Technology Marketing Minute

How to Instantly Make a Prospect Eager to Buy Managed Services

By Robin Robins, President, Technology Marketing Toolkit, Inc.
www.technologymarketingtoolkit.com

People are stubborn creatures. You can present them with a perfectly good product or service that will, without a doubt, help improve their businesses, income, or life in some way and they’ll still ignore you.

Take managed services for example. If you are the owner of a small business without the luxury of having a competent, full-time IT person monitoring and maintaining the security and health of your network, it’s a no-brainer. Besides, the #1 complaint you’ll hear from most business owners is, “I don’t have enough time in the day.” That being the case, why would ANY business owner spend one minute of their time dealing with or tolerating computer problems when they can hire you to take that monkey off their back? It just doesn’t make sense. Time is money, right?

Plus, there isn’t a person alive today that hasn’t felt like smashing their computer with a hammer at some point. Possibly even on a weekly or daily basis. Psychologists have even come up with a term to describe the incredible levels of frustration people feel with their PCs: “computer rage.” What business owner likes to have more worries, more stress, or more problems to deal with? No one! That’s why they pay people to do their taxes, clean their office, process payroll, design their web sites, and so on.

So why isn’t anyone responding to your web site or other marketing campaigns about managed services?
I bet I know…

Chances are you’re NOT communicating the benefits in a clear, SPECIFIC, or deliberate way. Specificity is not only one of the fastest ways to grab and hold a prospect’s attention in advertising, but also to differentiate yourself from the competition. That’s because 99.9% of the advertisers and marketers in the world are very unclear and vague about what they can actually deliver to a prospect. And truth be told, many of them really can’t be specific as to why a prospect should buy from them because they aren’t delivering a product or service that is all that good in the first place.

Telling a prospect that you fix and support computers for small businesses is about as interesting as watching paint dry. Who cares? What’s so compelling about that? Imagine your reaction to an accountant sending you a letter that simply started out with, “Dear Sir, I would like the opportunity to introduce our company to you. We do bookkeeping for small business owners in the city. We’ve been in business for 5 years and do our best to provide quality services to our clients…” Who cares?

Now if they started out the letter with, “It’s a documented fact that one in four small business owners will be audited or in financial trouble with the IRS leading to $43,700 in penalties and interest. It’s also a documented fact that 94% of the small business owners who get nailed by the IRS invited the audit by making one of four common mistakes on their tax forms and reporting. Had they not made one of these tiny oversights, they would be practically “invisible” to the IRS auditors. What makes this even worse is that almost 100% of the mistakes are made by the CPAs and tax preparers these business owners hired to avoid IRS trouble in the first place! That’s why I’m writing you today. Since you are the IRS’s #1 target, I want to offer you a surefire way to avoid the most common tax and accounting mistakes that trigger IRS audits, penalties, and fines. My name is…”

Yes, it WAS a lot longer, but you can see how being specific AND focusing on the reader would instantly suck the prospect into your message and get them flat out excited to call your office. As my marketing mentor Dan Kennedy always says, a marketing message can never be too long, but it can be too boring.

So here’s what you need to remember when developing your marketing message: Most business owners have more references to bad customer service, disappointments, and shoddy work from vendors than they have good experiences. Therefore, most buyers tend to expect the worst. That’s why so many people rely on referrals; they don’t trust the marketing and advertising that most people send out. But it’s not because they don’t trust marketing at all – it’s that the message is so vague, so general, and so NOT full of promises, guarantees, or benefits, they have no other choice but to assume you (or any other vendor for that matter) are just like “all the rest.”

After all, what do “fast” response times mean? What do “qualified” technicians mean? Words like honest, reliable, best, professional, and quality are weak adjectives that EVERYONE uses in their marketing; and they do it for one of two reasons:

They have absolutely nothing unique or special about their products and services so they use completely unspecific, unquantifiable terms to avoid having to reveal that fact. Here’s a tip: If you are struggling to write specific, quantifiable reasons as to why you are better than the competition, you probably aren’t and you need to work on your product or service first.
They are simply ignorant about what it takes to write great marketing communications or too lazy to figure it out. Either way, they deserve the fate reserved for those business owners who stubbornly or stupidly refuse to become great marketers: starvation.

Advertisers hide – even flat out lie -- with generalities. Take Papa John's tag line for example: “Better Ingredients, Better Pizza.” That is simply not a quantifiable or truthful statement. I know of at least two other pizza restaurants in my town alone that provide a far better product. As a national chain, how can they truthfully make that statement?

I cannot tell you what your specific message needs to be. That has to be based on what your customers want, what your competition is failing to deliver on, and your own capabilities. BUT, I would strongly suggest that you invest some time into figuring this out if you have any hopes of developing a marketing message that actually works.

How to Instantly Make a Prospect Eager to Buy Managed Services

Then it’s critical for you to join me at an upcoming Client Attraction and Marketing Blueprint Seminar.

You’ll learn:

How other SMB consultants are doubling the number of qualified leads and new clients they have using an “auto-pilot” client attraction marketing system that doesn’t require a sales team or large marketing budget to work.

Click here to register now
How to avoid wasting thousands of dollars and your precious time on marketing campaigns that don’t work. I’ll reveal the exact marketing media that has been proven time and time again to work best when marketing IT services.
How to position yourself as the most “in demand” consultant in your area with the highest fees and still get more business than cheaper competitors.
The 3 critical characteristics you must develop to unlock a flood of new sales and business opportunities; these have nothing to do with your marketing, the type of clients you serve, the way you price your services, or your competition.

Click here to register now
Auto-pilot marketing systems that will cut the time and effort of selling in half while virtually eliminating cheap clients. This is price-shopper pest control for your business!
How to get every ad, sales letter, brochure marketing campaign, website - and even your business card - to generate two to three times as many leads and sales as it currently is.
What type of marketing media is hands down the BEST for promoting your computer consulting services, and which ones will waste your time, drain your bank account, and leave you disappointed and frustrated.

This seminar is unconditionally guaranteed to give you specific, usable marketing strategies you can implement into your business and see results in your bank account within 6 weeks or less.

You will see actual campaigns and strategies that other small computer consultants used to double or triple their annual revenue, launch a profitable managed services practice, and transform the way they do business.

Click here to register now

Seating is limited! The last 2 events SOLD OUT. If you want to make sure you don’t miss out, click here now to register.