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September 15, 2023 18 mins

Join us on this fiery episode of "Fired Up" as we dive deep with Liza Quinones, the mastermind behind Tax Ninja Pro. From her humble beginnings as a tenacious single mom to her meteoric rise as a 10X certified business coach, Liza has defined what it truly means to hustle with heart. Get an insider's look at how she's empowering tax professionals to break the 6-figure barrier and her secrets to building an empire from the ground up. Her story is not just about taxes; it's about transformation, grit, and the magic that happens when you're truly fired up to do something great! Get ready to be inspired.

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(00:01):
tell me your why for starting the
coaching business while I was still in
school I lost my job I was a single mom
with two kids and kind of like that
desperate moment of what do I do now
when you know that you've affected
somebody's life and their family in a
positive way I think there's there's
nothing more motivating and it's great
to see that impact that you're having

(00:25):
fun
[Music]
welcome to fire it up with Brad Reba I'm
your host and I have a very special
guest for you today Lisa Quinones who is
the owner of tax Ninja Pro so tax Ninja
Pro has a six-figure accelerator that

(00:46):
coaches Professionals in the tax
industry to 10x their business Lisa
welcome to the show today
thank you thank you for having me Brad
I'm really excited to be here with you
today yeah I'm excited to have you on
for those that don't know Lisa is my 10x
business coach he has been helping me
through the path of all things 10x she

(01:06):
is an elite coach and that means that
she has all of the skills and training
and certification that I'm aspiring to
get but she is already passing on to me
and my community so when you when you
work with me you've got access to my
knowledge but also you know know that I
am a coaching client as well as a
practitioner so I wouldn't ask you to do

(01:26):
coaching if I didn't do it myself and
Lisa has been a great coach to me so
thank you for being on this means a lot
thank you thank you that's really
important because I myself have a coach
and I think if you really want to be
successful in any business you
definitely need a mentor
um there's nobody that has a successful
business that did it on their own it is

(01:47):
very very difficult to grow and scale
without the knowledge and the skills
from somebody who has already grown and
scaled their business absolutely and so
you've already had a very successful tax
business Tech Ninja Pro was doing well
as a and you have actually several
businesses we should say that you own so
what was tell me your why for starting

(02:08):
the coaching business
so I'm going to actually take you back
to when I first started and when I first
started in the tax industry this is not
something we've actually talked about
Brad but I actually started because I
was going through a point in my life it
was around you know the housing market
crash I had lost my job I was a an

(02:29):
accountant for a trucking company while
I was still in school for my um I have
my Master's in accounting and so while I
was still in school I lost my job I was
a single mom of two kids and kind of
like that desperate moment of what do I
do now so I actually started bartending
while I was in college I asked for more
shifts because I needed to make more

(02:50):
money and even through you know crashes
and when people don't have money
everyone has money to drink so I was
like okay safe bet I can go bartending
and what happened is I started my
business because some of the girls at
the at the bar were like hey I tried
doing my taxes on TurboTax and I owe all
this money and because of the tips
and then I got referred to other girls

(03:11):
that worked in strip clubs and dance
clubs and things like that and so I
actually started my tax business with a
little uh you know the 49
um
Canon printer that you get at Walmart
yeah it's still forty nine dollars oh
it's so funny and I had a laptop that I
had from a pawn shop and I was like okay
I'm gonna I'm gonna my savings and I

(03:33):
borrowed a little bit of money to get
this put together and I would work at
the club and then after I got off of my
bartending job I would literally drive
from strip club to strip club to strip
club and do taxes in the back like of
the rooms where the dancers would get
ready and I was making large amounts of
money I mean we're the first year I

(03:53):
think I made like seventy thousand
dollars and that was in three months but
what led me to coaching was is that
there was a lot of mistakes that I made
in my business that when I found my
mentor when I got in with Grant Cardone
I was like oh my God so many mistakes I
made from the beginning that I could
have been 10xing my business years ago
and the first year that I started

(04:15):
mentoring and coaching with Grant and
just being in in his uh cardonew and
everything that he does I hit my first
million dollar year wow and I was like
okay this stuff works yeah and I
literally instead of drinking the
Kool-Aid I was swimming in the Kool-Aid
and I realized that had I gotten

(04:35):
mentorship a lot sooner I would have
been able to take the bullet train to
success so that kind of was my why in
starting my coaching program and we
launched it five years ago to help other
tax professionals grow and scale because
my overall vision of our company is to
be able to impact the million families

(04:56):
to learn financial literacy to learn how
to start a business all the things that
are not really taught to those that are
in undeserved areas and it wasn't
readily available when I was younger
there was no social media there was no
Tick Tock you know I I was in that
generation that had didn't have that
kind of information so I wanted to be
able to give that information back and

(05:18):
so we launched our six figure
accelerator uh five years ago we are
coaching those that are are starting or
already are in the tax industry and are
not breaking that 100 Grand like
nowadays 100 Grand you're still like
living paycheck to paycheck and we we've
been able to successfully create over a
hundred different tax professionals that

(05:40):
make multiple six figures and we have 60
tax professionals who have hit million
dollar years in the past five years
we've been able to service over 300 tax
professionals helping them grow and
scale their business that's fantastic
and and I think it's interesting that
you and I share that you know you were a
student of Grant Cardone and the 10x

(06:01):
rule before you decided to coach it you
saw it working in your business took you
from where you started with really very
sounds like very little resources not a
large list of clients but that's proof
that you can start from nothing people
say well I don't have the money to start
a business or I don't have a list of
clients you went out and found who you
could serve and you worked with the

(06:22):
resources you had and I think that is is
as important that mindset which we we
teach at the in tax coaching that you
have to have a 10x mindset first before
you can go achieve those results so you
brought that to your business and I
think you're just compounding it and
accelerating it as you said the six
figure accelerator with the training

(06:42):
that you provide so in terms of the
coaching business as you've grown in
scale what were the one or maybe two
biggest challenges you faced and you
know what would you say to someone that
is trying to grow and scale their
business from what you've learned
I think the number one mistake that we
make when we start our own businesses is
that we think that nobody else is going

(07:03):
to do it better than us and so we stay
with that small mentality like if it's
just me and one other person you know
the quality of service is not going to
die down and I think that was the
biggest mistake that I had in the
beginning because I was doing all the
work I was doing all of the taxes I was
doing the Outreach I was doing the
initial calls I was doing the cold calls

(07:24):
I was taking literally like little
flyers and hanging them on doors and
again this was before social media so
the door hangers you know the pizza
things that you get yeah I was doing
that for my tax business and it was
crazy because I was killing myself I was
working from 9 A.M in the morning till 8

(07:45):
00 p.m and then going to bartend from 10
pm at night till four o'clock in the
morning and then doing taxes at the
strip clubs from four o'clock in the
morning till six o'clock in the morning
go going home taking the kids to school
taking a two-hour nap and going right
back to the office and doing this all
over again and so that goes back to
thinking that I had to do it all and

(08:07):
wearing all those multiple hats and
there was things that I wasn't really
good at like I saw I at that point I
sucked at marketing and I really sucked
at sales like I my sales pitch was
horrible but I knew that I was great at
my job so I was like hey let me just
show you what I can do and then you can
pay me if you want to like you know
those are like the biggest mistake was
just thinking small and staying small

(08:29):
instead of really focusing on on
systemizing my business and empowering
my staff to make the same decisions that
I would make to have the same knowledge
that I have so that I'm duplicating
myself and it took a couple years to
kind of have that click that the more I
Empower my staff the more of me I can

(08:51):
have to go around sure and I think as
the secret to scale is you have to learn
how to replicate yourself you have to
learn how to take your efforts and
magnify them rights leverage we talk
about leverage and until you learn how
to do that you're always going to be
stuck at the cap of what you can do the
hours in your day the energy level that

(09:12):
you can bring and otherwise in your case
you had to learn how to multiply your
efforts and in building that team are
there anything that you learned that you
know either you would do differently or
just advice for people that are trying
to build and scale a team that are that
solopreneur doing it all I would
definitely have focused on the team that

(09:34):
brings in income producing activities
because when I when I first started
building my team I was like okay I need
an assistant and I need somebody to
answer the phone and I need somebody to
do this because I wanted to get those
mundane tasks off of my to-do list so I
can focus on selling and doing you know
all bringing in the clients so I was
still adding more work to my plate where

(09:56):
I should have invested is in building
and grooming tax preparers so that I can
focus on bringing in clients and they
can focus on delivering the tax returns
and so that was one of the biggest
mistakes that I made in scaling was not
focusing on
grooming income producing activities and
putting people in place to deliver it

(10:18):
and get it done so that I can do what's
best because I'm I'm great at bringing
people in
so yeah that would I I would say that
that's it like as you're building a team
see what brings in you know income to
your business what drives Revenue to
your business and start building that
team to produce you know income for your

(10:39):
company that way you don't feel you know
like it's a cost and that's that's
something that's so important that
mindset difference is is a shift that I
think 10xers understand right Grant
Cardone says that people don't cost
money good people don't cost money right
they're going to bring Revenue to your
business and so this mindset that oh I
can't afford to hire somebody well if

(11:01):
they are producing income right if they
are Revenue generating parts of your
business then you absolutely can figure
out what percentage of their their
production you can pay them and you you
can come to some agreement so they're
paying for themselves and and growing
your business we're not talking about
like you said you don't want to go and

(11:22):
hire that assistant first because
they're not producing Revenue gonna put
more work on your plate and so I think
it's important as you say to look not
just who you hire but where in your
business do you need that acceleration
and that's that's great that you
recognize that
so yeah definitely it's important
so looking at at the coaching business

(11:43):
you know it's important that uh Grant
says to write down our wins right make
sure that we celebrate our success I
know one of the things I always look
forward to in our meetings is you always
start us off with a win what are your
wins so in that same uh in that same way
I'm going to ask you what are the things
that you're most proud of in your
business
I think what I'm most proud of is to be

(12:07):
honest with you is being able to help
our clients get to their financial goals
because I've I can honestly say that
that is one of the most rewarding things
that I've been able to do one of my
mentees that
is one of my favorites and and I know I
shouldn't have favorites but she's one
of my favorites and her father her

(12:29):
father passed away recently and it was
in her first I want to say the first
four months of coaching and she called
me because I sent over a huge you know
flower arrangement and and I've gotten
to know her family like she's come to
both of my main offices in Dallas and in
Tampa and so that's why I was like

(12:49):
instead of a mentee like she's come part
of the tax Ninja Pro family and when her
father passed away she called me and she
was like Lisa without the coaching
without being able to scale my tax
business I would not have been able to
pay for to bury my father the way that
he deserves you know because in his he
wanted an elaborate plan and have all

(13:10):
his kids around and she was able to fly
in all her brothers and sisters because
they they all come from a very poor
family she was able to fly everybody
into Georgia for them to all be together
to bury their father wow and that just
it oh I'm getting Goosebumps and
and it's an emotional thing because I'm

(13:32):
invested in their growth and I'm
invested in their success and we say you
know our number one goal in our coaching
program is to make sure that they're
being successful and holding them
accountable like hey these are your
goals you want to achieve this is your
why keep going back to your why and so I
want to say that that is the most
rewarding thing is seeing not just our

(13:53):
mentees but we do that in our tax
business as well as making sure that our
clients are hitting their financial
goals whether it's buying their first
house or being the first homeowner in
their family and being invited I mean I
got invited to somebody's housewarming
last week and I'm like oh I'm in a
different state but uh you know I'll
send out a housewarming present she's
like my whole family's coming like

(14:14):
nobody in my family owns a house and so
those are the things that are rewarding
is to see other people succeed
that's really something that's great
when you know that you've affected
somebody's life and their family in a
positive way I think there's there's
nothing more motivating and it's it's
great to see that impact that you're
having so what what is next for uh for

(14:35):
tax Ninja Pro
hiring other coaches so that I'm not the
only one coaching I have two other
coaches that that work within our group
so we're going to be
grabbing from our mentees that have gone
through the coaching program and kind of

(14:56):
building them up to be coaches
and then honestly like scaling the other
two businesses that I that I have which
is a mortgage company and and
um our software companies so that the
goal is by the time I'm 50 be able to
have you know a billion dollar business
so that's that's great that's the goal

(15:16):
that is a tedx goal if I ever heard one
that's awesome yeah great well so if if
people are looking for a job to help you
scale if they are looking for
information if they want coaching how
can they contact you how do we reach you
so they can actually either call me
directly because I still give out my
personal number which is

(15:39):
813-531-5812 or they can go on to taxed
into pro.com uh click on the link and
book a free Discovery call that's great
and you guys are all over social media I
see all your stuff it's great
so they can find you on on Instagram on
LinkedIn what else Instagram LinkedIn
YouTube Facebook
threads Twitter yeah you're teaching me

(16:01):
about all these this is great
all right well and and anything that I
didn't uh mention that you wanted to
make sure we got in
I just think you know anybody who is
anything regardless of whether you're a
tax professional or you're in a software
company or you're a roofer or a nail

(16:22):
tech definitely look for a mentor look
for somebody who's done it who's paved
the path to success who is successful
because you're going to be able to learn
from their mistakes and avoid a lot of
time
um spent there was a lot of time and
money that I spent trying to learn how
to run a business when that's not

(16:43):
something I was ever taught so I think
anyone who's out there listening either
thinking about starting a business
already has a business and they're not
where they want to be find a mentor that
is the type of life that you want to
live that has the business that you want
to have and and go reach out to them and
say Hey you know I would love to have

(17:03):
you Mentor me or can I come Shadow you
or you know what what Grant says get in
the room whether it's you know serving
the water or putting down the napkins
like get in the room with somebody that
you want to be a mentor whatever way it
is because if you're struggling as a
business owner right now there's
somebody who's already successful in

(17:25):
your industry
find some way to have them Mentor you or
you know pick their brain or pay for a
call with them to say hey I you know I
have some questions like you're super
successful in this industry and I'm
looking to start or I'm looking to
expand or I'm looking to do better you
never know the worst thing that somebody
can tell you is no
check up the phone and call somebody

(17:46):
else right right if you don't ask the
answers already know so you got nothing
to lose exactly yeah that's great well I
appreciate it thank you so much Lisa
really great having you on today and we
really wish you the best and that's uh
keep in touch and and I know that
through our coaching businesses we're
going to see each other thrive in 10x
you always do thank you so much thank

(18:07):
you
[Music]
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