Getting past “maybe” with your tax prospects

Yesterday, I shared two sales closing tips that will help you sell more tax services. Today I’ve got one more for you.

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Did you miss Tuesday’s webinar with Nate Hagerty, “Dominate Your Local Online Market“? I twisted Nate’s arm a bit, and he agreed to make a replay of the webinar available for a couple days, but he’s taking it down on Friday. Watch the webinar replay now.

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One of the worst possible things to hear during a meeting with a prospect is the dreaded phrase, “I need to think about it.”

When a prospect gives you a maybe, it’s not really a maybe. In all actuality, it’s a “no”. In all my years in various sales professions, I’ve never once had a prospect change from a “maybe” to a “yes” completely of their own accord.

Converting your “maybes” into a “yes” is the easiest way to increase your revenue. The prospect is sitting right there across from you or on the phone. You’ve already spent the marketing dollars and time to get them to this point. It makes no sense to make a weak effort to convert them from a prospect into a client.

Remember also what we discussed yesterday: Your attitude about the value you provide your clients has a huge impact on your ability to close sales. The same thing applies to your ability to convert a maybe into a yes. If you have any doubt about the value of your professional services, then you’re far more likely to accept a “maybe”.

When a prospect says “I’ll think about it” or “maybe”, what they’re really saying is that they don’t feel that the value you’re delivering them is worth the fee you quoted.

In other words, you can think of their “maybe” or wanting to sleep on it as really a request to expand on the value you’re bringing them. To get them to a yes, they need to understand the full value of what you’ll be doing for them.

Oftentimes, this simply involves re-explaining what you’re going to do for them. When talking to a tax resolution prospect, I actually walk them through a 3 to 5 minute explanation of the process, and what benefit they’re going to receive from each step of the process. When you explain the benefits that people are going to derive from your service, it’s easier for them to recognize the value in it. Never forget that people buy benefits, not features.

In your conversation with your prospect, you should have picked up their dominant buying motives. In other words, they’ll express to you the pain they are experiencing, and precisely why they want it to away. It could be the shear frustration of trying to do their own tax return, or the fear of losing their entire livelihood to an IRS seizure. You need to equate the services you’re providing with the pain that they are trying to avoid.

Since we’re dealing with numbers, it’s also possible to create value correlations to savings. For example, when you’re going to save a client X dollars, and your fee is Y dollars, but X is greater than Y, then in reality your services are free. Being able to explain in real dollars that your services actually become free because of the financial savings that comes from hiring you makes a pretty compelling case for your value.

In the preceding three paragraphs, I’ve covered three different ways of reframing your value proposition to your client. When explaining your value proposition, use the sales tie-downs that I wrote about yesterday to get agreement from your prospect. When they understand your value, you believe your own value, and they agree with that value, then you’re on the way to converting many of your “maybes” into paying clients, which is win-win for everybody.

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