Archives For David Stelzl

Are You Getting the Conversion Rates You Need At Lunch & Learn Marketing Events?

I just returned from the Gold Coast – Florida. Not only was our conversion rate strong, something bigger happened, with the potential to double our success!

(Thanks Eric Kiehn and the entire C&W Computers Team for hosting a wonderful event for small business leaders!)

Lunch & learn conversion is somewhat of a mystery. Some have it, some don’t. In a recent post I named three key factors – Asset Owner Audience, Speaker with Authority, and something meaningful to convert to (Like an Assessment).

NOTE: If you still don’t have my High Conversion Security Assessment Template, down load it right here!

But there’s something else – something you can easily add to your next event with the potential to 2X or 5X your results! Listen in on the video as I explain what we did…

© 2018, David  Stelzl

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3 Secrets to getting the right audience at your next lunch & learn.

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Solution Strategy 2.0

Download the Roadmap Here: https://davidstelzl.net/freeroadmap

Copyright 2018, David Stelzl

 

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We just wrapped up an awesome event in Vancouver, thanks to the Tech Data Team and Tech Select Members!

Yesterday I presented 4 key concepts resellers must execute on if they want to keep growing, or reignite a dying MSP business.

In case you missed it, I did provide a free Assessment Template you’ll want to download

(Click to download it here)

What are the 4 areas? 

First, how to use assessments. Over dinner, Dale Cline, President of BlackStratus (A Security Monitoring Firm based in NY) shared with me, that by changing their approach to an assessment based trial, conversion rates have gone from 30% to 80% in just a few months.  PWC, Accenture, KPMG – these firms have been using assessments and studies to sell for decades..it’s the key to avoiding price discussions.

Next, The Value Message. People take care of urgent threats before they expand and invest.  If you’re having a heart attack, you’re not stopping to check your budget. You just go to the hospital before it’s too late. In our session, using the messaging from The House & Cloud, I showed this group exactly how we converted over 25 business leaders in one hour earlier this week – a lunch & learn I did in Richmond VA.

Transformation also requires an ascension strategy – that means modifying your solution strategy. If your only real offering comes from MSP contracts, then how does the 80/20 rule apply. It turns out there’s a 5X growth strategy sitting above your MSP business…but most IT services providers don’t have one.

Finally, if you want to grow, you need a conversion strategy. Referrals are great, but there just aren’t enough of them…This is marketing…reaching out to the masses, building business-level awareness…then moving to trust, and finally to justification using your assessment.

For those of you who did attend – let me know how I can help as you move forward to implementation!

© 2017,  David Stelzl

PS. Get started with the Assessment Template – the fastest way to overcome objections like, “We’ve got it covered”…

 

 

data-security-picWhat’s The Point of Your Security Assessment?

Are Your Clients Actually Taking Any Relevant Action?

This week on a coaching call with one of our Mastery Security Training Attendees we were discussing the role of the consultant in the security assessment process. In this case the Assessment Sales were NOT closing.

In other cases we discussed conversions from Assessment to Remediation or Managed Service were weak.

The complaint: Can I rely on our security consultants to deliver, or should I sell something else?

The Problem is Sales, Not Technical

First, sales people should never turn the SELLING over to a consultant or engineer unless that technology expert has a track record of closing. Knowing a lot about security does NOT lead to selling assessments. Selling and marketing are not driven by sound bites, technical know-how, or certifications.

In the Security Sales Mastery Program we teach sales people to speak about security at the business level. Executive Management is where the assessment should be sold.

Assessments are about risk. They measure Impact vs. Likelihood. At least they should. 

The Point of the Assessment is NOT Just About Risk: It’s About Conversion

In a sense Assessments are a marketing effort.

The Sales person sells the deal to measure risk. The consultant measures risk. But then something salesy has to happen.

Like the Cardio Doctor, if your patients are about to die but don’t take on the treatment plan, the doctor is failing.  It’s the doc’s job to sell his patient on doing something. Yes, ultimately the patient is responsible for their health, but if the diagnosis is poorly communicated or risk poorly described, the doc is doing something wrong.

Look at the Deliverable.

In many cases it will be a 50 page paper (enterprise size deal) or something much shorter in the SMB.  But is it written to the person who cares about risk? In most cases the answer is NO.

This is a sales problem. If you, the sales person, sold the assessment, hopefully you sold it to to someone at the business level to help them measure something specific – risk.

It might be compliance like HIPAA or it might be to identify the likelihood of data theft, system disruption, or data misuse.  Theft, misuse, and disruption can all be in the same report, however your findings must be written to the asset owner. The person with liability.

Don’t let the consultant take this to the client before reading and understanding what it says.

Are there mistakes?

Was the paper written using an old assessment from another deal?

If so, are there facts left over such as a “company name” that just don’t belong in this paper?  Believe it or not these are common problems. But it’s the sales person’s job to read it and scrutinize the value of the report.

Sure, the technical team shouldn’t be making mistakes like labeling a diagram with Cisco routers when the client uses Juniper (Yes, I’ve seen this happen!). But technical people are rarely writers. They won’t write at the executive level, they’ll miss edits that are obvious to the sales person, and they’ll often use an older document rather than starting from scratch. It happens even with the best teams.

Should You Keep Selling Assessments?

Yes, your clients need them. And they’re one of the best avenues to big business.

But sell them at the business level. Don’t succumb to IT people wanting assessment quotes. Unless they’re high dollar projects, they’re not worth doing. Make your way upstairs and find out what’s really needed.

When it’s time to assess, make sure your technical team knows exactly what you sold. It should be a measure of risk as described in The House & the Cloud. And when it’s time to deliver. Read it. It’s your deal. It’s Your client. It’s your responsibility. And it’s your biggest up-sell opportunity.

© 2016

img_4248What’s Your Value Proposition?

Have You Ever Tested it With Customers?

Or are you just going off what some other seemingly successful VAR is doing.

This business is incestuous.

Resellers meet with each other quarterly copying each other’s ideas without actually testing anything.

It’s also deceptive. 

The 1 million dollar reseller looks enviously to the 10 million dollar reseller for direction. But the fact is revenue is meaningless with privately held companies working on single digit margins.

Everyone Has The Same Value Proposition, “Our People Are Better”.

At Ingram ONE this week I’ve met with numerous resellers. It seems like everyone has the same value proposition. Some more sophisticated or sporting bigger certs but at the end of the day everyone looks the same on paper.

Is Your Marketing Working? What About Sales?

Conversion is the measure of success. If your website doesn’t pull in leads it’s broken. If your assessments don’t readily convert to business they’re useless. If your first meeting presentation doesn’t convert to something great it should be trashed. And if your prospecting efforts (cold calling or whatever) are not landing meetings it’s time to reengineer the process.

There are 4 Value Propositions,  Only 2 Work…

in this economy. I list all four in The House & The Cloud, however these two are what you need to know:

  • Risk Mitigation
  • Customer Experience (a form of competitive advantage)

The second points to custom software and digital connectedness with the customer. It’s Amazon morphed into whatever business you’re calling on. The other is minimizing risk.

Different types of risk exist in different vertical markets. The bank is more concerned with account balances being off. Healthcare wants to know life support systems are up and patient privacy is sure.

Stop thinking your people are better, your workflow if more efficient, or that your IT Service Offering somehow provides a more efficient way to handle IT.  It might all be true, however the business owner or CIO is not going to see it as unique.

© 2016, David Stelzl

Over the past 12 months I’ve spoken at dozens of executive lunch meetings

Ransomware is one of 7 major trends I’ve used to wake people up to their need to assess risk.  

Over 90% of my listeners – ranging from small business owners to CIOs, admit that their firm has not had a risk assessment done in 12 months!1-hc-book-ad-3-0a

When asked what the FBI recommends – most understand the FBI recommends not paying.  But when asked what the FBI will then do to help them get back to business, I get a blank stare. The truth is, the FBI’s recommendation is meaningless, because the FBI has no ability to restore the data. The victimized company is left without data.

Security manufacturers have recommended backing up data. Great…but when I ask my audience how long it might take to restore data, again, I get the blank stare. It could take weeks. Can the doctor afford to keep his patients waiting while he restores? Can the CPA, in the midst of tax season ask his client to hold on? The answer is no.

Do your clients have the ability to detect this intruder before it locks them out? Is there a tested response plan in place in the event that one is hit? Do your clients know what this really is, and what to expect in the coming 12 months?  They all need to face this reality.  Check out more on how to  get people to listen – it’s in my book, The House & the Cloud.

© 2016, David Stelzl