http://www.CPAmarketingGenius.com http://www.CPAmarketingGenius.com Designing Your Ultimate Lifestyle Accounting Practice By Salim Omar, CPA
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Designing Your
Ultimate
Lifestyle
Accounting
Practice
By Salim Omar, CPA
http://www.CPAmarketingGenius.comhttp://www.CPAmarketingGenius.com
• Congratulations on one of the most important decisions
you’ve made in your life
• Showing up on this online training was a move that I believe
will change the course of your future for the better
• Here’s why: Today you'll be discovering.......
Welcome
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• Skyrocket your profits in ANY economy
• More (better) quality clients
• Highly productive staff
• Liberate yourself from day-to-day stress and
headaches
• Create wealth with a lucrative exit strategy
What You’ll Be Discovering?
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• Why some practitioners (who are not smarter
than you) seem to have all the money, time and
freedom while you work hard and hardly anything
to show for it?
• Why some practitioners get things done fast, are
stress free while you might be struggling with your
day to day tasks?
• Why some practitioners attract quality clients who
pay, stay, and refer …without struggle or strain?
Have You Ever Wondered…
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• You are working too hard for too little
• Your practice has turned into just another JOB
• You are watching your life pass you by from inside
your office
• Your team is just a revolving door of barely
motivated employees
• You are overwhelmed by running your practice
You Are in the Right Place if:
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How to get the most from this training?
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I’ll show you how I went from $100k in debt to building
a systematized practice that allowed me to create
more wealth than I ever thought was possible (while
working less).
Systems for…
• Client attraction
• Staff Productivity
• Creating Wealth
My Big Promises
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I worked as a CFO in
Manhattan
Six figure salary, corner
office, prestige, etc
HATED my job – office
politics, lunatic boss and
long commute
Started my practice in 1996
My Story
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Not as easy
$100K in debt
Employee problems
Low quality clients
Cash flow always tight
Long hours – BAD lifestyle
My Story
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Stumbled across the 5 Steps to Practice
Management Autopilot
I now own a successful, thriving 12 person CPA
practice that allows me to live the lifestyle I want
Have been teaching and transforming CPA practices
for the last 7 years
My Story
http://www.CPAmarketingGenius.com
Copyright 200911
Feedback From Practitioners• Excellent, informative and timely tool to increase business volume. We should
have many more of these kinds of webinars. Thank you.
• Great points made by Mr. Omar that would help our practices to be more efficient and profitable!!
• I am using Salim’s program and already getting great results. I expect it to be a cornerstone to help me achieve my goal of doubling my practice over the next 12 months.
• This was the best webinar I've attended in the last 2 years. Thanks!
• Great conference. Mr. Omar is a genius. I learned a lot today.
• Excellent information. Very relevant.
• Salim practices what he preaches, giving me hope that I CAN run a successful practice and still have time to spend with my wonderful family.
• Best webinar I have ever attended
• I have tried many marketing programs in the past, Salim is the real deal. He is the marketing guru for CPA's.
http://www.CPAmarketingGenius.comhttp://www.CPAmarketingGenius.com
• Quality clients who are a pleasure
to provide services to
• Generates a high net profit
• Consistent cash flow
• Top notch employees who can be relied upon
• Systemized practice that operates like a finely
tuned machine
• Work less hours
What a LIFESYLE Practice
Looks Like
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What are the characteristics of a Lifestyle Practice?
Please select the correct answer:
• Poor Quality Clients
• Healthy and consistent cash flow
• Dissatisfied Employees
• 65+ hour work weeks
Poll Question #1:
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1. Understanding the BUSINESS You Are In
2. 50% Boost in Income by Delegating
3. Your Team Reduces Your Stress
4. Systems Equals Freedom
5. Raise Fees to Increase Take Home Pay
5 Steps to a
Thriving Lifestyle Practice
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So, really, what business are you in?
Are you in the:
- Tax return preparation business?
- Financial statement preparation (write up)
business?
- Payroll and sales tax returns preparation business?
WRONG!
Step #1: Understanding The Business
You Are In
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• How you define your practice is important
• You are in the REDUCING ANXIETY business
• It’s the #1 reason why clients select a CPA firm
• Do NOT undervalue yourself - “I just prepare tax returns”
• My patio story
• Next slide: NEW Paradigm
What Business Are You In?
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• Biggest fear – I.R.S.
• New Mindset: YOU are the CPA that PROTECTS your
clients from the I.R.S.
• You offer the “TOTAL” Package:
Preparation services (commodity) + Protection +
Trust + Advice + 5 Star Customer Service
= Market Domination
What Business Are You In?
The NEW Paradigm
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Understanding STEP ONE
(the “real” business you are in)
helps you with STEP TWO
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For most practitioners there are four kinds of tasks:
• $10 per hour work
• $100 per hour work
• $250 per hour work
• $500+ per hour work
• The fastest way to increase your income is to do more of the $250
and $500 per hour work
• Dump the $10 and $100 per hour jobs
Step #2: DelegateMost CPAs Are Working Way Too Hard
Key Problem
UNDER-DELEGATION
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What are the $10+ hour jobs?
• Answering the phone
• Responding to client inquiries (copy of tax return, etc.)
• Preparing monthly invoices, trying to collect fees
• Paying the bills
• Going to the post office and bank
Tiny Hinges Swing Big Doors50%+ Boost in Income
http://www.CPAmarketingGenius.comhttp://www.CPAmarketingGenius.com
What are the $100+ hour jobs?
• Preparing financial statements
• Preparing payroll and sales tax returns
• Preparing personal and business tax returns
• Responding to tax notices
Tiny Hinges Swing Big Doors50%+ Boost in Income
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Most practitioners are BUSY:
• CONSUMED by the $10+ and
$100+ tasks
• Doing it, doing it, doing it!
• Their income is on a FLAT plateau
• They work way too hard
• Clients DON’T appreciate and respect them
The Reality for Most
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What are the $250+ and $500+ hour jobs?
• Creating a SYSTEM that can DELIVER the: TOTAL PACKAGE
Preparation service (commodity) + Protection + Trust + Advice + 5
Star Customer Service = Market Domination
• Creating a CLIENT ACQUISITION System
• Creating a CLIENT RETENTION System
• Creating a system to increase the TOTAL CLIENT VALUE
• Creating a REPUTATION MANAGEMENT System
Tiny Hinges Swing Big Doors50%+ Boost in Income
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• If you get rid of all your “$10 per hour” tasks and only do $100
per hour tasks all year, you’d earn: $200,000
• If you shifted only 10% of that time to $250 per hour work and
another 10% to $500 per hour work, you’d make $310,000
• A slight change in the way you work boosts your income by
more than 50%
Step #2 for Practice Management Autopilot:
DELEGATE
50%+ Boost in Income
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What is the fastest way to boost your income? By
delegating:
Please select the correct answer:
• $10+ tasks
• $100+ tasks
• $250+ and $500+ tasks
• None of the above
Poll Question #2:
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1. Understanding the BUSINESS You Are In
2. 50% Boost in Income by Delegating
3. Reduce Stress with your Team
5 Steps to a
Thriving Practice
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What if:
• Your staff took responsibility as
if they owned the practice…
• Your staff truly understood how
much your time is actually worth and protected it
against time sucking activities that don’t produce
results…
• Your staff became more motivated, super productive,
and goal oriented…
Step #3: Reduce Stress with
Your Team
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• In the first few years of my practice, I had a revolving
door policy
• My staff was a mess. Turnover was ridiculous.
• I’ve made all the mistakes. And along the way, I’ve
learned exactly what works
• Today, I have a passionate, loyal team of talented
individuals working for me
• Their efforts make my firm a success, day after day
I’ve Made ALL the Staffing
Mistakes and More!
http://www.CPAmarketingGenius.comhttp://www.CPAmarketingGenius.com
It Results in:
• Good quality work being produced
• Less stress for you because you
know the work was completed properly
• Clients are happy so retention is high
• Profit is high because of efficiency and
you work less hours
Benefits of Having a Championship Team
Net Result
Great Lifestyle
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TWO TRIPS DURING TAX SEASON
Kenya
California
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2 Keys to Build a Championship Team
Recruiting(top talent)
Culture(high productivity)
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Poor recruiting results in
• Misfits
• Quitters
• Underperformers
• Cost $$$
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WHEN YOU GET THIS RIGHT
• Pick the smartest
• High performers
• Reach your firm goals
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"The secret of my success is that we have
gone to exceptional lengths to hire the
best people in the world.” Steve Jobs
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Successful hiring
Hiring Game Plan
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Successful hiringDiligent
4 Phase Interview questions
Phase One: Discover the candidate’s ability to self-assess
Phase Two: Look for compatibility
Phase Three: How much does the candidate want this job?
Phase Four: What are candidate’s technical abilities
Involve your team
More new hires FAIL due to personality / culture clashes
than the inability to perform the role
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Not involving your staff in the recruiting process is
a mistake you want to avoid?
Please select the correct answer:
• True
• False
Poll Question #3:
http://www.CPAmarketingGenius.com
KEY #2: CULTURE
• The personality of your firm
• The beliefs and behaviors that determine how a
company's employees and management interact
and handle outside business transactions
• A company’s culture can have a powerful impact
on its performance
• Culture is the glue that binds an organization
together and it’s the hardest thing for competitors
to copy
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HOW YOUR FIRM’S CULTURE SHOWS UP:
• The ways it conducts its business, treats its
employees, clients, and the wider community
• Extent of freedom with decision making, developing
new ideas, and personal expression
• How power and information flow through its hierarchy
• How committed employees are towards collective
objectives
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7 ATTRIBUTES OF HIGH PERFORMING FIRMS:
1) Honest (i.e. high integrity)
2) Performance-focused
3) Accountable and owner-like
4) Collaborative
5) Agile and adaptive
6) Innovative
7) Oriented toward winning
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THE CULTURE AT STRAIGHT TALK CPAS
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#1: Core Values
What are your core values?
What experiences from the last 3-12 months represent the values of your firm?
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Core Values Examples
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Designing your core values
• Get your team involved
• Pick categories eg: clients, growth, systems, etc.
• What is your most important belief about it
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2) Goals
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CREATE GOALS
Company goals:
one year and quarterly
Example:
Company goals: • Revenue goals
• Productivity goals
• Efficiency
Team member
TRIMESTER/KPIs
goals/KPIs
Team member goals:
• Revenue goals
• Productivity goals
• Efficiency
OWNER TRIMESTER GOALS
Owner goals:
• S & M
• High end technical work
• Team engagement
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120 Day Action Plan
Rocks for 120 Days (Focus, why, what, who, when, goals, KPIs)
One Page plan (Theme, critical focus, team celebration/reward)
New 120 Day Targets (Production Fee Earners %, Productivity Owner %, AHR Client Hours $, AHR Hours worked $, # of leads, # of sales meetings, Conversion rate %, Value of new projects won $, one on ones, Revenue $, Profit %, Gross Profit %.
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Work flow and Team Building
#3: COMMUNICATION
QUARTERLY TEAM MEETINGS
Weekly Huddles
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CURRENT SITUATION
Left hand does not know what right hand is doing
Client don’t benefit from the genius of a team
No sharing of knowledge
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WHEN YOU GET THIS RIGHT….
• Everyone is on the same page
• Focus on common vision and goals
• Accountability
• Get unstuck
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Meetings
Daily Huddles
Weekly Meetings
Monthly Team Meetings
Trimester
Team Meetings
Annual
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WORK FLOW MEETINGS
Weekly: 30 to 45 minutes
Schedule it and hold it, no exceptions
Start and end time
Team leader – encouraging but firm
Go over work flow tracking sheets – status and who’s doing what
Power of the mastermind to get solutions to any bottlenecks
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High Performance Firms are Agile and Adaptive?
True
False
POLLING QUESTION #4
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1. Understanding the BUSINESS You Are In
2. 50% Boost in Income by Delegating
3. Reduce Stress with your Team
4. Systems Equals Freedom
5 Steps to “Practice
Management Autopilot”
http://www.CPAmarketingGenius.comhttp://www.CPAmarketingGenius.com
What do you know about McDonalds:
• Consistent experience
• Same menu
• Same look and feel
• Run by high school kids on minimum wage
• Very profitable business
Step #4: Systems - The
McDonald’s Secret
Such a high level of efficiency, productivity and profitability is
only possible by: Building Systems
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• Inconsistent experiences for your clients
• Work NOT delivered on time
• Work produced with low efficiency
• Unhappy employees due to guesswork
• Delegation becoming more DIFFICULT
• You becoming a slave of your practice
Lack of Systems Leads To:
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Credit to Michael Gerber – the master at Systems
Development
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What is a System?
• Your practice is a system of systems
• Each system has a purpose, it produces a certain
result
• Like clockwork, predictably, on time, on
budget, every time
• Document each system - otherwise it is
not a system
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Systems creation strategies
• Have your staff create the systems
• See a problem as an opportunity to create a "system”
Problem being experienced:
Errors in tax returns
System solution:
Create a checklist to go through
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Type of Systems:
Workflow System
Staff Recruiting
System
Staff management
system
Lead Generation
System
Client management
System
Lead Conversion
System
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Example of a
"1040 Workflow" System
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http://www.CPAmarketingGenius.comhttp://www.CPAmarketingGenius.com
Procedure - Example ARRIVAL RESPONSIBILITIES
The reception area, including the administrative assistant’s desk area, is the first part of the office clients see at most practices. It is important that this area looks its best.
Remember: first impressions are lasting impressions.
Before even carrying out any duties, staff should know the importance of punctuality. The expressed start time for your business should be firm—8:30 a.m. means 8:30 a.m. and no later.
Upon arrival to the office, the administrative assistant first straightens the reception area:
Turn on the computer and open work-related programs. Browse through the scheduled appointments for the day to familiarize with clients who will be coming in for meetings and, if necessary, make sure client files have been pulled for meetings.
• Straighten brochures and materials (e.g. firm newsletter, etc.)
• Put away any supplies that were delivered
• Neaten desk and surrounding area
• Conduct any necessary cleaning. (Many practices employ a cleaning service to clean the office periodically, however, in-between cleans may be necessary between visits.)
• Check voicemails and emails.
• Restock the break room or related area.
• Empty all trash and recycling receptacles every other day or as needed.
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When you get this right……
• Streamlined operation
• Delegation becomes easier (freedom)
• Consistent 5 Star services
• Higher profit
• Own a firm, not a job
http://www.CPAmarketingGenius.comhttp://www.CPAmarketingGenius.com
Lack of Systems leads to?
Please select the correct answer:
• Clients have an inconsistent experience
• Work is not delivered on time
• Delegating becomes difficult
• All of the above
Poll Question #5:
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9 Out of 10 Firms are Under-Charging
Their Fees
Step 5: Raise Fees to Increase
Take Home Pay
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• You offer the “TOTAL” Package: (Step #1)
Preparation service (commodity) + Protection + Trust +
Advice = Market Domination
• Fees are a function of “supply” and “demand”
How to Charge the Right Fees?
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Economics 101:
What happens to price when its supply
goes DOWN and its demand goes up?
Fees: a Function of "Supply"
and "Demand"
Prices go HIGH
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1) Expert positioning
Example: Author, speaker, interviewee, etc.
2) Social proof
Example: Testimonials from existing clients.
3) Build VALUE
Example: (don't devalue the work you do, etc.)
a) I want to take the time to look at this from all angles to be sure we are doing the
absolute best we can to minimize your tax liability
b) There is a lot to this project. I will get started on it and will keep you apprised of
the status as I work through it.
How to Create “Demand” for
Yourself and Your Services
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How to Control “supply” - SCARCITY
1) Less accessible
NEVER say: Just stop by, I am here all day OR I can meet with
you at anytime
Instead say: I can meet with you at 2:00pm tomorrow or 11:30am
on Friday. Which works better for you?
2) My firm can handle only “x” number of clients
3) Currently at “near full capacity”
Charge the Right Fees By:
Controlling “Supply”
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How should a CPA “increase” demand for his or her
services?
Please select the correct answer:
• By expert positioning (e.g. author, speaker, etc)
• Become the lowest fee service provider
• Provide fast but poor quality services
• None of the above
Polling Question #6:
http://www.CPAmarketingGenius.comhttp://www.CPAmarketingGenius.com
1. Understanding the BUSINESS You Are In
2. 50% Boost in Income by Delegating
3. Your Team Reduces Your Stress
4. Systems Equals Freedom
5. Raise Fees to Increase Take Home Pay
5 Steps to a
Thriving Practice
http://www.CPAmarketingGenius.com
MY TURNING POINT….
I was at a LOW in my practice
I wanted OUT.
Working way too much.
Cash flow was tight. Low quality clients. Staffing issues. $100k in
CC debt.
I became a SERIOUS STUDENT.
Studied some of the brilliants minds. Modeled them.
Applied them to my practice to create a successful, 10 person
lifestyle practice.
No One is self made.
Do NOT re-invent the wheel.
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MODELING: THE FASTEST, BEST,
EASIEST & SMARTEST WAY TO SUCCESSValuable Resource to help you MODEL my transformation
What is the #1 challenge sited by 2500+ CPAs?
+ Client Attraction
MYTH from the 18th century: Build a better mousetrap and the
world will build a path to you
50% of problems DISAPPEAR when you take care of client
attraction
It’s the BIGGEST influencer to creating a lifestyle practice
Special gift for you - my BEST client attraction strategies
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THE MOST INCREDIBLE GIFT EVER
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($197 Value)($125.33 Value)
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To Claim your FREE Gift and to start your 30 day Risk-Free trial
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As part of my risk free offer to practitioners today, you
can get started for JUST $7 Activation Fee.
On Day 30 and each month you're a member, your card
will be charged ONLY $97 $47 for all these
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You may cancel at any time. You KEEP The Most
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FAST ACTION BONUS: (1ST 50 ONLY!)
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Practitioners ($167 value)
Learn and model how:
- They took their practices from ZERO to 7-Figures
- They attract and retain clients
- Staffing choices they make
- Etc.
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FEEDBACK FROM PRACTITIONERS "I have recently signed up 2 new business clients in my first month and have 3 potential new
clients that are getting their information together for me to review and discuss services I can
provide.” Michael Lewis, CPA, Rosemount, MN
“When I first started with Salim I had about 150 clients and now I’m up over 400 clients in a
matter of 2 – 2 and a half years.” Dan Henn CPA, Rockledge, Florida
“I studied and learned everything I could from the materials and then quickly put what I learned to
work for me in my firm. The results were everything I hoped for and could have expected.“
Ike Ikokwu, CPA, CFP, Cumming, GA
“I’ve had the best Tax Season I’ve ever had in 14 years of working on my own.” Sonu Shukla, CPA
"I am using Salim's program and already getting great results. I expect it to be a cornerstone to
help me achieve my goal of doubling my practice over the next 12 months.“
Peter Holtz, CPA, Stockton, CA
"I am confident that it should increase revenue by about $25,000 over the next 12 to 18 months.“
Steven Zelinsky- Minnetonka, MN
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Any?
CPA Marketing Genius LLCEmail: [email protected]
Telephone: (732) 566-3660500 Campus Drive, Suite 103, Morganville, NJ 07751
Next Steps…
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QUESTIONS