H&R Block Tax & Business Services: Referral Campaign

Challenge

H&R Block Tax & Business Services was looking for a way to boost referrals from H&R Block tax professionals. However, convincing this audience to refer their customers was difficult, as many tax professionals were very protective of their customers and cautious about making referrals.

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Alternative Views

Insight

One of the most rewarding aspects of a tax professional’s job is his/her ability to help people. It gives them something to feel good about at the end of the day, and ultimately it is what keeps their clients coming back year after year. So, if you’re going to motivate a tax professional to do anything, you better first show them how it will enable them to better serve their clients.

Uncommonsense

There are certain times when doing what’s right for your client means knowing when to ask for more specialized expertise. By positioning H&R Block Tax & Business Services as a resource to turn to in those types of situations, we helped tax professionals to see a referral as a means to better serve their clients and add value to their relationships. By communicating this, along with a referral incentive, we were able to help H&R Block Tax & Business Services exceed referral goals.