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Listen Now, Market Later


Marketing MondaysIt's the middle of tax season, and marketing is probably the furthest thing from your mind. Of course you don't have time to be actively marketing. But this time of year is unique; you have more customer contact now than at any other time. And all that customer interaction can provide a lot of valuable marketing opportunities. Of course, you don't have to act on them now. All you need to do right now is listen. 

What kinds of questions are your customers asking most? And perhaps more importantly, what are the underlying reasons behind those questions? Are there additional services that you could provide to the client that could alleviate some of these situations? If so, make a note while it's fresh in your mind. 

You can get similar information from the documents that your clients provide to you for their tax returns. You probably encounter dozens of situations where clients should have done something differently, where you could have saved them time, money, and aggravation had they brought this to your attention earlier. Make a note of it. 

Of course, this is not the time to act on these opportunities. Your clients may not react well to your trying to "sell" them something additional right now, and maybe it's too soon to educate them on something they did "wrong." In any case, you don't have the time to do those things right now. But it's a great time to take note of potential opportunities that you can pursue later, when busy season is over. 

By keeping your ears open now, you may be able to generate some additional business in the future. At the very least, your follow-up will show your clients that you're thinking about them and that you care about their needs. 

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