Hey {{first_name | there}},
When a prospect calls you about getting their tax return done, they're not actually calling about getting their tax return done.
They're calling because of something underneath that. Something they probably haven't told you yet.
Here's a real example. A typical accountant handles a new prospect inquiry like this:
“I just need my tax returns filed for the year."
The accountant quotes the price. Prospect either signs or shops around. Done.
But what's actually happening underneath? What if we probe to understand the needs they aren’t even aware of yet?
→ "Why do you need this filed?"
→ "Because I need to show income."
→ "Why?"
→ "Because I'm trying to get a loan from the bank."
→ "Why?"
→ "Because I want to scale my business."
→ "What does scale mean to you?"
→ "I want to bring on a partner and double our revenue this year."
Now you know what they actually want. They don't want a tax return. They want to fund their growth.
If you stop at "tax return," you're a $400 commodity. If you understand they're trying to fund growth, you're suddenly the strategic partner who can:
→ Get their books clean enough to pass underwriting
→ Help them structure the partnership
→ Set up the tax strategy for the larger revenue base
→ Be in their corner when the bank asks for projections
You also have the ability to charge significantly more, because you're solving the actual problem, not the surface symptom.
This is the 5 Whys technique. Ask "why" five times before you stop. Most accountants stop after one. The ones who go to five close higher-ticket deals because they've surfaced the real reason.
This is one highly specific tactic, but next week during our 3-day Summer Scaling Strategy Workshop we’ll be breaking down the entire strategy for creating a high-value offer you can consistently charge $5k-$20k per client.
- Peter
P.S. We’re also offering VIP tickets with a couple sweet bonuses. Just select “VIP” after you register and you’ll get access to a special session after the main event.