Posts Tagged ‘marketing IT services’

Are You Wimping Out When It Gets To The CLOSE?

Posted On July 8th, 2020

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 →

As A Better Your Best Finalist, We Grew Our Revenue By $1M, Our MRR By $111,662 And Our Profit By $338,571 – All In Just One Year!

Posted On July 1st, 2020

Will Nobles,

Vector Choice

Entangled In The Dark Web Of Doubt For 6 Straight Years

The dark web is not a thing or a place. It lives among us, learning, adapting, embedding itself into the very fabric of our digital footprint, now synonymous with daily life. As CEOs, we’ve come to know the dark web of running a business. It preys upon your every insecurity, finding weaknesses in your defenses and your motivation to proceed, give extra effort and outsmart the competition.

And just when you feign success in lieu of giving in, hoping it will be enough to try for one more day, it swoops in – doubt, fear, hopelessness, desperation – and steals it in front of your very eyes.

Two years in, I thought my business was going strong, then BOOM! Three of my TOP CLIENTS representing 60% of my total revenue…GONE! After that gut punch, we operated with a skeleton staff. Under $1M, I was working IN the business, not ON the business. I was so broke I couldn’t even pay myself! The Dark Web of Doubt loomed large. Zero direction. Zero consistency. Zero marketing tools. Zero confidence… For. Six. Straight. Years! Read full article and comment →

10 Marketing MUSTS For Every Campaign

Posted On June 16th, 2020

check list

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)

Getting “Into” The Customer

Posted On June 10th, 2020

There’s an old sales joke about a hotshot sales guy sitting down with a little old lady to sell her a new heater. He tells her all about how the heater is made in America and has the highest-quality ratings for efficiency and safety, about the BTUs, construction, warranties and other features. When he finally shuts up, she says, “I only have one question – will this heater of yours keep a little old lady warm?”

I see this mistake a LOT in marketing. Salespeople get really hung up on all the FEATURES and start selling those instead of selling the end results the prospect actually wants.

This mistake is even easier to make in marketing when you don’t have the opportunity to ask the person questions and course-correct based on their answers. Therefore, you have to know enough about a prospect population (in general) to hit on common hot buttons, needs, wants and personal agendas and tap into those drivers.

To that end, a constant question I get is: “How do I find out what my clients want so I can sell it to them?” It’s a great question, but the answer is not one many like because it involves TALKING to your clients and prospects, and many shy, introverted “geeks” out there don’t like this critical aspect of marketing research. As Claude Hopkins once said (paraphrased), a casual conversation with half a dozen housewives will teach you more about how to sell laundry detergent than the most expensive and extensive market research and studies. Read full article and comment →

How To Avoid Confusing Activity With Accomplishment

Posted On June 3rd, 2020

How To Avoid Confusing Activity With AccomplishmentFrom AdWeek: 62% of small businesses see NO return on their investment in Facebook. From Forbes: 44% of businesses can’t even measure social media ROI. Despite this, according to a survey from the Manifest, 63% of small businesses plan on increasing their spend on social media (!). One social media “expert” commenting on this said that “not all social media traffic generates revenue” (Really? Who’da thunk) and went on to suggest that “you might measure conversations that originated with a social media visit and use that as a gauge of success.” He went on to say that it was especially important for start-ups to get followers because an initial “audience” was more important than an initial customer base. Count me unconvinced.

I’m not against using social media – what I AM against is wasting time, focus, energy and money on marketing activities that don’t directly lead to a paying client.

I’m often asked by members if it’s “worth” posting articles and other content on social media sites. They want to know if it’s a good idea. When I ask, “What are you hoping to accomplish with these activities? What does success look like?” I’ve never had anyone give me a precise answer. Not once. As in NEVER. They almost always go on to tell me why they are doing it – which is not the question I asked – and that response is almost always based in some feeling that they should be doing it. What they don’t say, but I’m sure is also driving their actions, is that this is something relatively easy to do, which makes them feel like they’re doing something (activity). But if activity was the only thing necessary to get results, you could hold a sign up and run around a business-park parking lot and reach as many (or more?) prospects. At least you’d get some exercise. Read full article and comment →

From Better Your Best Finalist To WINNER, We Grew Revenues From $811K To $1.76M And Achieved A Net Profit Of $512,764!

Posted On June 1st, 2020
From Better Your Best Finalist To WINNER, We Grew Revenues From $811K To $1.76M And Achieved A Net Profit Of $512,764!

Charles Swihart,

Preactive IT

Servicing 981 Break-Fix Clients At 375 Pounds, I Was Ready To Drop Customers And Weight!

“Wow! He’s the Better Your Best winner…he just won an Aston Martin sports car. He must have it ALL figured out!”

Truth is, I’m no different than most of you. Believe me, I had to LEARN how to achieve this level of success. Less than five years ago, we were a computer repair shop that made house calls servicing 981 break-fix customers. Yes, as Sugar Land PC, our target market was anyone with a pulse and a computer.

Because every month our revenue started back over at ZERO, I was stressed beyond belief. I even had to borrow against our house back then just to make payroll. Not only was my business in bad shape, so was I. Crawling under desks at 375 pounds, I needed to change my business, my health, my LIFE.

Around that time, I remember being in the audience at Boot Camp. I wanted to be on that stage…I wanted to grow my business like so many in that room…but I wasn’t sure if this marketing stuff would even work for me. Read full article and comment →

To Prospect Or NOT…That Is The Question

Posted On May 28th, 2020

Recently a number of questions have come in about how to go about prospecting right now. Some (most) feel it’s a very, very bad idea. I’m not so sure. Yes, I do think you have to be more strategTo prospect or notic and careful…but stop? Hell no.

At the time I’m writing this, we’ve booked 41 appointments for my sponsors sales team in the last eight days, all driven by sending e-mails and making phone calls. What makes this even more tricky is that we’re selling sponsorships to events. Remember those? Where we all got together in person and ignored social distancing, actually shook someone’s hand, broke bread, gave hugs?
Are we using some secret stealth script? Bribes? No…we’re just calling and asking, “Are you still looking to recruit MSP partners?” I know…sophisticated, right?

So, here are a few thoughts regarding COLD CALLS right now, and selling in GENERAL:

Read full article and comment →

How To Not Roll Over And Die (A Lesson In RESILIENCE)

Posted On May 21st, 2020

How to Not Roll Over And DieAs the casualties on the business battlefield start to pile up with the sudden forced cessation of business by the government, restaurants are taking a hit and many are closing their doors, never to reopen. However, in the midst of all this, one Seattle restaurant owner is THRIVING, with sales DOUBLE what they were the previous year, forcing him to double his staff and continue to look for more. How’s this possible? Simple: the owner of Addo, Eric Rivera, decided, “Not today, coronavirus, not today.”

He instantly shifted his entire business to pickup and delivery using his own staff to make drop-offs rather than using Grubhub or Uber Eats, which take almost all the profits in a restaurant’s takeout service. He then started selling food “bundles” including wine and now allows customers to preorder a three-pack of “heat and serve” meals for the week. He also initiated a “pay forward” $9 bowl of food they deliver to homeless shelters that people can buy. On March 17, they hit over 1,000 bowls purchased and delivered. Not too surprisingly, he INCREASED his marketing efforts and spend on social media and initiated a platform called Tock that allows customers to order meals and pick up on a selected day and time – not just when they’re ready to eat. Doing so has allowed them to better plan food ordering and minimize waste. He’s also changed his menu daily to keep things interesting and makes sure he delivers EXTRA wow in the service so customers keep coming back. Read full article and comment →