Roz Marketing Strategies September/ October 2018

The Roz Report




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Why We Don’t Make Promises We Can’t Keep

As a lot of you know, this past summer I ran a 4-hour online training session on my Tax Resolution Domination System and Toolkit. The training was livestreamed to our audience, and I was really excited to do this training. We spent a lot of time planning, testing, and working with the broadcasting company to get everything ready. Ultimately, the training was a huge success, but there were some technical glitches that went sideways when we first went on the air. Despite our careful planning, when you do a live show, there are enough variables that there’s a possibility for something to go wrong. When we went live, a lot of people couldn’t see or hear the broadcast! We were able to get that fixed and were up running smoothly again soon enough. I ran an encore presentation a few days later for viewers who missed the training due to the initial technical difficulties. But this was a reminder that, no matter how much you prepare, you can never control the outcome of something. This isn’t to suggest you can’t aim for a certain outcome. We should always do the legwork, putting in the time to prep and research as much as possible. Imagine how poorly things might have gone during the livestream if we hadn’t worked out a lot of the bugs beforehand! But while you should commit time to preparing, you can’t become married to a certain result. Expectations are resentments under construction. When you set up a certain expectation and fail to meet it, people get understandably upset. This ties into the concept of guarantees — something people ask me about a lot. Many of our members want to know how much they can or should be promising their clients regarding the outcomes of their cases. What kind of guarantees can they offer to convince clients they are the right choice for their tax resolution needs? My advice is simple: Only guarantee things that are totally within your control. When I was starting out and only in practice a few months, a new client came to me and asked, “Michael, can you get my wage garnishment resolved?” I took a quick look at his case, and my novice self said, “Yes, I can.”My confidence quickly evaporated when I called the Revenue Officer at the

“Expectations are resentments under construction.”

IRS assigned to my client’s case and learned my client had tried to punch him out when the officer visited his residence a few weeks prior. Needless to say, I did not get my client’s wage garnishment lifted. He was lucky not to be in jail for assaulting a federal officer! I refunded his retainer deposit, withdrew from the case, and wished him“good luck.”

Michael and Roslyn before Online Training

Guarantee great client care and service, that you’ll return phone calls within 24 hours, and that you’ll pursue every single remedy in your power to try to resolve their tax problem. Guarantee that you will be a vigorous advocate for your client. You can also say that, “Generally, our clients never have to meet or speak with the IRS.” Guarantee some measure of support and relief during their trying process. But don’t guarantee certain results when it comes to the IRS, because you really have no control over the result. It’s also considered unethical to guarantee results per IRS Circular 230. When it comes to tax resolution, the IRS gets the final say. If anyone is hesitant to retain you because you won’t offer them a results-based guarantee, just tell them this: “If you were in trouble with the law, I doubt very highly that your attorney could promise you a guarantee of how your case would work out.”

–Michael Rozbruch

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