Leads für Steuerberater: Warum Kunden immer wieder abspringen

0:00Unternehmer/Gast For what type of >> accounting firms? >> Accounting firms. Okay. Got it. Got it. Got it. So you get the accounting firm small businesses. Got it. Okay. >> Qualify them to make sure that they need the services and then we put them on. >> That sounds great. >> The thing is, >> okay, >> the accountants, >> right, >> I feel like they don't see the value in it because they hate selling. But even though I teach them how to do a pricing plan and I teach them how to sell,

0:24>> they return. >> This is interesting because of the accounting thing mostly because I've spent a lot of time looking at accounting firms. It's just a space I'm interested in. There's huge multiples. It's super sticky. I deal with a lot of businesses. It would make sense, right? I think maybe the reason is not the reason you think it is. So for accounting spirits specifically, they're supply constrained more than demand constraint, most of them. So like a lot of times it's like they're not seeing the value in it because they're not really starving

0:54>> because they're supply constraint. The issue in accounting is that they need more accountants. Getting customers is typically not that hard because it's sticky as [ __ ] >> right? So you guys could fill them up and then they're like, "Oh, we can't handle anymore." >> Technically, that that's one of the biggest reason why they get it. >> The second is not seeing the value, not seeing results soon enough. Your 30-day Yeah, seriously. We're going to implement that.

1:19Alex >> Oh, yeah. For sure. >> Cuz it's like kind of tough cuz they don't want to spend on ads and they want us to do everything organic because they're used to referrals, right? >> Yeah, of course. >> And then I'm like, well, send us the referrals. We'll do the new lead nurturing for you. We'll put them in the calendar. You close the deals. My most successful clients are doing that. >> Is there any reason that I And I don't I would never normally recommend this, but I'm just asking any re I'm sure you tried at one point to start closing the deals for them, right? We never we but we've never had to close the deals for our clients ever. We were thinking about placing closers which are pre-trained to close. Would you charge?

1:52>> So I like to think about it as like what's the lowest amount that you'll that you'll uh take a a paying customer for if I get them for you for free. And so they'll just tell you a number and then I'll just charge what the [ __ ] I want. >> I mean you want >> and you can and if you really want to speed up cash flow too. Uh, and one of my favorite ways of doing this, especially in this type of model, is you charge more for onboarding.

2:17So, it's like you could say, "Hey, uh, you're going to do a tax assessment as the first thing, but you're going to let me sell that for you're going to do that for free. That's the deal." And then you can sell that for 10 grand, and then you can give them the customer for free, and then you can make 10 grand on every deal. >> So, they would have to pay us a fee up front. >> No, you collect it from the customer. They would do the delivery. So you sell the you sell the onetime thing. They do the delivery and they convert them on the back end.

2:45Alex >> Oh my gosh. >> I can sell a tax plan every hour. >> You can sell with a calculator. >> Then we have the calculator. >> Yeah, exactly. So >> you got to read read the mosy minute you just said that. >> Yeah, I did. Yeah, that's on my free email. >> Yeah, my shit's so good. Basically, and that that came from it was an accounting firm, but when you're when you're thinking about affiliates, it goes for everybody. It's like I the best affiliate models are this is basically a reverse affiliate deal. So, I was talking to an accounting firm and he was like, "How do I get affiliates?" And I was like, "You need to peel off a piece of what you do and instead because people everybody was like, "Man, I really want to start an affiliate channel." And I'm like, "All right, well, what's your affiliate deal?" And they're like, "We give 20% back to anybody who sends us a customer." And I'm like, "Everybody here does that."

3:27Alex And no one refers business to each other cuz no one cares about 20% of whatever it is that you have. And so, it's like you have to make a grand slam offer for the affiliate. And so the grand offer for the affiliate, the ones that I've seen work best are full integrations. Meaning I will do a service for you that you can sell with your thing and charge whatever you want for it, but then I will do the delivery, but I will get a free customer. And so then the cost per lead for qualified lead is the cost of delivery. And so if my hard cost of delivering a tax whatever, right? Let's let's say it's $200. It's like, well, would you pay $200 to have a qualified customer that you just did work for on your calendar? Well, hell yeah, I would.

4:08So, don't care. Like, don't worry about the fact that I sold it for 10 grand. You have a $200 cost. That's your cost. And then they're going to buy whatever else. And wouldn't you want a customer that paid $10,000? They'd be a way more qualified lead than somebody who's paid zero. So, you should thank me for the fact that I sell for 10 grand. >> Makes sense. >> It's easy to sell 10 grand packages when you're saving someone. Yeah, totally. >> Yeah.