Empower your business with customer nurturing for accounting and tax

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well hey guys uh this section on our course is gonna be all about something that i call being too fancy and this is kind of goofy i'm gonna just follow along with me here and i think this is gonna be really relevant and i'll just i'll cut to the chase what the end of this is is this is all about making sure that your website and your marketing is really clear in order to hook basic simple tax return inquiries okay so the idea here is that while we're doing all of this conversation about man you better make sure that you're pricing yourself as a valuable asset to help people do the three things to reduce taxes serve as a staff employee and save them time and keep them compliant or whatever other value propositions you want to bring you got to remember that one of the one of the things about entrepreneurs and business owners in particular is that they get really cynical if they come to your site and they think boy this is just this is too much they're not gonna they're not gonna like it so i'm gonna tell you a couple there's some psychology behind this i think this is going to be really relevant again as you're doing your own website or if you're having us do your website we want to make sure that we're communicating these main value propositions to them but we also want to make sure that we're not portraying anything too fancy so here's my story um back from 2004 until 2011 i used to work at best buy and at best buy i was the computer sales guy it was like the most complicated sale that you could do i enjoyed it and again i grew up with this whole idea of value how do you understand what's valuable to the person or to the customer or whatever that is and then how do you make sure that you're matching them up and serving as a guide to solve that problem to connect what's valuable to them with what's valuable in your repertoire and to to make those connections again whenever you're selling you want to position yourself as a guide so you're not selling you're not here trying to get people to buy things which i didn't try and get people to buy a laptop or to buy a warranty on a laptop or to buy what we call geek squad services on a laptop where we made some more money what my goal was is to help understand who that customer was how they're going to use their technology show them kind of the good better best help and help equip them to make the best decision for them sometimes that can be overloading sometimes that can be too much information not enough like just clarity to tell them exactly what they meant but if you're good at kind of doing this it's going to work so long story short i was a very masterful and i think out of this course i'm hoping that you get good at this too at this idea of getting past any resistance now at best buy you know there was a policy at best buy it was called the the 10 foot 30 second rule if somebody was ever standing by themselves for 30 seconds we were supposed to go up and engage with them right which sounds really good until you're a customer just trying to like look around and browse and you have 900 people come up and it's kind of annoying but on the other side if you've ever been in a store and you can't find anybody that's super annoying too and not only that but i knew that if we do or 10 seconds a 10 foot if you saw somebody within 10 feet of yourself you would always go hey are you finding what you need or can i help you find something now i think asking people can i help you find something is a terrible question in fact asking them if they have any questions is a terrible question oftentimes i just be like hey do you know where you're going or can i help you find something distinct i don't know no i'm good i'm good cool well if you need computers i am the computer with so i'd love to help you understand all that and uh yeah appreciate you in here right so you're just trying to do this like little thing um but long story short people would come in and they'd walk up to the laptop aisle and they'd all kind of do the same thing so they'd walk in and be like hey what brings you in today you guys uh checking out laptops or just kind of seeing what's out there can i help you out with anything so i'd give them always kind of like three pivot points so it's not like ask them a direct question it was always like hey you guys looking at laptops are you just kind of seeing what's out there was there something in mind that you were looking for right so now i've given them pathways people like to choose things so for you whenever you're presenting if you can do little presentations giving them pathways like that with a question at the end that'll allow them to kind of go where they want to but you're instead of you forcing them down one path that will like cause them some friction and they won't like you they feel manipulated like you don't want to be like do you have any questions or are you looking for the best laptop because i know where they are like no you give them some different levels of commitment right no i don't want to talk to you yeah i'm just kind of looking at them and now i've given you permission to just look or yeah there is something in particular you're looking for or have you been shopping so the idea here is you kind of give them a couple options while you're talking but they'd always come in and they'd say that i do the same thing hey what brings you in today you guys just taking a look at stuff are you just kicking some tires or is there something in particular you're trying to figure out yeah i don't know we're just kind of looking so then if they stood there for three or more seconds they start looking at labels there's only one reason to look at a label you're either computer enthusiast or you're going to buy a laptop right so then i'd be like oh cool is there so is there one in particular because i kind of know the way all the sales go and everything um but otherwise if you're looking to buy a laptop just you know um you know you have all these different brands but the first thing i do is just kind of decide what size do you like you know we got small portable ones kind of medium size then high performance big ones right and then if you're doing any gaming or anything like that so who's the laptop for and i do this assumption pivot into this question and it would all always lead to the same thing well then they'd like confess to you they've held back but now you've been so like you know upbeat kind of not too pushy but not too behind the scenes and they always seem the same thing here in minnesota you know i'm buying a laptop for my daughter and uh you know i don't want anything too expensive and really we don't need anything too fancy um we're just looking for just something that's just right it's like well no duh actually i'm looking for something that's too expensive and i'd like something that has things i don't need like you think think about that question but i'm not kidding like it was like 40 of the people i talked to would say this exact same thing and the psychology behind it is that they don't want to get manipulated to buy something they don't want to they don't want to they're trying to frame up the fact that like i'm just middle of the road man don't push me into stuff i don't need i've got my guard up because we all have our guard up right because there's always people trying to manipulate us in sales and your business customers are the same way in fact they're probably more so if if you didn't know this your business customers are getting calls both robotic and good non-stop from people trying to get a piece of them they're trying to separate them from their hard-earned dollars right i get software companies all the time calling me and all sorts of people approaching them business owners get a fatigue there so um now imagine you get onto a website and the website immediately frames up this grandiose commitment not only am i going to do your taxes but i'm going to brush your teeth for you we're going to become part of the family we're going to have the deepest relationship ever i'm going to help you reduce your taxes save your time all that right what happens is there becomes a welling up within that business owner that starts to feel like you're pushing me into the premium package right so you gotta battle that the whole time and this is something that you know as you talk about value and as you talk about these grandiose value propositions you have to be very cognizant not to push them over so that they feel like you're trying to get them into a premium solution and it's too fancy here's what the business owner wants just do my taxes you know while you're in it if you find anything that'll reduce my taxes that's good i don't know do you do i mean i don't need anything fancy but i just need someone to like do my books throughout the year i'm telling you that's the way they all think if they don't they're going to be that 2500 a month and you can find them but what i'm trying to equip you here with is that the middle of the road entrepreneur business owner right um where there's kind of two stages i think there's the individual guys that and gals that are subcontractors real estate agents they're they're consultants they're being paid 1099 or they're just their own little business they don't have any employees that's one side and then the other side and that's an efficient that's all about efficiency for you and then on the other side you have these more complete they have they have employees they have a little bit more going on right they might have some ap ar they have more employees to run payroll with those folks are looking you as a staff alternative right but the idea here is your language needs to always start with the very basic hey i tell you what we do small business taxes and we do accounting and bookkeeping just to make sure that your books are all set up but really what we're all about is kind of three things so notice what i'm doing there start with the easiest okay because until you check off those two bookmarks of hey if you just want tax returns we do we only do small business tax returns we do your personal too if you own a business and we do bookkeeping we'll make sure your books are always up to date and then lean in but you know what we're really about we're all about giving you proactive advice through the year see when we're doing your books it's not just some guy overseas it's not just some person that doesn't know your business we're gonna get really in tune to what's going on in your business and the three things we do is one we're gonna show you all the tips and tricks we're gonna do them for you to make sure that you reduce your taxes as much as possible number two we're gonna like just do all the books so we do the bookkeeping we do the accounting we give you reporting we just make life easy for you and then we do it better than everybody else a lot of people don't know this that we p we keep you compliant so we save you taxes we make your life easy just doing it all for you and we're going to keep you compliant because we know how to do it well right now you can add some variations in there but you must start with even messaging wise somebody needs to get to your website and they need to clearly see what you do we help small businesses with their taxes and accounting we we help small business owners with tax accounting and bookkeeping services then underneath that you need to say we're one of the best at doing small business taxes but what we're really passionate about and what's unique about us is that we're not your everyday accountant we're going to go in and make sure that you pay your fair share and taxes and not a penny mark that's the word i use you can use whatever you want whatever that is but i'm telling you folks in our attempt to make sure that we're delivering great value and this i i've been listening to some of these guys i don't even remember what their names are but mandy that my uh my friend and other accountant that own it's accounting she was showing me a whole bunch of these uh yeah what was it was like a landing page this bobby or bobby bobert robert bobby i don't know anyways i'll find it here the idea is they're all about like oh my gosh you have to find people that value what you value and you have to sell based on value and you need to do this well the first thing the first part of this guys you got to be really careful that you don't come across as too fancy you always got to start out with just saying hey i tell you what don't get overambitious overly eager because i'm going to get into the second phase of this in the next video that first thing is is you cannot appear to be too fancy what you need is just like a fish okay if you're fishing and you're fishing for walleyes and you're jigging you're just trying to present a simple thing and it hooks it and you can't horse it in and horsing it in is appearing to be way too deep and wait and i'm guilty of that trying to be too big of a solution their main thing is i don't want to go to jail for not doing my taxes i don't want to owe a ton of money i don't want to deal with this crap i want someone to do it for me and i want it done right and by the way i'd like some reporting and some consulting that's their their core necessities in fact i'll add on to that guys you own the thing that every other financial rep whether it's a cfp a financial planner an investment representative a commercial sales person a pnc uh insurance salesman um whether they're doing like big in-depth like retirement planning it doesn't matter what they they want to be the tax person because accountants are positioned as like the number one um solver of problems and they're the authority they have to do their taxes if they don't people throw them in jail like literally so you need to at least get them on the hook for small business taxes like that's the number one thing in fact i would argue that even if somebody comes to you and says i don't want any of your other services the one service that i'm okay with you doing is doing tax returns for people that have small business taxes where i say don't say yes to other taxes so that you can focus on the the great don't say good just one-off tax returns because then you can't do the good i'll hit on this a little bit more but you you should say yes to every business tax client that you possibly can because they will get to a point where they want more in fact if you're good at what you do your passion and your thrill for helping them maximize their opportunity should lead you to a point where you're saying you guys i gotta help you you cannot you cannot persist in this we have to make this better so again don't be too fancy just whenever you're talking or any of your messaging it's small business tax returns bookkeeping and payroll just keep you always need to check out hey i tell you what we do small business taxes and we do like bookkeeping and accountant but really what we're all about is kind of two things and you can get into however you want to pivot from there there's probably 10 different ways to do it what we're really about is two things one we give you proactive coaching through the year to reduce your taxes and we do it for you like you don't have to mess around we just do it all for you and then number two we're kind of a one-stop shop where we do all the accounting for you and it you know every business is different so we can kind of look at this but here's what i'd like to do one if i could take a look at your tax return what i can do is just give it a look and find out if there's any low hanging fruit for taxes and then i'd love to peek into your account and i can come back and say hey here's some opportunities to save some taxes and if you wanted us to do your bookkeeping which we'd love to do and all your payroll and all that here's what it would cost so if you like the idea of that would you want us to do that and then oh yeah okay get the tax return more on that later but uh you can't appear to be too fancy if you're too fancy they're going to be freaking out and they're not going to want to work with you so good luck god bless hey if you need help with this guys we can do consulting calls on top of this and we'll help you do a ton here