Archives For Channel Management
Tuesday We Heard From Prakash Panjwani – Moving to Security is not an option for Technology MSPs and Resellers…
Here are a few comments as I get ready to go on stage in Miami, at the WatchGuard Apogee Event – WatchGuard’s annual partner event for the Americas…
© 2018, David Stelzl
This week I’ve had the opportunity to work with several clients in person and through my coaching program on building their event marketing strategy. It doesn’t matter what size company you call on, or what verticals you might be focused on, mastering this process will help you take your business to the next level…rethink your marketing strategy for 2013!
We’ve all been to lunch & learn events…most of them seem to be a waste of time. Rarely do I meet a reseller who can tell me their actual return on investment on these events. JMF (Joint Marketing Funds) is drying up for many companies simply because resllers have not produced the required results. Yet, over the past 8 years, marketing events have produced more business than anything else I can point to – when done correctly.
Traditional selling has expensive sales people driving across town, and many times out of town, for a single meeting. Half the day, and sometimes an entire day spent, just to find out the client is not ready, or is looking at a cheaper option. There has to be a better way – an there is!
My Latest Book
This year I decided to take the last ten years of marketing event experience and boil it down into one simple ebook. Clear steps of action, showing my readers exactly how to design an event that works. The first section begins with a call to re-engineer the old-fashioned Lunch & Learn. I redefine it, break it down to it’s core elements, and show how to reconstruct it. Some of the things you’ll find:
- Who to invite – but more importantly, how to get them there. This is not theory – I’ll show you exactly how we are getting the right people to an event. Imagine having your prospects come to you!
- How to create an offer they can’t refuse. There is only one thing an economic buyer will buy without consulting their IT department. I’ll show you what it is and how to build it.
- What to present. I see these events with all kinds of presentations and speakers. There are only a few things that will entice an executive to leave their office mid day…I’ll show you what to present, and how to present it.
- Marketing – most of the event descriptions out there are boring and ineffective. That’s because we are taking the wrong approach. This book shows you how to market an event in a way that will grab the attention of business leaders.
- I will show you how to guarantee three meetings with an economic buyer – how can one event guarantee three meeting? Well, you’ll have to read the book to find out.
- The follow up program is where your return on investment really comes in. If you fail to do one important thing, your event will fail. I will show you who to call, how to call them, and what steps to take. More importantly, I’ll share with you a secret that will multiply your business far beyond any event you’ve ever seen.
But wait – there’s more. I am also planning to conduct an online workshop using this material. I want every reseller out their to get this. I know their is a better way to approach the market. This is my passion – to create something new; to think outside the box. My hope is that this book will inspire you to really grow your business this fall. The book is nearly complete, and since this one is an ebook, I won’t have to wait on printers and proof copies. Stay tuned…I’ll be announcing release dates shortly!
© 2012, David Stelzl
This afternoon I had the opportunity to present Event Marketing tips to a large group on Webex. This is such an important topic, it needs more time. For those who missed it, and perhaps a refresher for those who attended:
1. Getting the right people is both the most important part, and the most difficult part. But, contrary to what most sales people believe, it is not impossible, and not even as hard as you might think. It just takes some strategy and time. While most people don’t really like call scripts, a well rehearsed script can do wonders. Some have accused me of making this into a robot sounding message, but far from it…you would never accuse Russel Crow or Brad Pitt of reading from a script, but they do it all the time. It’s just that they have practiced to the point of sounding natural. The fact is, if they just did their own thing, the movies they are in would fail. They use a script, but add their own personality to it. Once practiced, this is not hard to do.
2. Mistakes are common. I reviewed several serious mistakes even the most sophisticated companies make. Why do they make them? Simply because no one is really studying and optimizing this process. One simple mistake is not gaining commitment there in the meeting. A follow up program that starts an hour after the event will take a 75% response down to a 5% response and you’ll never really know what happened. You don’t want this to be salesy – but that doesn’t mean you don’t sell anything. I heard one woman refer to this as the Invisible Close. By educating attendees, and providing a place for them to get more of what you are talking about, you help them get what they need. This can be done professionally without sounding like an encyclopedia sales person. Much more of this is addressed in my audio series – Important topics from Vendor to Adviser…in fact there are 5 hours of critical concepts in this series.
3. Conversion is key. If you aren’t focused on conversion rate, there is no reason to do this event. There are customer appreciation dinners, but you don’t really need to spend this kind of time and money on IT level customers…there are a handful of customers that deserve this type of treatment, but not many. Instead, measure your conversion, and work on building the percentages. Focus on getting the right people, and test your messaging, repeating the same kind of program over and over. Make minor changes – and there are millions of secrets I have discovered, including reducing attrition, getting higher level audiences, using better topics, etc, that draw the right people and increase the rate of conversion. This is a science, not a hope…don’t be fooled into doing the event for as little as possible. Make a wise investment and get a strong return. That is good business.
© 2012, David Stelzl