MSP Marketing Blog

How Easily Are You FOOLED By An Idiot In An Expert’s Costume?

Posted by Robin Robins On October 17th, 2018

Gorilla on DeskJohn Edwards, the psychic medium known for talking to people’s dead relatives, makes millions selling tickets to two-hour events all over the world where he performs (key word: PERFORMS) his psychic feat to people wanting to believe in the afterlife, the ability to connect with lost family members and who have an intense curiosity to discover if he’s the real deal. What he’s actually doing is called a cold read, where a “psychic” can propose a vague statement (“I sense someone with a G or a J name…?”) and then watch for confusion OR confirmation, asking the subject to interpret the image he’s seeing. This is exactly what Chris Voss describes as a “label” in his book Never Split The Difference. You make a statement (“It seems like you’re uncomfortable about the price?”) and watch their reaction. Either they agree they ARE, which opens the discussion, OR they CORRECT you. Either way, you learned something.

What Edwards has working for him is that the people who attend his event WANT to believe and ARE searching for a connection; therefore, one is made. What you also don’t see on the videos and TV shows is that much of the session is carefully edited, sections cut and pasted together, so it appears everything he says makes a connection. The “hit” that lands and surprises the person is filmed, then their reaction is replaced again and again in the same sequence, making it appear that everything said is met with surprised confirmation. Read full article and comment →

A Big, Misunderstood Secret To Premium Pricing In Your IT Services Business

Posted by Robin Robins On October 3rd, 2018

Tips on how to charge a premium price for your IT Services Business.When you want to show how filthy rich and successful you are, details matter. That’s why you need to have gold-plated staples, sold in packs of 24 for $175. Or how about a Tiffany tennis-ball-canister … for $1,500? And if you really want to show off on the courts, you can hydrate yourself with a $60,000 bottle of Icelandic glacier water that has been mixed with 5 milligrams of real gold dust. ALL of these are real products that people really buy.

Begs the question, how in the hell does someone get away with what is clearly a ridiculous fee for such “ordinary” items? Hint: it’s the secret to selling ALL premium-priced goods and services. It’s NOT about the thing, but what owning the thing gives you. What most people don’t understand is that it MUST be “ridiculously” expensive to increase its appeal. That’s part of what they are buying – the story they can tell, the exclusivity and the bragging rights. There is a global belief that quality and high price go together – so if you are going to SAY you’re the “top quality” IT firm above all your competitors, you must charge more for the story to ring true. Read full article and comment →

Increase IT Services Sales By Making It Easier To Buy

Posted by Robin Robins On September 19th, 2018

Easier To BuyOne night in 1936, Sylvan Goldman, owner of the Humpty Dumpty supermarket chain in Oklahoma, sat in his office trying to figure out how to get customers to buy more groceries. Observing clients as they shopped, he noticed that many of them were struggling to carry the normal shopping basket provided, particularly the moms with kids. Once they got to their limit of what they could carry, they stopped shopping. That’s when he came up with the idea of the first shopping cart with wheels.

At first, the idea was not well-received. Men found it effeminate and women thought it was suggestive of pushing a baby carriage. One woman angrily told Goldman, “I’ve pushed my last baby!” To combat this, Goldman hired a number of male and female models to “shop” and push the carts around, as well as having greeters who welcomed shoppers and explained how the carts were to be used. From this little invention, Goldman became a multimillionaire. Read full article and comment →

“But Direct Mail Doesn’t Work In MY Business…”

Posted by Robin Robins On August 6th, 2018

Mail BoxI WISH I could show you the marketing example I’m about to tell you about, but I must have accidentally thrown it out. It was an EXCELLENT example of why you need to be meticulous about cleaning and validating your lists BEFORE you send any kind of direct mail campaign to it. It was a rather elaborate (expensive) mailer sent to my OLD address advertising pool maintenance services. For starters, the address is over two years old, which shows they didn’t run this through the NCOA (National Change Of Address). Second, they didn’t verify I was a pool owner. Yes, I am NOW, but the letter was mailed to the OLD address where we didn’t have a pool, and my name is not on any “pool supplies” website or list because I’ve never bought pool supplies. We get everything through our current pool company. My guess is they simply rented a list of higher-end homes in the area and mailed it instead of renting a list of people who have purchased pools supplies, toys, tools, etc. Just wasteful and stupid. That’s probably why it was the one and only promotion I’ve ever received from this company – it “didn’t work.” Read full article and comment →

Ring-Ring! Is There ANYBODY There Who Can Take My Money?

Posted by Robin Robins On July 3rd, 2018

Ring RingAt every Rapid Implementation Workshop (www.RapidImplementationWorkshop.com), I take attendees through an exercise of secret shopping each other’s businesses.

The scenario we give them is this: You are the Operations Manager of a company with 26 employees. Your server keeps rebooting, and your current IT company can’t come out to fix it until Tuesday of next week (three days from now). You’re fed up, and you’re calling to find another IT company who can help. The question is, “Is this something you can help me with and what do you charge?”

In the 22 classes I’ve run, each with 20+ business owners in the room, NOT ONE company has ever:

  1. Asked all the appropriate qualifying questions they should. The above scenario is NOT relayed to the person answering the phone UNLESS they ask specific questions, such as “How many employees are at your location? Do you have more than one location? Are you currently working with another IT firm? If yes, why are you calling us? Are you under contract with them?” You get the idea. We have it at the ready in case they ask. They never do.
  2. Ask for the order. In a rare few cases, and I do mean FEW, the person answering the phone said they could get someone out there that day and did quote a price. However, I’ve NEVER had someone ASK FOR THE ORDER. The instruction for the secret shopper is to play FULL OUT and let them take the order or book the appointment to come out IF they take it that far. Very, very few actually do, and even then, they often fail to take down the person’s name, address and contact information. They just quote a price and shut up.

Read full article and comment →

Are You Following These Top 10 Marketing MUSTS For Every Campaign?

Posted by Robin Robins On May 25th, 2018
The other day, as we were talking, a client shared with me an e-mail campaign sent out to close to 400 prospects WITH phone follow-up that generated a big fat ZERO. To be clear, not one of MY campaigns, but one they received from a vendor. After reviewing it, I saw that it violated almost every one of the “10 Commandments” of good IT services marketing. Unfortunately, I see this a lot; campaigns hastily slapped together without any strategy or understanding of what it takes to get a response. Time and money wasted. Therefore, I thought it would be beneficial to provide a slightly revised list of “MUSTS” for every campaign. Read full article and comment →

Don’t Send Out Any MSP Marketing Emails Without These 7 Features

Posted by Robin Robins On December 4th, 2017
MSP email marketing ideasEmail marketing during the 1990’s was a gold mine.

Fifty to sixty percent response rates were common (compared to an industry benchmark of 20% today). Every email campaign I sent out got a flood of email responses.

Today it’s an art form rather than a free-for-all. While email marketing shouldn’t be the only tool in your arsenal, it’s still incredible effective — when done correctly. Read full article and comment →

5 Dumb MSP Sales Mistakes Computer Consultants Consistently Make

Posted by Robin Robins On November 17th, 2017

msp-sales-mistakesHave you ever heard the phrase life is hard, but it’s harder when you’re stupid?” One of my favorite talk show personalities Bill Handle asks listeners this often.

In my early days of selling, I earned the highest degree in D.U.M.B and discovered that cold prospecting and marketing without a plan is NOT fun or productive.

Today, I coach hundreds of managed services providers and computer consultants. The thoughts, habits and behaviors of those who literally attract success is different from those who can’t seem to make anything positive happen. And circumstance, client type, market area, finances and other external factors have nothing to do with it. Read full article and comment →

Selling IT Services To The Government

Posted by Robin Robins On November 14th, 2017

Selling-IT-Services-To-The-GovernmentThe United States government is the largest customer in the world. They buy millions of dollars in services and products every year.

Landing an IT government contract can be a huge boost for your business. But it’s not about grabbing for any government contract you can find. You need to make sure it’s the right opportunity for you.

Today we’re breaking down the process of selling IT services to the government and how you can land a lucrative information technology government contract. Read full article and comment →

Selling Managed Services: 5 Keys To Accelerate Growth, Success And Profitability This Year

Posted by Robin Robins On November 6th, 2017

Selling Managed ServicesYou’re pulling 80-hour work weeks but not getting the results you want. You think you’re setting smart, business goals but failing to achieve them. You’re frustrated, even unhappy, about the state of your IT services firm and struggling when selling managed services. What can you do?

Why IT Firms Struggle

I’ve worked with, mentored and assisted thousands of IT business owners. Throughout the process, I’ve identified multiple patterns indicative of success and failure. I’ve seen how daily habits, actions and decisions shape the outcome of their business. Most importantly, I’ve seen transformations from failure to success. I’ve seen hundreds of IT business owners transform operations from desperate failures to huge success in a matter of months. Want to know their secret? Read full article and comment →