That’s a pretty standard tax office flow. Your office will be a little different than that, one way or the other, but here’s what I want you to notice.
There are “SELLING or MARKETING” opportunities in every tax office’s normal business flow.
The way a receptionist makes eye contact and greets a person when they first walk in makes a difference. What brochures or fliers are available as the client waits? Does the tax preparer make the new client “feel” taken care of? (That is more marketing than you realize.) Does the “referral plan” get pitched properly either during or once the tax return is completed? How about the processor giving “quality assurance” the tax return has been double checked for peace of mind? And finally, what back end “stimulation” procedures are in place to increase referrals? (ie. Free gifts, thank you letter etc.)
Do you see this is ONE BIG SALES PROCESS or FUNNEL? You have your tax client in your office and you take the opportunity to “funnel” the client from one place to the next in your office with the whole purpose of increasing your overall back end and long term business.
Now imagine: What if you had an even BIGGER funnel over top of your tax office. And you knew from past experience that for every 10 people you added at the top of your funnel (and funneled them through your tax office), seven of them would come back the following tax season (and of those seven, four would be in your client base at least five years.) And you also knew that those same initial 10 people over a five year period would refer a total of 20 new people to your tax business.
So what’s the question you should be asking? …
“HOW CAN I GET AS MANY PEOPLE AS I CAN IN THAT HUGE FUNNEL ABOVE MY OFFICE AND RUN THEM THROUGH MY “INNER OFFICE” FUNNEL (PREFERABLY) AS EARLY IN THE TAX SEASON AS POSSIBLE?”
This may seem to be an obvious goal, but here’s why I am making such a big deal about this: it’s all about radical simplification. Look, part of this “49 Lessons” Process is to turn you into a Marketing Expert, especially relative to other Tax Business Owners. But here’s the little secret of top marketers everywhere: they do everything they can to keep things simple! And this is an easy way to conceive of your business…and it affects how you select your media.
So when you advertise and promote your tax business, never forget this “funnel” technique.
(If you do, you’re just leaving money on the table for some other tax business to have.)