JAB, JAB, Jab … Right Hook!

Gary Vaynerchuk has become one of the premier social marketers of our century. His initial foray into the world of social media marketing began as he built his family’s wine business from a $3 million business to a $45 million-dollar business. While his approach is simple, it requires a considerable amount of thought and introspection to gain traction with a particular business. In Vaynerchuk’s language, “ . abs are the value you provide your customers with: the content you put out, the good things you do to convey your appreciation. And the right hook is the ask: it’s when you go in for the sale, ask for a subscribe, ask for a donation.”

In the tax industry … both the tax preparation sector and the tax resolution sector … there is an abundance of choices available to the client. To succeed in this overpopulated field of choices, the tax professional must demonstrate that he/she is, in fact, THE TAX PROFESSIONAL to meet the needs of the prospective tax professional. When you identify your unique value proposition (as described in my previous blog), you must begin to communicate your competency through a series of jabs.
As you narrow your focus of expertise, you will discover insights, techniques, and understanding that can set you apart from the competition.

You ‘jabs’ can encompass any of these elements from your experience or your continuing education. You will want to ‘drip’ this information to your prospective clients (as well as your existing clients) help reposition yourself from a general practitioner to a specialist with unique qualifications to meet their needs. Over time, you can offer soft right hooks in the form of a special report or white paper that addresses their unique needs. Your goal is to move the conversation from a one-way push to a dialogue, where they are responding back to you with feedback, compliments or questions.

I use a simple tool called agilecrm.com with is a full-featured customer relationship management tool that lets me communicate with and track the activity of my prospective clients. This tool allows me to communicate with my potential clients and identify those that desire to engage at a deeper level. As I stated at the beginning of this message, the approach is quite simple. However, the implementation will take you some time, as you identify your ‘right and perfect’ client and plan your communication … and follow through plan to turn suspects into prospects into clients.