Two Is Better Than One…
Now that you know about guarantees and their importance to growing your tax business, what’s stopping you from having two? Two bold, gutsy guarantees will out sell one. Three out sells two.
I would analyze the three or four areas of your business your target client is the most concerned about -- speed, accuracy, no waiting or not getting audited, just to name a few -- and offer “irresistible selling” guarantees to back them up! (Remember, you’re trying to get your potential client to say, “I’d have to be crazy NOT to give this tax practitioner a call!”)
One IMPORTANT point: Keep as many “conditions” off your guarantees as possible. They “water down” the salesmanship of the offer, number one; and, two, you can get into trouble with unsatisfied clients!
For instance, look at this guarantee:
“I Promise Your Complete Satisfaction With My Tax Service Or I’ll Give You ALL Your Money Back, Plus A Clean, Crisp $50 Bill For Your Time And Trouble -- I GUARANTEE It!”
Now if you start putting CONDITIONS on “satisfaction” etc. you will not only water down this bold guarantee, you’ll get in a “nickel & dime” fight over the particulars of your guarantee with your client (and that’s NOT where you want to be.)
Yes, you are going to have a few clients come into your office and waste your time and rip you off for some tax knowledge. They will say, “I’m not happy with the amount of taxes you say I owe the IRS, I want to go to another accountant.”
The next guy is going to tell them the same thing, but the problem is… with your guarantee, she can take her w-2s, 1099s and whatever else with her and not pay you for your time you spent with her.
Don’t worry about it. Remember the BIG PICTURE! This kind of guarantee could land you 100 new clients that you wouldn’t have gotten if you didn’t promote it. So what if you had five guys waste your time! (You made an extra 95 sales which should translate into five figures of extra gross sales for your office.) That’s the number you should be focused on!
So let’s keep talking about MORE guarantees and how the “multiple effect” increases your response. Why do multiples work so well? Mainly because you keep beating reasons into the client’s head as to why you are the best option for them this tax season. And don’t forget, the more guarantees you have, the more chances of hitting one of those HOT BUTTONS!
Here are some examples of guarantees you could use for different target markets: