Common Marketing Missed Bases When Tax Season is Rolling

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So, now that we’re into tax season, let’s talk maximixation.

Depending on your client demographic target, your model, and your marketing, you may already have clients calling and streaming through your doors. Don’t be surprised with a little bit of delay this season, though. Word on the street is that while some are very busy, there are still many whose clients are still in paperwork gathering mode — even those who often come in this early.

But here’s a HUGE question: how do you maintain excellence and focus when the bullets are flying?

Well, allow me to give you some quick nuggets to digest as you continue to execute your primary tax season work. These are some MAJOR missed bases for many firms through the season…

1) Remember that YOU are the only one who is staying up and at night thinking about your P/L. As such, you need to maintain your focus by delegating and distributing as much “hourly” work as possible. It hurts in the beginning — and, perhaps, especially so in tax season — but the payoff comes when you are able to focus like a laserbeam on high-leverage activities (promotions, joint ventures, PR, top client development, etc.).

In order to DO this, you must…

2) Communicate with clarity to your staff and contractors. A good rule of thumb is that whatever you communicate to your staff, must be done in multiple media (email,

skpe, in-person, internal memos) and more than once. As with effective marketing, a multi-step approach will get you the greatest results.

3) Ensure that your phone is being handled with excellence and clear goals for every phone call. This is such a critical component to your success that you cannot afford to “set it and forget it”. 

A quick crib sheet on what to make sure happens:

* The caller’s name is asked for, and used in the conversation

* The goal for EVERY call is to get them in the door. This is done by presenting TWO options for every caller to come in and meet with someone on your staff. By doing this, the question is a “Yes or Yes” question, rather than a “yes or no” one.

If you take the time to “play prospect” for your business (or have a friend do it if your voice would be too recognizable), you very well might be shocked at what happens through this primary entry point for your business. MIND THAT GAP, my friend. It can truly be killer.

You need somebody who is trained to close over the phone — and by “close”, I mean, get the client through the door, come heck or high water.

4) Leverage PR NOW because reporters are hungry for a local angle to the tax issue. Press releases are a powerful marketing tool and should be FAXED to local papers and tv stations for maximum impact, as well as submitted to online directories, etc.

Make sure you have the time to  execute these “owner level” tasks. If you don’t, fix that one right now.  

God belss you and your firm. Feel free to send any questions and thoughts — I read every email sent my way. 

Oh, and if you haven’t set up some direct mail for your area, check this out …

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