same applies to you. Are you sending out weekly mailings? Do you have a weekly email newsletter you CONSISTENTLY send out?

Author and sales trainer Steve Schiffman has written over a dozen books on the subject of cold calling and sales, and I’ve read them all (his stuff is worth reading). He has two consistent ideas that he repeats over and over again, and which have quite frankly formed the basis of … Continue reading