Archives For Demand Generation

How Long Will Your Business Remain Relevant…

…As Companies Around You Are Transitioning to Cloud, Consolidating IT, and Buying Less Hardware???

This morning, in my TechSelect Business Pillars Session, I delivered urgent steps of action EVERY technology reseller should be jumping on…here’s a summary:

Over the past 12 months, live event, one-to-many selling, has produced more leads and deals than just about anything.

The value of one MSP client in the SMB market averages at about $1500/month, or $18,000 per year – with a 5 year average retention rate, that’s just short of $100,000 per client!

Add advanced security to that deal and you’re likely to push your average up 20%…(Mid market deals, although harder to close, offer even greater potential if you understand the sales process I describe here).

What would your business look like if you could hit the numbers I reference in this video? What would it be worth to you to achieve this level of sales?

Find out in this 25 minute video how to re-engineer your business, with a new breed of security, now becoming a necessity in the SMB and mid-market space.

© 2017, David Stelzl

P.S. Get the step by step process in written form – The House & The Cloud

sales-funnelNobody Understands Opt-In Strategies, Yet Everyone Has One…

If You Missed My Write Up On Lead Magnets and Insane Web Conversion, Go Back to Last Week’s Post…This Is Important…

What’s the #1 PROBLEM I hear on coaching calls?  Not enough new-logo deals…However, that’s not the real problem…

Keep drilling to the root problem and something unexpected pops up….

Not enough sales meetings…(true, but that’s not the root)…

Push further and I find my client’s list is just too small (or just stale and beaten to death).

A Neglected Prospect List Quickly Becomes Cold Leads

Afraid to keep emailing…If you’re not communicating, you might as well have a cold list. But you also need new names…when you start regular communications, expect people to drop off…it’s okay.

Names are like cells on the body – they die or become useless, so get rid of them, and replace them with new names…

Last week I urged you to get a lead magnet that works, front and center, top of the fold, on your website. Something to attract new names every day…Are you doing that???

(And don’t use the FREE assessment trick – read more about what makes a lead magnet work here)…

Once you’ve read the above, DOWNLOAD my eBook – It’s a lead magnet…One designed to attract prospects to your managed services business (using security)…It’s called,

Surviving the Digital Revolution  <<< The eBook That Converts

eBooks Only Go So Far…You Need More

But Having an ebook is NOT Enough – Something Has To Follow…if you need more leads, keep reading…

Yesterday I visited a site with an ebook. I downloaded it…okay, I have the book. Now what?

Is there a nurturing campaign of some kind to follow? Will that website owner work to earn my business?

The Necessary Actions That Follow Great Opt-Ins

Some of my traffic is HOT – It’s made up of people that know what I do, …and they’ll buy just because they believe my products are great.

Then there’s WARM traffic. Perhaps these people have heard my name, or at least understand what I am offering, and it seems to meet their need. They need some education – but at least they’re listening.

The third group is COLD. They seem unaware – not sure what they need or who can help them…They may not even know they have a need (like many small business owners and security).

My lead magnet is written for COLD traffic group. Sure, those I already do business with will likely download my book, but we’re already engaged. In fact, I may just send them the document to get feed back and provide value.

The COLD CONVERSION is what I am after.

So once that eBook get’s downloaded, I need to know it. From there, a campaign kicks off. Below is a standard 2 step-funnel that does just that… (We use ClickFunnels – one of easiest tools out there for making this happen).

funnel

In the above diagram I’ve sketched out an OPT-IN page followed by a DOWNLOAD page…The download page just may be the most underused page out there.

The prospect expects some type of confirmation, and chances are they WILL read it to get their download. So offer something more...in this case I’ve offered a webinar registration. It too is free, and it brings them one step closer to WARM TRAFFIC.

Here’s a secret…invite cold traffic straight to a webinar and they won’t attend…offer them an ebook, which they will take, but then follow with a webinar, telling them how much time this will save them – they won’t have to read the eBook!!! It’s funny, but true.  People want books; however, people don’t like to read.

If they don’t bite (webinar registration), kick off an email campaign…sell them on the webinar (which could be an everwebinar set up to run automatically – something you can do right inside of your Clickfunnels program).

From there, consider adding other touch points. Hard copy sales letters, phone calls, etc. It’s always easier to follow up on an eBook than it is to set a meeting to discuss your company.

Nobody cares about your company until they’ve received value. Give them the eBook

© 2017 David Stelzl

 

Process Creates Profit

October 11, 2016 — Leave a comment

processAre You Maximizing Profit w/ Process?

Sales Is a Process That Must Be Built and Perfected

It’s tempting to wing it – shoot from the hip. A small percentage of sales people just seem to hit it out of the park without thinking or strategizing beforehand. But process always outperforms the average.

Jim Collins, in his book Good to Great, told us that even an average process would outperform the average player.

In my Event Marketing Success Kit, I introduced a concept called the conversion blueprint for sales. A flow chart that moves sales reps away from flawed methods like, make 60 calls per day to get 1 meeting…and close a percentage per month.  Instead, I’ve systematized the process of attracting new customers, taking them through a series of steps that create justification and ultimately a decision to buy.$1 HC Book Ad

If one point of conversion is too low, there are strategies that can be used, and tips given to perfect that point. I’ve also given average conversion rates on each, giving the rep something to compare their success to.

It’s been said that the low income earners are working hard while the higher income earners own processes. McDonalds hires and trains low income earners while those who designed and improved the process have done very well for themselves. While sales is not like building burgers, it is a process that can be systematized.

Getting Started with Process

Need a place to start? Selling everything to anyone leads to hard work and chaos. On the other hand, finding an something to lead with can save you time and offer greater value through specialization w/ higher close rates.

For instance, if you know the assessment always leads to business (or converts 60% – 70% of the time as a client told me yesterday), then you know your system works best when you focus on moving people to the assessment first. From there you can branch out into many directions, but the sales are in motion at that point.  Your income naturally goes up.

As Collins points out, the process doesn’t have to be perfect. Better to start with something and tweak it as you go. Eric Ries, author of The Lean Start Up reminds us to build, measure, learn. Rather than building the perfect mousetrap the first time around, get something on paper, begin to work it, and perfect it as you go. In the end you’ll have a much better system.

For more on how to build the right systems to drive margin rich IT services, check out The House & The Cloud…The only book I know of that explains how to sell security services with a simple, easy to implement, sales process.

© 2016, David Stelzl

 

 

miami image

This fall over 600 financial security officers and supporting staff will be heading to Doral! In case you haven’t heard, my last book release, Digital Money, is with the publisher, and this is just one of the many venue’s I’ll be presenting at to show business leaders why they can’t continue to operate securely without changing their security strategy.

It’s time for every technology infrastructure and managed services provider to get serious about security. It’s not an add-on, it’s the most important part of your program.

© 2016, David Stelzl

morton

Small Business Owners in Dallas

Hosted by Howard Financial Consulting and IT Services…

This morning I’ll be speaking to small business owners at Morton’s Steakhouse in Dallas – an event sponsored by Howard Financial & IT Consulting Services.

Our goal: educating small business owners on what’s happening in the data world, and why security is more important than ever as we move forward in the Digital Megatrend.

In my research to complete Digital Money – the next book on the “To be published” list, I am more convinced than ever that small companies can no longer afford to treat security as a “Nice to have”.  It’s essential.

Not Just Any Security…

But not just any security – ransomware, corporate account takeover schemes (CATO), and the rampant theft of intellectual property are at an all time high, and growing fast. Having your Microsoft server patched, or running a clean backup are not the answer. You need both, but without a detection/response strategy in place, these companies are wide open to data loss and future business failure.

I can’t stress this enough…there has to be intelligent detection, and a solid – timed response plan. And having in internal IT person doing it, is no longer an option. This requires special skills and technology only available to enterprise fortune 500 companies – or through a special managed services offering provided by well equipped IT services companies.

Can They Afford This?

Will the small business owner spend the extra money, and make the extra effort to do these things? They will…these educational events continue to receive a strong response, because they put risk into business language.  When a business person hears the truth, in their own language, it does lead to action.

My fall is booked solid with events just like this, simply because business owners are recognizing the need to know…in the coming weeks I’ll be in San Jose, Helena Montana, Buffalo NY, Las Vegas, Richmond, Santa Ana, Denver,…it’s time to get this message out!

If we don’t carry the message forward, we can expect more expensive compliance laws, and more business failure.

If you are an IT Services Provider, it’s time to get on board… Start here with my book, The House & The Cloud <<< Click for more information.

 

Is Your MSP Business Growing?

How Many New Logos Did You Pick Up in 2015?

That was the question I started with in last nights Check Point/Tech Data event just outside of Boston. From the hand raises it looked like many groups I’ve spoken to in recent months.

Everyone has an MSP offering – meaning there are thousands of resellers offering basically the same thing…and most don’t see big growth.  2016 will probably show a decline in sales – and if you’re hoping to sell more product, forget it. The cloud really is hear to stay. Of course everything seems to go in cycles, so maybe we’ll move back to mainframes next, and then a new type of Token Ring network.

If you’re in sales, you know the technology is not all that important. Conversion is what matters. Do you have something people are interested in, need, and are willing to spend their hard-earned cash on? Last night I shared pieces of a presentation I use to convert small business audiences through lunch & learns. The point of the message is this: Everyone needs more security. This will become even more critical over the next 12 months as many companies adopt more apps, more cloud, and more BYOD. $1 HC Book Ad

The problem is, small business owners are limited on budget. If you ask them, they don’t need more security. In fact, they don’t need more of anything…well, what they really need more of is retained earnings and working capital.  Better workers would be a plus.

But the truth is, they really do need more security. They just can’t see it. If you had a way to attract them into an educational session, with a message that clearly explained the need…and brought them to a point of wanting to know where they really sit (Assessment), would new business result?  It would.

The core message I presented last night comes from my book, The House & The Cloud.It points out the one BIG mistake just about all companies have made. Their security centers around firewalls and passwords. There is no detection, and there is no response. And that means, once a breach occurs, they won’t know it for at least 14 months (According to the FBI – and it could be a lot longer.)  Next step – enter the Assessment.

Our meeting ended with Tech Data and Check Point offering qualified resellers a seat in the SVLC Security Sales Mastery Program…the only training program I know of specifically designed for resellers, to teach them how to sell more security to business leaders.

© 2016, David Stelzl

P.S. Looking forward to presenting this later today in NYC. – Sponsored by Ingram Micro.

ingram

 

TALC100% Signed Up To See If Their Data Is Safe!

Yesterday’s event in Las Vegas was a great success. We had representatives from the local cybercrime enforcement unit of the Las Vegas Police Department, as well as Fire Department, along with just over 20 business leaders.  Delon Lukow, President of ProStar offered an assessment to each attendee as a thanks for attending.  This initial assessment will help business leaders determine if there are in fact symptoms of data theft, or major holes in their security strategy. Every person there agreed to take this first step.

After the meeting I had the opportunity to meet with Lukow to review the most important elements of small business risk, and what risks small businesses are most likely to face. It is ProStar’s mission to help educate business leaders in this region, to take a more proactive stance against cybercrime.  My hope is that more SMB focused technology companies will sponsor these types of events.

© 2015, David Stelzl

Thanks again to our sponsors including Cox Communications and Nuvestack!