Happy holidays!


It’s the time of year when I reflect on the past 12 months and think about what’s in store for the next 12 months.

I’ve had an amazing year and am so thankful for you.

For my clients, thank you for entrusting me with a critical part of your business. I’m thrilled to have been able to write for some pretty great people.

For my friends, followers, and community, I have benefited immeasurably from your insight. I hope to have given back even a small portion of what you’ve given me.

You’re not going to hear much from me this week because I’m wrapping up some end-of-year projects for clients, I’m planning for next year, and I’m relaxing with family and friends. I hope you take some time to recharge your batteries as well.

I’ll be back with a vengeance in 2012 and I hope you will be, too.

Let’s work together this coming year to take your financial or real estate business to a higher level than you thought possible!

Have a fun, relaxing, happy, and safe holiday season.


Aaron Hoos

When selling, “Yes” and “No” don’t always mean “Yes” and “No”

Early in my career as an investment representative, I had booked an appointment with someone who seemed quite eager to learn more about how I could help them with their portfolio, but when I showed up at their house, they weren’t as enthusiastic. They weren’t cold but they didn’t immediately hand over their cash to have me invest it for them.

I learned a hard lesson about selling to clients: “Yes” and “No” don’t always mean “Yes” and “No”.

Selling your financial or real estate services to a prospective client might result in a positive or negative response when we first talk about what we do. And a positive response from the prospective client might inspire us to blaze full steam ahead while a negative response from the prospective client might cause us to slam on the brakes. We tend to think of “yes” and “no” as being binary responses – either a fully positive yes or a fully negative no.

But what successful financial and real estate professional know is: There are many levels of “Yes” and “No” when selling… they aren’t two responses; they represent a spectrum of responses.

To show you what I mean, I’ve mapped out a few points between the most resounding yes (the bullet at the top of the list) and the most resounding no (the bullet at the bottom of the list)… and then I listed some of the shades in between.

(The “Yes” side of the spectrum)

  • Yes! Absolutely I am eager to get going right this instant and there is nothing holding me back from immediately committing 110% of my resources and attention.
    • Yes! I want to move forward and I’m interested in moving forward as quickly as possible.
      • Yes! I want to move forward soon.
        • I am interested in moving forward.
          • This sounds interesting and I’ll listen.
            • I need more information.
          • I’m not sure this is right for me.
        • I don’t think I’m interested
      • No! I don’t want whatever you’re selling right now. I don’t need it at this present time.
    • No! I don’t want whatever you’re selling. It’s not right for me.
  • No! I don’t ever want to see you again. As soon as you leave, I’m going to change my name so you can never ever get in touch with me.

(The “No” side of the spectrum)

Obviously it’s impossible to capture all of the degrees between yes and no but I’ve listed enough to give you an idea of what I’m talking about — yes and no aren’t binary; they’re two points on a much larger spectrum.

So, when you’re selling and you hear “yes” or “no”, keep investigating.

You might discover that the “yes” isn’t as eager as you were hoping for. You might need to increase the sense of urgency once you’ve sold them initially on the concept of you helping them… to turn a “Yes, later” into a “Yes, now!”

Or, you might discover that the “no” isn’t as much of a rejection as you thought it was. Perhaps they have objections that they can’t formulate in their mind. You might need to ask questions to help turn a “No, I’m not convinced” into a “Yes, now!”

No matter what you hear the customer saying, that’s not the final word… you need to go deeper to find out what they really mean.

10 ebooks an accountant or bookkeeper should write

Even though you likely serve a local clientele, that doesn’t mean you can’t excel online. You can grow your local practice using ebooks, or you can broaden your client base by selling some of these ebooks.

In the list below, I’ll use “Springfield” as an example of how to use local-specific content in some of your ebooks. Obviously you’ll want to exchange “Springfield” for the name of the area you serve.

Also, I’ve used the words “accountant” but you will probably want to only include the title that best describes you.

  1. What to look for in an accountant
  2. How to become a successful accountant
  3. 10 ways to save money on your taxes WITHOUT having to use an accountant
  4. How to start and grow your business in Springfield
  5. The 7 most common financial problems most Springfield businesses face (and how to solve them)
  6. The 9 quick wins you’ll get when you first starting working with an accountant (and what you’ll need to do before hand)
  7. How to start a Springfield business with less than $1,000
  8. A simple guide to understanding and interpreting your own financials
  9. 18 ways to increase profit in your business
  10. The must-have team for success as a Springfield business

What I’m working on this week (Dec. 19 – 23)

I’m living in the weird purgatory of continuing regular projects for clients and wrapping up year-end projects… but knowing that a lot of people are not even thinking about starting new projects until the New Year.

It’s the calm before the storm because my 2012 work calendar is filling up FAST. So if you want to start a project with me in the New Year, you might want to shoot me a quick email now just to briefly let me know.

And this week, I’m….

  • Wrapping up some content on a huge product launch that a real estate investor client did last week. (Specifically, I’m making some changes to the sales pages, adding a new product tier, and doing some work on the free bonuses.
  • Working on the next version of a real estate agent client who works with distressed homeowners.
  • Continuing the lengthy process of writing two print books for real estate investors
  • And (hurray!) I’m STARTING a book-writing projects for a financial advisor client

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