Hey {{first_name | there}},
If you’ve ever had a prospect ghost after you sent the proposal, I want to show you how to solve that problem for good.
Most accounting firms try to close clients by listing their packages. "Our Core package includes X, and if you want Y then you’ll need our Premium package…"
BORING.
The firms that close consistently do something different. They're not selling a list of services. They're selling one big idea, a single belief, that when the prospect accepts it, makes every other piece of the conversation go smoothly.
I call this the One Big Domino.
Here's an example I use with our real estate CPA clients. The Big Domino for them is:
“Real estate + tax strategy is the best path to wealth in America”
Now think about what happens once a prospect accepts that as true.
→ Cost segregation studies become obvious. Of course you'd want one if you accept the premise.
→ Solo 401K setups become obvious. Same logic.
→ The Augusta rule becomes obvious. So does bonus depreciation. So does real estate professional status.
→ Spending money on a tax advisor becomes obvious. If this is THE path to wealth, of course you'd pay $15K to a specialist who runs the plays.
Without the Big Domino, every individual strategy is just another bullet point. With it, every strategy compounds in the prospect's mind.
So here's the question that matters: what's YOUR Big Domino?
If you serve contractors at $1M-$10M, it might be: "You don’t need to MAKE more to make your business feel calmer. You need to KEEP more of what you make."
If you serve content creators, it might be: "Your audience is your asset. Protecting and structuring that income is the difference between an empire and just 15 minutes of fame."
If you serve doctors, it might be: "You traded a decade of your life for the medical degree. You should be optimizing every dollar of that compensation."
The Big Domino is not your tagline. It's not your value prop. It's the unfalsifiable belief that, when accepted, makes everything you sell after it land harder.
Next Tuesday, this is one of the first topics we’re covering in our Summer Scaling Strategy Workshop. We walk through how to identify and articulate your Big Domino so the rest of your marketing and sales conversation gets dramatically easier.
- Peter
P.S. If you can't articulate your Big Domino in a single sentence, that's a tell. The exercise alone has unlocked 4-5 figure deals for our students within weeks.