MSP Marketing Blog

It’s The Thought That Counts, Right?

Posted by Robin Robins On February 13th, 2019
It's the thought that counts, right

It’s The Thought That Counts, Right?

How many times have you been told by your Mum, “It’s the thought that counts,” as counsel after getting a worthless piece of crap for a gift?

Maybe that’s a good mantra to live by for casual gifts, but in business, it’s the worst piece of advice you can get, the worst excuse you can give.

Next month at our big annual Boot Camp (www.RobinsBigSeminar.com), 5 of our most successful members will present onstage what they did to secure an average increase in their business of $909,483 in 12 months, in addition to an 87% increase in bottom-line profits (click here to see who they are and to read their stories).

Not too shabby when you consider the average MSP never breaks the million-dollar mark in their business over their lifetime. Read full article and comment →

Fortune-Making Truths About Media, Money And Marketing Process For MSPs and IT Services Businesses

Posted by Robin Robins On February 6th, 2019

Direct Marketing MixHere’s a truth many small business owners DON’T want to embrace, much less give recognition to: the more marketing media you can use simultaneously, the more money you’ll make.

You’ll also be a LOT less FRAGILE and vulnerable to an economic downturn, a serious competitor, commoditization, media disruption (like what happened to fax broadcast) or other disruptions. I would encourage you to pause for a moment and let that sink in. Think on it long and hard.

I just gave you a million-dollar “secret.”

So why don’t more have it? Because everyone – and I do mean everyone – wants the postcard they can e-mail to drive in clients.

The “one thing” that is more important than everything else. Gimme an EASY BUTTON, for goodness’ sake!

But the reality is, no business gets rich depending on ONE media, ONE strategy, ONE anything. There is power and stability in diversity and complexity. Sure, you have to start somewhere, and often “one thing done” is better than doing nothing.

As quickly as you can, you have to move beyond simple to complex. From one-shot messaging to multiple media, all interwoven, all supporting the other, all driving toward the same outcome.

So let’s break this down… Read full article and comment →

Getting 10X The Revenue From Everything You Do

Posted by Robin Robins On January 23rd, 2019

Turn Up ProfitWhen I’m working with a client to plan their marketing action list, one of the things I always look to do is take a campaign they’re currently doing that IS working, and see how I can make it pay bigger. Unfortunately, most people don’t have this ability, simply because they never put their mind to it.

For example, when you meet with a prospect, do you ask for a referral? How about after they buy, in exchange for some gift or slight discount? What do you have to lose? When closing the sale, do you offer an upsell of some kind? A warranty on new equipment? A phone system? PREPAY for the year for a 5% discount? When you go to a trade show, do you also make a point of visiting with (prospecting) the other vendors when folks are in the session? Maybe they could be a good joint venture partner or a referral source. Maybe they could become a client for you too. You’re already there, so why not make the most of it? Meet with the hotel manager and staff. Walk around other events going on. In almost every case, whatever you’re doing can be PULSED if you simply sit and think about how to maximize the opportunity. Read full article and comment →

Using Marketing Math To Hit EVERY New Year’s Goal You Set For Yourself With Certainty

Posted by Robin Robins On January 9th, 2019

Of the four M’s of marketing – Market, Message, Media and Math – the one that many don’t like is the math. Marketing is, at its core, applied psychology plus math; you can get the psychology side really, really right (offers, message, USP, etc.) but totally and completely miss your mark if the numbers side of the equation doesn’t add up; and since the New Year is when most people are setting goals for themselves, you MUST know the MATH side of the equation or you’ll frustrate yourself (and your staff) by constantly falling short of goals – and it’s VERY demoralizing for a leader to constantly set goals they don’t hit. Not knowing marketing “math” also makes it impossible to manage new sales reps, because you won’t be able to work backwards from their goal to tell them how many activities (calls, connections, appointments, proposals, etc.) they will need to conduct to hit their quota; worse, you won’t know if they HIT or MISSED their quota until it’s too late to do anything about it.

Example: A client calls in and wants to know if sending 50 Bad Date letters a week is “good.” I can’t say if it is “good” or not without knowing his specific goals. If he wants to add $1 million to his business and the average client is worth $2,000 a month, then JUST sending 50 Bad Date letters a week is NOT a sufficient plan. At $2,000 a month, he’ll need approximately 42 clients. If his close rate is 30%, he’ll need 142 proposals generated; if 50% of all leads generated are not qualified, not ready to buy now and don’t move to an appointment, he’ll need 284 leads per year and about 7,100 prospects to target per quarter if we assume an average 1% response rate to the campaign each time it’s sent (284 ÷ .01 is 28,400, then divide again by 4 to assume we remarket to that same group every quarter with a different type of lead generation campaign and offer). Based on HIS SPECIFIC GOAL, he would have to send out 546 Bad Date letters per week to hit $1 million in net new business that year if that’s ALL he was doing AND if his goal was to add $1 million in revenue with an average price point of $2,000. Read full article and comment →

Where Does Your Marketing Become Counterproductive?

Posted by Robin Robins On December 26th, 2018
This is a discussion I had with a client, paraphrased, that I just had to share. It went something like this…

I’m signed up here but I have to tell ya, I really don’t like marketing and I have a lot of issues with it. I hate being “marketed” to.

I screen all telemarketing calls and never call them back. I filter all promotional e-mails into the trash bin, and I use a free, throwaway e-mail anytime I sign up for something.

I also hate using tacky gimmicks like charging $9.95. It’s TEN BUCKS!

Or using deadlines and testimonials and big promises. It all seems so hokey to me. BUT I desperately need to grow my business and generate more sales.

I’ve been doing this IT work for almost 30 years, I’ve never generated more than $300,000 in sales and I’m exhausted. If I don’t figure this out, it’s gonna kill me. I hope you can help.

Geez. Outside of that, Mrs. Lincoln, what didn’t you like about the play?

I give the guy credit because he’s aware and willing to admit he needs help with the head trash holding him back.

Further, I know there are a LOT of people who think and feel the way he does, but just won’t admit it OR they won’t allow themselves to see how it’s holding them back in business. Doing so would require them to change and actually DO marketing, which they simply cannot bring themselves to face… Read full article and comment →