suggests piggybacking your tax prep business onto existing ad
Rent to Own dealers are already starting to fight what Steve Minish, head of business development
calls the January through
March RTO doldrums by adding a tax preparation service to their
"While it's no secret that a tax prep service can increase
bottom line by tens of thousands of dollars during a short
period of time, what many don't think about with the holiday
season upon us is the importance of marketing to potential tax
customers now - two months ahead of the tax season - to get
maximum results, The secret to any marketing plan is to
advertise and do it early, often, consistently and effectively."
Minish says his system offers RTO dealers value - a "no-risk
and easy-to-offer eTax service." He is eager to make sure his
customers promote their in-store tax service to their customers
well before they might automatically start thinking about it.
Most likely your company is already doing some type of
advertising. He suggests you piggyback with current advertising.
Minish offers the following ideas:
• Have your sales staff wear buttons and/or ask your walk-in
customers if they have filed their taxes.
• Display your banners and indoor marketing materials
• Launch direct mail campaigns to customers with or without
• Run frequent e-mail campaigns to an existing data base.
• Hand out flyers every time a customer comes in to purchase or
make a payment.
• Provide instant refund estimates, available through eTax, on
the amount of a customer's refund to capture his interest in
merchandise. Remind him to come in to do his taxes before
getting his W2s.
• Offer an incentive to employees for selling the tax service,
such as giving them a $5 perk for every tax customer they sign
• Call existing customers.
• Offer in-store credit or coupons for every customer who brings
in a friend who signs up for the tax service.
A look at the numbers (provided by Etax)
eTax requires no investment to start offering tax services,
and as the "paid provider" it reduces the dealer's liability to
almost nothing. A minimal amount of work goes straight to the
bottom line. Also keep in mind that 50% of tax payers receiving
a refund will spend the entire amount within 48 hours.
If a store's database has 500 customers and a dealer captures
just 10% of them for tax preparation, that dealer will have 50
tax customers that generate $5,000 of additional profit (50
customers x $100 per return). The average refund amount is
$3,900, multiplied by those 50 customers is $195,000 of refund
money available to spend in a dealer's store. Think of the
possibilities of marketing so effectively that a dealer captures
20% and 30% of their customers!
"Once a dealer is established as a tax professional his tax
prep business typically will double in year two," says Minish.
"It's important to remember that 95% of the dealer's customers
are getting their taxes completed by a third party provider. Why
not capture that business through an effective and user-friendly
program? The way to do that is to have a proper marketing
For sales and more information, contact Steve Minish at
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