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 his entire career. These two ideas are quite simple. One is his “ledge” technique for use when actually on the phone, and the other is the fact that each and every business day he makes 15 cold calls to businesses that his research indicates would make good clients.
If you are part of a larger tax resolution firm, you might laugh at the idea of making 15 calls. There are some large tax resolution firms that make thousands of outbound phone calls per day.
However, if you are a solo practitioner, working from home, and you’re scared to death of cold calling (most people are), then 15 calls might sound like a mountain to climb. But, when you have a mortgage to pay and want to eat, you gotta do what you gotta do! So take ACTION, every day.
Tomorrow, I am going to write what I consider the most fundamentally basic of marketing plans for a solo practitioner. If it’s just you, then you’re going to want to read that.