Pronto Tax School

Step 2 of The Pronto Path: Activation

The second step on The Pronto Path is Activation. In this episode, we walk you through building, testing, and validating your Unique Selling Proposition (USP). This is a critical step many skip past but it is foundational to your success. In this series, we are walking through the 9 steps of The Pronto Path. The Pronto Path is a career roadmap or framework to remove fear and doubt from the tax profession. If you’re wondering how to get from where you are right now to where you want to be as an independent tax professional, this show is for you!

Resources mentioned:

Tax Pro Nation is sponsored by Pronto Tax School, Inc. Sponsored links include:


[27:03] “The less unique you are, the more you have to market.” —Jeff Dolan
[27:22] “If you do everybody’s taxes, you do nobody’s taxes.” —Jeff Dolan

Topics Discussed:

[01:42] Summary of The Pronto Path
[03:07] Why The Pronto Path is so needed and helpful to tax professionals
[04:55] Unique Selling Proposition (USP) sounds like sales jargon to me!
[10:01] Download The Pronto Path for free at
[10:44] The one attitude about sales that can sink your business if you let it
[11:12] The one feeling that confirms you are testing your USP correctly
[13:20] What is USP really? With some examples [Also listen to the USP formula given in S1:E0]
[15:40] How to measure your success in your sales efforts
[19:15] How sales can be like dating
[20:43] The difference between marketing and sales
[25:22] Why tax pros struggle so much with sales and marketing
[26:10] What successful franchise tax businesses understand that can benefit independent tax pros
[27:03] “The less unique you are, the more you have to market.” —Jeff Dolan
[27:22] “If you do everybody’s taxes, you do nobody’s taxes.” —Jeff Dolan
[29:07] How to spend a lot less on your marketing without sacrificing sales
[29:40] Visit to learn about the Basic Income Tax courses to get educated
[30:31] What if I’m not going to limit my tax business to such a niche audience?
[31:50] The one skill you need to play the long game in the tax industry
[32:31] What tax pros can learn from a wedding photography business
[35:24] One tool that most top sales people use that will benefit tax pros in the Activation step
[37:10] How to be super salesy and NOT the kind of tax pro you want to be
[37:37] A tip on how to follow-up with prospective clients and build a relationship long term
[38:15] What is a sales cycle? And why should I care?
[38:55] What is a brand? What is branding? Is it BS?
[42:29] An example of successful tax pros who understand USP and branding (Rod and Ryan with Gotta Do My Taxes in LA)
[45:50] Are you in the Rapport Zone with potential clients?
[46:35] The entrepreneurial wave and how to profit from it as a tax pro. Visit
[47:13] Why referrals and the Net Promoter Score (NPS) are still the gold standard and how it is much easier today
[50:37] The one question to remember to ask folks when testing your USP
[52:39] At what point in your process are you asking for referrals?
[53:25] Another great referral tip! #valuebomb
[54:23] Three things to maximize your referrals!
[55:37] Two tips on how to release the pressure on yourself in the Activation step

Step 2 of The Pronto Path: Activation

4 thoughts on “Step 2 of The Pronto Path: Activation

  1. I like how you can jump to different sections of the podcast quickly and easily to pick out the parts that are most interesting to me. Well done

  2. I really enjoy the Podcast! The information is really helpful. I have a question about creating a niche. I live in the Los Angeles area as well, and entertainment clients are my target market, as many other tax accountants here. How do you stand out in a place like LA where many accountants are specializing in the same industry? Thanks!

    1. Thanks Natalie! Glad you are enjoying it.

      One idea for you in LA is to map out where the existing competition stands on a “niche graph” and go where there is “white space” where no one is serving that combination.

      For example, if the graph from left to right is least expensive to most expensive, are there any gaps you could fill? What about from child actors to elderly actors? Any spaces for you there? How about the spectrum from regular working actors to new actors with “lumpy income?” How about actors versus crew versus executives? How about from high touch service to all online service?

      Keep drawing these graphs or spectrum lines and assess where the competition is on them versus where you could fill a space. Then ask yourself if your skillset and desire to serve that market can meet the need. Then find out if there is enough of a market there in that niche to meet your financial goals.

      Form a hypothesis and test it: Is there a need for working with parents of new child actors with regular acting work who just moved to LA?

      Hope this got your mind thinking more critically! We wish you all the best.

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