My last post was about making the switch from a tactical viewpoint to a strategic one.
With tax season just a few weeks away, the next natural matter to discuss is your tax season strategy.
Before you even spend a dime deploying any of the tactical marketing weapons at your disposal, you should determine what your overall strategic objectives are. From the standpoint of Steven Covey’s 7 Habits, this would be the “begin with the end in mind” part.
Here are some things that I would encourage you to actually have answers for:
- How many returns did you prepare last season?
- What was your total return revenue last season?
- How many past clients do you WANT to have come back this year?
- Which specific clients are you not inviting back?
- How many NEW clients do you want to generate this season?
- What do you want your seasonal revenues to be?
- What is your actual seasonal marketing budget available for hitting your target?
- What specific additional services are you going to offer tax prep clients?
- What criteria will you use to objectively determine who to offer those additional services to?
- What checklists and systems do you need in place for an efficient tax season?
- What additional staffing needs does this planning create?
- What will be your revenue drivers immediately following tax season?
- What lessons from previous years can you apply to this season?
- What were your biggest frustrations from past tax seasons that you haven’t fixed?
This is just the tip of the iceberg of things you should be considering for your seasonal strategic planning. But hopefully this list of questions gives you a good place to start. I’d encourage you to actually answer these questions, and critically evaluate what you want to achieve this season.
As the old marketing adage goes, you can’t track what you don’t measure. Similarly, you can’t hit an objective that you don’t set.
Next time, I’ll be covering the idea of primarily focusing on your systems in order to hit your goals, rather than focusing on your goals themselves on a day to day basis.
I also want to quickly mention that the Georgian government has delayed the arrival of new recruits by two to three weeks due to some internal issues. While I’m fairly upset about this, there is nothing I can do about it, so I have decided to make the best of the situation. Since I suddenly have plenty of free time on my hands for the next two weeks or so, I’m going to make myself available for private consulting time if you would like to discuss your specific tax season strategy. Click here to order consulting time.