Get More 5-Star Tax Resolution Reviews With These Tips From My Dry Cleaner

Believe it or not, I’ve been going to the same dry cleaner every week for the last 10 years. They have me and my habits down to a T. I come in at the same time — around 8 a.m. on Saturday mornings — to drop off my shirts, etc. and pick up fresh ones. The gal behind the counter always has my order ready up front ready for me. All I need to do is sign for it!?

Well, a few weeks ago, I was a little bit behind schedule. I walked through the door at the dry cleaner at 8:30 a.m. The woman behind the counter gave me a big smile.?

“I can’t believe you’re late!” she said. I quickly noticed that even though I was, she’d kept my order at the counter for me. As we were finishing our transaction, she said, “Oh, would you be able to write a Yelp review for me?”?

I said, “Absolutely! Send me a link, and I’ll do it right now.”

I wrote my review right then and there. On my way out the door, I realized she’d made a very smart move: She’d asked for a review of the dry cleaner at a moment when I was obviously happy with their service.?

This is something every tax professional can learn from! You don’t have to wait until a client’s case is settled to ask for a review on Yelp or Google or a testimonial to share on your website. In fact, you shouldn’t! You should ask for that review when your client feels really good about something you’ve done for them.

For example, maybe they had four years of unfiled tax returns when they first called you. Now, you’ve completed them all and reduced the amount they owed significantly. Your client is happy as heck right now. How do you think they would respond if you asked for a review at that moment? They’d probably say the same thing I did at the dry cleaner: “Absolutely! Send me a link, and I’ll do it right now.” You can get the same result by asking for a review when you release a garnishment on a client’s paycheck or a levy on their bank account.?

This strategy will help you gather five-star reviews more often and more quickly. It’s also great insurance if the client’s case doesn’t go as well as you hope.

The woman at the dry cleaner made a The woman at the dry cleaner made a second smart move when she asked for my review, too. Did you catch it? She asked me if I’d leave a review for her, not for the company. That capitalized on the good relationship she’d built with me by having my clothes ready upfront week after week. It also inspired me to mention her name in the review — which I did! If you have staff at your tax company, they can use this tactic with the clients they help. It will make them feel good and make you look good, too, by showing you have a staff on hand.

I’m guessing the gal at the dry cleaner asked me for a review because she (or her boss) knew I was a longtime customer with a high lifetime value (LTV). I decided to do the math myself. My average bill at the cleaner is $50 a week. Multiply that by 52 weeks in a year, and I spend about $2,400 with them annually. Over the last 10 years, I’ve become a $24,000 client!?

The dry cleaner has probably been making decisions about my service based on that number for years — which is the beauty of knowing your client’s LTV. If you don’t already run these numbers for your own business, I’d definitely recommend it.

?Each of your tax resolution clients is worth more than their case value. An individual tax resolution case might cost you $5,000, but if that client becomes a tax preparation client, their LTV goes up. That also increases if you cross-sell additional services like insurance and other advisory-type products to them.?

You should treat every one of your clients like royalty, as I said in last month’s newsletter. But calculating their lifetime value will help you identify the big fish you absolutely need to keep pampered and happy. Treat them right and plan carefully, and you’ll end up with as many five-star reviews as my dry cleaner!

-Michael Rozbruch

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