Sell Without Selling Podcast

Episode #70

Leveraging Financial Success With Sugey Piedra

On this episode of Sell Without Selling, Stacey sits with Sugey Piedra for a discussion on financial education, strategy, and the importance of building a relationship with your financial team.

Key Takeaways:

  • You are supposed to love what you do.
  • Identify the tools you need to succeed in what you’re doing.
  • What have you noticed successful people seem to have in common?

Throughout Sugey Piedra’s 17 years of tax preparation, She has come to find that taxes and investments are completely intertwined. So much of what happens on the Investment side impacts a client’s taxes; and vice versa. Having the knowledge in both areas has given her a specialized approach to financial planning. Her passion is educating clients on strategic ways to manage, grow and sustain their wealth. Much of this was born out of the 2008 financial crash. Dealing with families going through tough times taught her that it is not about the amount of money earned but instead of how money was managed. Since then, she has changed the way she approaches tax preparation and consultations.

Her mission is to have conversations that are not easy but needed regarding money and future planning. She always tells her clients, “I can’t change what happened in the past, but I can try to help change the future.” By not just preparing your tax return but instead analyzing it, she can make recommendations to allow you to keep more of your hard-earned money. When we fail to tax plan, Uncle Sam is the winner.


  • B.A. in Accounting – University of La Verne
  • Enrolled Agent
  • Certified Tax Preparer (CTEC)
  • FINRA Series 7, 66
  • Insurance Licensed #0M20175

She is the oldest of 5 sisters. She has two amazing kids, Emilio 18, and Leanna 14. In her free time you can find her out on the trail walking or enjoying a good book. She loves being spontaneous and going with the flow. Taking unplanned weekend road trips to enjoy the scenery to get away and spend time with her family.

“A good financial planner has interest in the process. It’s not just paying your bills and paying your taxes.” -Sugey Piedra



(First ~2 mins)

Hey, this is Sugey Piedra, tax consultant with Prominence Business, and if you want to learn the six and seven figure science to success, significantly increase your revenue, and learn how to successfully build professional relationships, you should be listening to the Sell Without Selling Podcast with my good friend, Stacey O’Byrne.


Hey. Welcome back to another episode of Sell Without Selling. I am your host, Stacey O’Byrne and today I am speaking with a really good friend of mine, Sugey Piedra.

[Intro for Guest]

I believe that learning the art and the science of how to sell without selling is the only way to achieve high six and seven figure success. I am really excited to get into today’s episode. Really quick, if you are a business owner, entrepreneur, or sales professional, and you haven’t hit the level of success that you wanted or needed, or if you’re stuck and needing a pivot in your success, or maybe you just want more and you understand the importance of having a coach to help identify the blind spots, increase accountability, and help with success strategies to take you, your business, your income, and your success to the next level. If this sounds like something for you, then head over to There is a quick application there that will lead to  a personal phone call with me to see if we are a great fit for each other. Alright, let’s do this.

Stacey: Sugey, thanks so much for joining us today.

Sugey: Thanks so much for having me, Stacey. I am excited.

Stacey: So am I. You know, I’ve had the pleasure of getting to know you over the past year, and the breath, the wealth of information that you have, and the strategies that you use for your clients is really exciting. I am really curious, what got you into taxes? What took you that direction?

Sugey: Well, that is a very humble story. My parents being immigrants, not knowing the language and stuff like that, being the first born I was forced always to, “You speak English, you should know.” I was maybe 12 or 13 – they dropped their tax return and they didn’t know how to put it back together. At that time there was no electronic filing, it was paper filing. I went to my neighbor, who was a white, older gentleman, and I said, “My parents dropped this document and they don’t know how to put it back together. I don’t know which one is federal, which one is state, whatever.” And he looked at me and he goes, “I don’t either.” In my mind, I’m like, “Wait a minute, but you’re an American. You’re white. You should know this,” right? But that opened up the fact that it didn’t matter who you were, where you were from, whether you spoke the language or not, taxes are just mysterious. Nobody knows how they’re to be put together or what’s what, or what department is what. So at a very young age I started reviewing the forms. I started understanding, I started catching mistakes that the tax preparer for my dad was making. Being so young my dad thought I was wrong, but then he would take it back to his preparer and he would be like, “Oh yeah I did forget to put this or put that, or whatever.” So because I took that interest, I started understanding the flow of the forms, the flow of the numbers, what number goes where, what does what. I didn’t know strategies then, but I did know how to read enough to say, “Hey. You’re supposed to put a social security number here, or you’re supposed to put the right address,” or whatever, right? But after that it was just no one has ever done my tax returns. No one’s ever done my family’s tax returns either. I’ve always done them myself.

To listen to the rest of this podcast, please click the link below.