MSP Marketing Blog

Nice Is A Path To NOWHERE

In one of my favorite books, Harry Beckwith’s What Clients Love, is this story:

NICE IS NOWHERE. You do NOT want everyone to like what you do.

Ian Schrager created a revolutionary chain of elite hotels. His properties are to hotels what Salvador Dali paintings are to art – not for everyone. Schrager expressly designs his hotels for one traveler in 25. “Let 24 of 25 despise them, for all I care,” he has said. “Just so one in 25 loves them.” Can any marketer afford to write off 96% of the public? Schrager’s small hotels net more than $20 million a year (2003).

He’s since sold his hotel group, but has made a small fortune on his approach. His idea of being different and “not for everyone” is scary as hell to most businesspeople, though. In a world where “Likes” and followers are the new status quo for being successful in business (entirely a FALSE metric if viewed in isolation from other critical metrics like profit), and online trolls abound and pressure you to conform to their viewpoints, it CAN feel “dangerous” to stand out and take an unpopular view. Disapproving things and shaming and bullying others is a full-time job for many, a pastime for many. Believe me, I know.

It’s in conflict with everything you’ve been taught about service and the customer always being “right.” Choosing to be deliberately and blatantly against the majority is a stance that will challenge every fiber of your being and test your self-confidence. Read full article and comment →

7 Marketing Oil Wells You MUST Be Doing Consistently

We are about to head into another recession, and most MSPs will be looking to cut costs, including marketing (they look at it as an expense not an investment – but correct marketing will always be an investment). A recession is the ideal time for growing your MSP, as the number of competitors you have will drop.

To take advantage of this opportunity, you must have at least the following seven basic marketing oil wells in place and conduct them on a consistent basis.

1. QBRs/Quick Shot E-mails – Clients

You should be doing QBRs EVERY QUARTER with your best clients. If possible, do them with all clients, but if you lack time or resources, then do technology business reviews (TBRs) with the smaller clients. For those TBR clients, you can send quick shot (cross-sell or upsell) e-mails in the quarters that you are not having the meeting.

2. 9-Word E-mail – Unconverted Leads

This should also be actioned EVERY QUARTER. Go back and look at every lead in the past six months you were in the sales process with (e.g., went to do an assessment or gave a proposal) who then went quiet despite you contacting them many times. (NOTE: Do not send this e-mail to leads who are active in your sales pipeline currently.) Read full article and comment →

“The most oppressive prisons are those that are self-made.”

A few months ago, while cleaning out  a drawer, I came across an old e-mail someone sent me that was nothing more than a VERY long, passionate, personal assault on me, my character and how “undeserved” my success was, given the fact I had never run an IT business. This person was on my e-mail list (which THEY opted in to) but wasn’t a client– so everything stated was not based on actually knowing what I do or what my program entails. It was all just piss and vinegar unloaded. I printed it and saved it because to me it was an excellent example that I was really making progress.

What’s ironic is that she (yep, it was a woman) is very active in communities that are for advancing women in technology. When I read her comments, which were really nothing more than a string of juvenile insults, I laughed. Then I thought, hang on a minute, aren’t YOU supposed to be SUPPORTING and encouraging the advancement of women? Even if she didn’t like me, for whatever reason, shouldn’t she at LEAST applaud my success in this “male-dominated” industry? As my eight-year-old would say with a big eye roll, “Whaaaateverrrrrr…” Read full article and comment →

Are You Counting The Concealed Costs Of Sunken Money In Your Business?

In many categories of marketing and sales, as well as in your business, there are not-so-obvious costs that get overlooked because they aren’t recorded on the balance sheet or accounting ledger. If Walmart is eliminating their greeters, I hope they are evaluating the total cost of NOT having that person there, not just the obvious cost savings of the lowered payroll.

Recently, a colleague of mine ran his first virtual conference and was very happy with the results. He shared with me that he was considering cutting out ALL in-person events, given the ease of the virtual event and the cost, complexity and headache of doing an in-person one. I told him that was a very dangerous “cost savings” that would be the death of his business. Read full article and comment →

Problem, Agitate, Solve

As I’ve long taught, effective marketing copy is about “bringing latent dissatisfaction to a boil.” But to do that, you have to know how your prospect thinks and feels. You also must know the specific problems they are dealing with on a day-to-day basis AND be able to articulate those problems to such a degree that they feel you’ve been following them around all day, reading their mind. Only then can you be effective at writing a marketing communication that gets and holds their attention, triggering a “That’s right” response (a nod to my Chris Voss students).

After you’ve effectively stirred up the emotional beehive and whipped them into a lather, you need to move them to action – but selling the solution outright is not the right idea. What WE want to do, particularly in selling advice and services, is to generate a lead. More specifically, to get a call or scheduled appointment with the prospect. To that end, you DON’T want to reveal too much of what the end solution truly is or you’ll risk them hastily dismissing your solution, thinking they either don’t LIKE the solution or triggering a knee-jerk response of “I tried that before and it didn’t work,” or “That solution is too expensive/not a right fit for us/etc.” Read full article and comment →

Your Sales Playbook: NOW Is The Time To Hire

Difficulty in finding and hiring good people, along with the rising cost of talent, IS a dark side of a good economy, particularly when you’re looking for TOP talent, not the low-paying entry-level positions that are always in flux and relatively easy to find a body to fill.

But now, ONE good outcome of the corona cray-cray is that millions are unemployed, furloughed and having their incomes shattered, which means it’s a hell of a lot easier to find great people.

The last sales help-wanted ad I ran generated hundreds of applicants in days. Good people too. So, if you’ve been putting off hiring salespeople, NOW is the time to get looking – and yes, if you want to grow your business, you cannot do it by ONLY building a herd of techs. You NEED salespeople. But let me give you a few things to think about as you start your search.

1. The best salespeople are all employed and well-paid.

They are hesitant to move because they’ve often built a good, solid book of business over the years and will be very hesitant to walk away and start over. But now that they may be seeing a decline in sales, maybe even prevented from selling or making a commission, you’ve got a much better shot at luring them away – BUT YOU HAVE TO ACT NOW.

The economy will resume and business will get back to normal. If you wait, you’ll miss the window. Read full article and comment →

Are You Wimping Out When It Gets To The CLOSE?

In the book The Lost Art Of Closing, author Anthony Iannarino dares to list the 10 Commitments That Drive Sales, which are NOT commitments the salesperson makes to themselves to be a better salesperson, as you might think, but demands a salesperson should make to the prospect they are selling. *Gasp!* How unprofessional. I hear the outcry of many a “how dare you try to sell me” business owner as their underwear tightens at the very thought. I, for one, applaud and have my sales team reading his book in our weekly book club. I believe the sales profession needs a giant injection of chutzpah and passion for SELLING and, most important, CLOSING. So many have drifted too far and have forgotten that a salesperson’s job is to SELL SOMETHING. Not to greet people, answer questions, make friends and build relationships. That’s a job for a Walmart greeter, not a professional salesperson.

Of course, the first thing sales-prevention biz owners start crying about is how “unprofessional” selling and attempting to close is. Nuts to them. Their knee-jerk, limited understanding of selling makes them think I’m suggesting you act like a Neanderthal, prematurely closing, using hard-sell tactics and pressure and idiotic leading questions. I’m talking about designing your sales process in such a manner that you are asking questions and saying things that persuade the prospect to buy. Of course you should walk away if you cannot help give the customer what they want. Of course you should address their concerns, answer their questions honestly and candidly. Of course you should be respectful and professional. Further, I maintain that if you have to close hard, you screwed up somewhere along the line. The old line of “ABCs – always be closing” has some merit in that you should be doing things throughout the engagement with a prospect to move them toward a natural, painless close, not pulling some stupid jack-in-the-box close at the end. Here, as a reminder, are a few of them: Read full article and comment →

10 Marketing MUSTS For Every Campaign

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. Here are my 10 Marketing MUSTS for MSPs to use in all their campaigns.

1. There MUST be absolute crystal clarity on WHO we want to attract as a client.
2. The list MUST be validated, segmented and cleaned to avoid waste and to ensure the message is tightly matched to the market (prospect) receiving it.
3. There MUST be an offer that the prospect will see high value in receiving. (i.e. Get a FREE 1-on-1 Marketing Consultation And Receive A Custom Marketing Roadmap…CLICK HERE)
4. There MUST be strong sales copy that SELLS the offer or next step, NOT the ultimate product or service.
5. The communication MUST be written to enter “the conversation going on” in the prospect’s or client’s mind.
6. There MUST be testimonials and/or other trust- and credibility-building facts. (Click here for examples of GREAT testimonials.)
7. There MUST be clear, specific instructions on how to respond, and more than one way to respond, ideally OFFLINE and ONLINE.
8. There MUST be multiple communications/touches, ideally using more than one media.
9. There MUST be accurate tracking and measurement.
10. There MUST be a plan in place to quickly follow up on leads generated. (If you’re looking for a CRM specifically designed for MSPs who get marketing check out the Marketing Automation Platform)