Archives For msp

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It’s Easy to Leave A Channels Event, Distributor Conference, or Mastermind Group feeling good about your MSP business. After all, your business is producing a profit.

You’ve been in business for 20 years or more. And you’ve managed to weather several economic downturns over the past couple of decades.

Don’t get too comfortable…

The high-tech business is a fickle thing…there are economic downturns (recessions, depressions, or whatever you want to call them…) and then there’s commoditization. The latter is your greater enemy.

Like medical and grocery sales, people need their computer. The high-tech business (servers, storage, data center, etc.) has been a high growth industry since I entered the business world out of college. It just has…perhaps it always will…tech is the lifeblood of most businesses today.  We can’t work without it.

However, It commoditizes.

Building Sustainability Into Your Business

This week I’m attending a marketing conference in Cleveland OH. Over 1200 small business owners packed into an auditorium listening to some of the greatest entrepreneurial minds in world.

This morning’s session focused on sustainability.

As the speaker unfolded over an hour’s worth of strategies, the MSP business  came to mind…a business that relies on long term customer retention.

MSP sales are not transactional. In fact, if your clients only stayed a month or two, your cost of sales would eat your business alive. You really need them to stay.

Historically, retention in the MSP business is 5 years (average). Yours might be more or less, but you should know your number. The goal is to increase it. If you could add just one year to your average (assume you have 100 clients signed on), that’s 1200 months of MRR (Monthly Recurring Revenue) added to your business in that one single act. Or think of it as signing a 1200 year contract with your next client!

5 Things You Should Be Doing To Create Sustainable MSP Business…

Build Evergreen Assets.  If you’re taking care of your customer, you’re probably meeting quarterly to review their IT. Hopefully you’re also giving them guidance. During the initial sale you also had to review their business and create some sort of proposal.

However, building everything from scratch is destined to fail. The cost of customization is high, and the likelihood of messing up is high too…Better to productize your offerings…here’s how.

First, you should be selling packaged offerings. There’s your core MSP offering, and then there are add-ons (like riders on an insurance policy).  However, when you buy a car, those extras are often bundled into packages. The electronics package with the stereo upgrades. By doing this the dealer eliminates the headache of creating a completing customized quote.

In this case you need at least one (but probably more) security package…one that can be added to their existing MSP agreement (if someone else holds that contract), or attached to yours (now or later).

There’s also a maturity model…if you were to create a maturity roadmap for security, when your new customer joined your program, you would figure out where they are right now, and begin taking them through your 24 step program…certain mail pieces, meetings, assessments, and sales efforts would be made along the way – all predetermined.

Building Identity. Customer loyalty is also a key to sustainability. Not everyone will be loyal, but the hotel and airline industries, as well as Amazon and Starbucks, have all proven that people will join the club if you sell it the right way.

It turns out identity (the people group, brand, or team I identify with) will drive my behavior faster than just about anything else. I’m a lifetime platinum member of Marriott…when it’s time for coffee, I’m waiting in line at Starbucks in the airport, even though there’s a coffee shop right across the hall with no wait. Why?

I’m part of the club. I identify myself as a Starbucks customer, I stay at Marriott unless there just isn’t one…and I’m not the only one.  If you’re sitting there telling yourself you don’t do that, remember, you’re not you’re own customer…you want to sell to people who will sign on with a brand and stay.

Sell to The Right People. There is a people group out there worth your time…but there are also people not worth selling to.

Your job is to identify the people group you work well with, and go after them. I was talking to a very successful entrepreneur this week – he told me he sells to men, age 45 – 60, ambitious, hard working, leaners, who are already in business. He also noted it’s best if they are married, politically conservative, etc. You might think he’s too narrow. Yet he’s made millions (plural) of dollars in personal income annually over the past decade.

Signing the wrong people onto a business that demands retention is a recipe for failure.

When identifying your perfect customer (the customer avatar) you’ll want to know how they think…the more you know what’s on their mind, the better.

Today’s speaker said it like this…”Know what they are thinking about every day as they leave the office…know what they talk about around the dinner table each evening…and if they wake up at night worrying about stuff, you should know it.”

In the End They Need Hope. Dave Ramsey does one of the best jobs of selling hope.  He tells his team, when you pack up a book or CD to ship out, it’s not a book, it’s a package of hope.

With MSP; remember, most small businesses are frustrated with computers. They don’t understand them, they don’t really trust them, and when it comes to security, they’ll do just about anything to avoid thinking about it.  Security issues just create more stress…

Want To Build The Sustainable MSP Business?

Stop trying to copy the models presented by MSP cloud offerings around you. They don’t know how to sell to the SMB market. They know how to sell to you…I’m talking about the SolarWinds, Continuums, and nAbles of the world…

Be radical…start thinking about what a small business really needs…what would remove all the IT stress from their world.  And then start providing it to your ideal customer avatar.  Add one year to your average, and then continue to journey. It’s the road to MRR growth…And it’s sustainable.

© 2017, David Stelzl

P.S. Do you have my Security Assessment Report Template…Designed to move prospects into your program quickly?

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Your Risk Assessment Is The Fastest Way to Drive New Business, But Only if You Follow This Formula…

On one hand, risk assessments are a great way to start an engagement, or close a sale. On the other hand, they offer great value. Should you give all your value and insight away???

It’s a hard question that demands an answer!

The Point of Assessing Risk Is…

Several weeks ago I wrote an article defining the assessment (if you’ve not read it, I recommend going back to better understand the truth behind assessing risk and growing your business).

The bottom line is, Assessments are like health checkups. If the patient has URGENT issues, yet chooses to NOT take action, the doctor’s efforts are wasted.  Even more, if most of that doctor’s patients never enter treatment (and are dying), he has failed.

(More on the Assessment Sales Process – Pg. 194, The House & The Cloud)

If there are urgent issues, action is required.

And it’s your job to sell the customer on taking action – not for money, but for the livelihood of that customer’s business. With remediation in mind, your risk report is a marketing document. You goal is to sell your customer on doing something!

Amateurs Focus On Front-End Selling

When I hear, “We don’t give away the assessment”, I think to myself, “Amateur Thinking”. Front-end, is a funnelology term – It is the process of capturing a lead and ascending that lead up your value ladder.

The sales process starts with a lead magnet (some freemium offering) to attract qualified prospects (Think: Opt-in). You provide value and your buyer wants more. So they ascend over hurdles of indecision to the point of becoming a buyer.

Some prospects will drop out immediately, grabbing the free stuff and moving on (grab and dash). It’s okay…I’ll explain in a minute. Others will buy your initial offer, or perhaps engage with you in basic managed services (New Customers).

A select few will become hyper-buyers…your best customers. Hyper-buyers buy whatever you recommend because they see your value and trust you to advise them.

The front-end has to be easy (think, free or close to it). You might offer a white paper (which I seriously don’t recommend). Better choices include, special reports, quizzes, assessments, lunch & learns, etc. 

Some front-end options convert quickly. Others, not so much. Signing up for your mailing list or free e-zine doesn’t make much sense these days. No one is choosing to get more spam email.

All great front-ends cost money.  The idea is to spend your money with ROI in mind. The company that can spend more upfront (marketing), and still measure a strong return on the back end, wins.

Did you catch that? You’re not trying to minimize the front-end cost (or your marketing budget). You’re trying to maximize conversion and ascension.  If your backend works, you can spend more upfront, beating your competition.

The assessment may be costly, but done right, it can have an extremely high ROI on the backend.

Qualified Prospects Only

Conversion (like getting people to a lunch & learn) is one thing, converting from free to fee is another. You don’t want to invite people for a free iPad…you’ll end up with a bunch of IT folks that want free gadgets (these are not buyers).

If you want qualified prospects, you won’t give your free assessment to just anyone. And that means you won’t advertise it on your webpage. Freemium means high-value and special, and should be guarded.

To qualify, you want to have a freemium offer, like an assessment, and have a clear avatar of your target prospect.

Let’s say its the SMB business owner with 25 to 250 users. Inviting that person to a lunch & learn is a qualifying step that gives you the opportunity to actually meet face to face. It’s costly, but if your conversion is high, you won’t care.

Then converting them (given the right message in your lunch & learn meeting) is easy…We’re converting over 90% right now with a security message designed to instill urgency. It leads to an assessment – we offer this analysis right there in the meeting. But our description is vague…on purpose. You see, we have one more step; it’s a phone call.

On our initial call we have the opportunity to ask them about their business and their role. If they turn out to be someone other than a qualified buyer, we make the assessment a simple over-the-phone questionnaire. If that person is a business owner, in charge of a possible qualified company, we move forward.

Our assessment engagement involves that decision maker all the way through to the deliverable. If our key contact (asset owner, I call them) drops out at any point in time, we stop the process.

Our conversions to business range from 60% to 80%, and our sales cycles averages a couple weeks to a couple of months. (But not 6 to 9 months). These contracts range from $1000 to $5000/month, with a 5 year expected lifetime value. So how much can I spend on customer acquisition (in this case a lunch & learn and assessment)? Do the math, it’s a big number.

Selling The Free One Isn’t Always Easy

But there’s still one more hurdle. Selling free assessments has it’s challenges. Free sometimes means no value. And getting that initial meeting may also prove to be a challenge.

The 60% to 80% close rate is attractive, so I know I want to sell the risk assessment. I am willing to give it away, because my ascension process works predictably well, and the ROI is there. I can afford it and the return is evident.

However, the assessment can’t be the first step in my sales process (or funnel).

Most of my clients sell assessments by using something upfront to attract clients. eBooks, followed by webinars, with an offer to assess, can work. Live lunch & learns, using a hard copy letter invitation work extremely well. And any excuse to get a meeting (such as referrals, product or quotation requests, etc.) can be turned into an assessment.

In my book, The House & the Cloud, I explain how to transition just about any meeting into an assessment (chapter 13), and then later in the book (Pg. 194 – 200) I explain how to move  through the assessment in a way that engages asset owners, and leads to a sale.

The most important thing in this whole process is to track your conversion metrics. Make sure you are at least breaking even. Once you break even, start tweaking your funnel to modify and grow your ascension process.

As you perfect your conversion metrics you will be creating a long term, predictable profit machine.

©2017, David Stelzl

Get more insights on this process in my book, The House & The Cloud..limited time offer $1.00! / Free Shipping in the US.

 

canstockphoto26876709You Have a Website, Right?

Does it Do Anything Useful??? 

What I  mean is this…Is your website a billboard online, or does it actually attract prospects? )Take note, I’m about to give you the secret to Internet Marketing with your website…)

Or did you just set up your site to education current customers for free? Probably not.

My guess is you wanted people to visit and buy…but they don’t. Why?

Probably because there’s nothing there to convert them.  (In a minute I’ll give you a free sample you can use on your own site…)

When I visit my Amazon account online, I am probably shopping for something. Even if I search for a product, like “Northface Tent”, amazon comes up. But I always buy stuff on Amazon, so I click and see what they have.

What happens when you Google “IT Services”, or worse, “Computers?” I just tied “Computers”.  976,000,000. That’s bad. Are you in there somewhere?

The Lead Magnet Strategy Works, If You Design It Right

I won’t go into great detail here. Instead, I have a free lead magnet you can download right now. But before using it, it’s important to understand it. And if you understand it, you can create more!

My Free Lead Magnet <<< Download it Here

In fact, I was recently listening to a presentation by a guy who writes ebook marketing materials for a living. He’s written dozens of like-ebooks for a single client. In one case a dentist had 26 ebooks on the dentistry website, published under different types of dental challenges.

So if you were having problems with your teenager’s wisdom teeth, you could go to his site and read his 20 page ebook on “How to Deal With Wisdom Teeth”.  (As you can imagine, he’s advertising for paid traffic, and directing different dental searches to his site).

Of course you’ll be asked to enter your name and email before downloading…If the content is good, it’s certainly worth the exchange. But expect to be marketed to once you’ve finished your download. And rightly so…if you have a toothache, you’re ready to buy!

What Topic Is Your Ideal Prospect Going to Read About Right Now? (Hint: Not Managed Services)

It could be a lot of things. If you call on CPAs for instance, they might want to know about recent trends surrounding Ransomware.

But you’ll need a title to grab their attention first.  A title about Keeping your CPA Business Up and Running During Tax Season might do it!!!! Or however about…

“What Will You Do If Ransomware Hits In The Height of Tax Season?” Hmmm, can you imagine what would happen if your own CPA were hit right before filing your taxes this year? That would be bad – but worse for him than you.

Get Some Insight Before Moving Forward – This Business Building Strategy Works

Download my latest ebook and read through it. Here’s what I want you to notice (Note, I am not saying this is perfect – but it does have what The Experts recommend).

  • A Title That Matters – Digital Revolution is a buzzword that will draw in a certain crowd worried about companies like Amazon (and any big-online business stealing the show).
  • Punched Up Copy…this means I’ve applied the rules of copywriting using by many of the great copywriters (Gary Halbert, Victor Schwab, and John Carlton for instance). Meaning, short punchy sentence structure, cliff hangers, transitions that keep the target audience reading, white space and pictures, power words, and much more.
  • There’s a Strong Call to Action…and it’s written to your customers, calling them to action now?
  • And it’s a Specific Call to Action  – an assessment. And justification is given to act now?
  • It Starts Where They are Now – Meaning the document considers what the customer might be doing right now before launching into an offer or call…, business growth and competitive advantage (customer experience). From there the ebook takes them where you need them to go (security).

So without going line by line, put on your “Target customer hat”. I mean, think for a moment, as though you were your best customer.

Download the book, and read it.

If it draws you in, perhaps your target customer is the one I had in mind when I wrote this manifesto. If not, use the same format and feel, and write your own…but I highly recommend having someone with Copywriting skills take a look before you go to market with it…chances are you won’t catch some of the subtle marketing-science behind what I’ve done here, making it hard to recreate the magnetic affect you desire.

In any case, give it a try…this is far easier than making another 100 phone calls to people who don’t want to talk to you right now…

© 2017, David Stelzl

1-hc-book-ad-3-0aDoes Your Website Generate Meetings?

Is There Something on Your Home Page To Draw Me In?

And once in, will I move to paying status quickly, with a clear path to higher margin services?

I’ve been writing this month about value propositions and attracting new leads. Most of the reseller and MSP sites I visit don’t actually advertise anything. There’s no conversion process in place.

However, some offer a FREE ASSESSMENT or sign-up for their e-newsletter.   Does that work?

In an post (earlier this month) I showed how these types of initial offerings, offer little value. Few qualified buyers want another electronic newsletter, especially prior to building a relationship with you.

At first contact, there are a number of hurdles to clear before you start offering assessments and newsletters. (note: I like hard-copy newsletters once the relationship is established, even if they are not yet buyers).

But, for a moment, let’s pretend they do…(want your newsletter or assessment the moment they hit your homepage – an unlikely scenario).

What Happens When Someone Signs Up?

Pretend for a moment that someone would actually subscribe to your newsletter without knowing you (The other question is, would they actually read it?)…

So they visit your website through an organic search. They are looking for a new MSP provider; their current one just isn’t cutting it. Do you know they’ve been to your website?Is there anything there to capture this potential buyer’s name?

At this point they fill out your newsletter request form (but this probably doesn’t happen in real life). Are you notified now? Do you then make a call? Are they ready to buy your high-ticket item (full blown managed services)?canstockphoto40335869

Maybe. And if your team is on the ball you’ll might land a competitive quote (where price is the primary determining factor. But I’m getting ahead here…).

So last week  I tested this (you know, the newsletter sign up). My company name is SVLC. Someone who doesn’t know me would still see my name as a lead. During my research, I hit several MSP sites and subscribed to their newsletters  just to see what would happen. This is called FUNNEL HACKING.

Funnel hacking in simply looking to see what happens when you click on someone’s lead magnet. You could go pretty deep here. If they actually have some automation in the form such as up-sells and email response, you would try different options to see where they take you…and what emails you receive back.

Nothing…I didn’t get a single call or email. In fact, I didn’t even get an existing copy of their newsletter (email or hardcopy). The funnels were one step – Sign Up. Perhaps their newsletter will come out next month, but I’m not holding my breath.

Any web-surfer was only interested in that moment. A month later they’ve forgotten you.

I have no idea where my name went????? Will I ever get a call?

Great Lead Generation Takes The Prospect Through, Overcoming a Series of Hurdles

When I say hurdles, I don’t mean you’re setting up hurdles. I mean you are clearing the sales hurdles that already exist. Competition, objections, etc.

You don’t need to create more. There are plenty of roadblocks before you ever begin. Enter Nurturing Campaigns.

Cold traffic must be warmed before it can be qualified. I was talking to a guy just yesterday on a coaching call. He’s making tons of calls, having some good conversations (but mostly with IT directors). As I listened, it became obvious that, despite lots of calls, he’s only getting through to a few (that’s the be expected); however, he has very few meetings. Completely predictable.

He also has at least one lead magnet, but no real funnel to speak of. If someone happens to download his white paper (poor choice for a lead magnet in this market), he gets their name and makes a call. Rarely does it lead to a meeting.

Nurture and Ascension – The Key To Warming Traffic and Clearing Hurdles

So what should follow your lead magnet (I recommend this not be your email newsletter sign-up form – see Getting More Leads for some better options)?

I like webinars here. But something has to happen to begin the education process. When someone downloads an ebook, the chances of them actually reading it is low.  Yet they downloaded it, probably to scratch an itch of some kind. They’re trying to do something…

Sometimes a series of short emails that point the reader back to specific sections in the ebook can help. For instance, “I know you’re busy, but be sure to check out the One Big Mistake Every Business Is Making as They Move to The Cloud…it’s on page 4). Another strategy is the webinar…offering them an immediate way to get the information they need, without actually reading.

Here’s the funny thing. People will download your ebook faster than they’ll sign up for your webinar (speaking of cold traffic); however, they’ll sign up for the webinar if you offer it to them right after downloading the book. Strange, isn’t it?

And now that Everwebinar technology exists, there’s no reason to NOT do them. You can be running a webinar twice a week without ever touching it! But DON’T create one just yet.

You need a presentation designed to convert first (Note: The House & the Cloud Presentation is converting nearly 100% of the time when I speak at lunch & learns – you can get it here for just $1.00).

Once you have your high-conversion message in hand, start presenting live (by webinar) until you have perfected your pitch. The day you hit it out of the park is the day you can take your session recording over to your new Everwebinar application.

Amateurs Focus On The Front End

The front end is your low value offer…I see too many MSP providers trying to sell the big ticket item on day one. The other sin is an unwillingness to invest in the lead magnet (i.e. not willing to send hard copy or pay for an eBook that really works.)

So sales people are left to make tons of cold calls (as though it doesn’t cost the company money) to save a few marketing dollars: foolish thinking. The e-newsletter sign up and the free assessment (on your website) are really no better…

The focus should be on backend high-ticket items, with an understanding that lead generation requires investment. The cost per client acquisition is a number you determine by looking at marketing dollars spent in comparison to closed business (over a quarter for instance).

When I sell my book for $1, it costs me at least $10 – probably more when you consider the investments in funnel and webinar software products, shipping, and printing of the book. Too many people set stringent limits on their marketing budget, rather than looking at Marketing ROI.

If it’s costing me $10/book, but the entire marketing funnel is break even, at least I’m getting names for free. This is a whole lot better than buying a list…and the names are arguably better.

And if I know where to get traffic, my list may be growing exponentially over the quarter. Next, it’s time to look at ways to ascend that new prospect up the value ladder.

Stop focusing on every front end dollar. Instead, create a path from low cost/low value, to high profit/high value, with the steps necessary to clear the hurdles along the way (price objections, etc.).

Copyright 2017, David Stelzl

 

get-more-leadsHow to Sneak Into Your Prospect’s Office Undetected

Using Lead Magnets and Funnels to Launch Your Year Just Might Be Your Best Bet

If you’re following my blog, you know I’ve written several articles over the past few weeks on creating the value proposition, defining your target market, and building your list. These are all necessary steps for a BIG year…

But how do you get new names on your list? That’s today’s topic.

You can buy a list or buy traffic. But what happens when you reach out to that list with cold callers or email? Do leads respond?  And when you introduce yourself from XYZ IT Services Company, does your prospect smile and invite you over for coffee? Probably not….

There has to be something else to get your list warmed up before anyone will want to hear your message. And that’s where lead magnets come in.

GREAT lead magnets are few and far between. That’s good news!!!!

This morning I went searching for great examples of what TO do…do you know I couldn’t find any in our industry? No surprise really, but that means you have an opportunity to race past your competition.

In fact, I just plowed through about 1000 reseller websites, cleaning up a call list I have. I would say that no less that 75% of the websites I hacked (for information purposes only) were down right depressing – Embarrassing. But I will save that for another time…back to lead magnets and list building.

Things You DON’T Want to Offer, If You Want to Attract List

First stop, Google. I figured I would just funnel hack a few IT Services companies. You know, resellers that sell IT Services or MSP solutions.

The first company to pop up on Google’s paid2017-01-13_07-47-36 advertising list was a company called Proactive ITI…Next I did a quick search to make sure they were not one of my clients. Nope! Whew.

They actually do have a homepage that attempts to convert. Two problems. First, the offer is below the fold (meaning you don’t see it unless you scroll down). Second, they have the dreaded FREE ASSESSMENT offer (Which they are calling, A Second Look).

Then (checking their URL on SimilarWeb.Com) I noted that their bounce rate is 100% and their traffic numbers are extremely low. They could probably take down their website and sales wouldn’t be affected.2017-01-13_07-55-05

Next, I clicked on CDI, an IT Integrator in the North east.

Their home page offers NOTHING for conversion, but they do have a landing page.

But again, it’s the Free Network Assessment. I have some inside-track as to how their business is going, and my understanding is that their network assessments are few and far between, with little to no conversion.

Free assessments, white papers (such as the one offered on CrowdStrike’s homepage), and a free tour (like on I found on DFT Data Center’s site) generally don’t work well.

No one is going to believe that your free assessment is worth something if you offer it to anyone who finds you online.

White papers are stale and outdated… And a tour? Who wants to go visit an IT provider just to walk around and look at rack space?

Great Lead Magnet Ideas – Something You Can Start Building Today

So, what makes a great lead magnet?

  • Your book (even if someone writes it for you).
  • Special report on business relevant topics such as The Digital Revolution.
  • Free training session (recorded user awareness training for instance).
  • An infographic on Security. Perhaps a maturity model.
  • Checklist for something relevant.
  • Even a quiz

Notice, white papers don’t work, but special reports do. The book has been my number one conversion tool. I get hundreds of leads by offering my book for $1 online.

And since I do require the $1 payment (which of course is a loss-leader), the prospect is more qualified. Not too many high schoolers are going to pull out their credit card for my book, even if it is just one dollar.

The Everwebinar has also been a high conversion program, but requires a little more effort upfront. So in my case, I am offering the book, and then taking buyers to the webinar.  I have another funnel I use that offers the webinar training first. I’m using that funnel with resellers of a specific brand technology, endorsed by their executive management – so a sort of bridge is created to the cold lead.

What Makes a Lead Magnet Great?

In one word, Relevance.

But it must be consumable too. People love books, but getting someone to read is somewhat of a challenge. And so, leading with a book, followed by a video makes perfect sense.

People want the book, but would rather watch the movie, once they know it’s available.

In addition to relevance, it must be written to convert.

Great sales letters are written using a copywriter style of writing. Copywriting is a style of writing that your English teacher would frown upon. However, it is what sells.

Sometimes the most polished writings and prettiest websites offer no conversion. Commercials written for entertainment attract more spectators than they do buyers. So don’t judge the letter, book, or webpage by it’s ascetic appeal or cool-factor. Conversion is the only metric that matters.

Great marketing starts where the buyer is NOW.

So if the buyer is consumed with customer experience and mobility, that’s where you need to begin. If saving money is top of mind, and cloud seems like the obvious answer, start there.

But then take them where you need them to go. Prospects looking at less expensive MSP solutions are not automatically disqualified, when you think this way. Perhaps you can start with a lower MSP price in your dialogue, then transition to the heart of IT Services (which should be keeping data secure). From there you can offer the assessment.

So the basic MSP service is less per workstation, but the necessary security makes your monthly recurring contract actually more expensive. Will they buy it? With the proper justification, the sale is made. I’ve seen it happen more times than you can imagine.

Other Options…

Can you write a book or put together a  training video? You can. If you don’t write well, or don’t have time, you can always get someone else to write or speak for you. You can do it through a short interview (as I did with one of my clients recently), or you can give an online presentation, record it, and have someone transcribe it.  From there, you will want someone with copywriter skills to edit and punch up your copy.

Remember, no one really likes to read business stuff (well, except for a few weird people like myself). So make sure your written work is exciting, entertaining, and full of great (business relevant) content. Write like you speak, not like a textbook.

Getting Magnets In the Hand’s of Prospects and Converting

Getting your lead magnet out isn’t that hard. I’ve used postcards at events, text opt-ins (also at live events), blog posts full of content with links to get more (code for Lead Magnet), my website homepage, and paid traffic ads on Google, Facebook, and LinkedIn.

Subscribe now! and I’ll be filling in the details as we take this journey through 2017…building more funnels and lead magnets to create qualified IT sales appointments!

© 2017, David Stelzl

 

angrybusinessman

Just Because Your Message Is Poor Doesn’t Mean You Should be Selling Harder

What’s Your Value Proposition?

When I look at a reseller’s messaging, I ask myself, “So What?”

Is there a compelling reason to buy here? Will the CPA, doctor, lawyer, or business executive care? Or is this message designed for techies without a budget?

Great Marketing starts where someone is right now…

Then takes them to where you need them to go!

(Discover the Most Effective Security Value Proposition in my Book The House & The Cloud…Special offer)

There are Five Components of an Effective Value Proposition…

But before I get to how to build one, let me share with you one memorable experience where the sales rep was clueless and wasted over 3 hours of his day trying to convince my family to buy…

The Product Guy and His Value Proposition Mismatch

Our vacuum died…It was a bad day at the Stelzl house. 6 Kids (Now 7), all very young, full of energy, and making lots of messes…But it gets worse.

You see, I grew up in an “Electrolux” family…if you’re over 45 you might remember the original Electrolux brand (the current Electrolux is not the same). It was like a cult following…

As a boy, our family bought one vacuum and we used it forever. Electrolux was the Cadillac of vacuum cleaners. These high-end cleaning machines were only sold in-home. Stores didn’t carry them.  They were expensive. However, they lasted forever. In my mind there were no other options.

Jump ahead to life as a married man. Electrolux is not the same company. Having been acquired and cheapened, it’s nothing special…

I tried buying one of the newer models (a whole story in itself), but it just didn’t last like the original I knew as a boy.

With our dead vacuum in hand we needed something fast!

Skipping through all the shopping disappointments, one salesperson stands out, and that’s what I want to focus on here. He’s the Rainbow guy. A reseller of sorts selling high-end hardware.

Rainbow vacuum technology is compelling.   It’s the “Water Vacuum”. You can buy one for about $2000. A refurb might be $650.

Perhaps you’ve seen Rainbow’s demo in your home at some point. My wife came across this amazing water machine while researching healthier vacuuming options. If you’ve studied this out you know that there are some nasty microbes nesting in your rugs, on your beds, and even crawling on your skin.  Under a microscope everything looks like a Creature Double Feature. Yuk!

So the guy shows up…He’s the Product Guy w/ a Value Proposition

Immediately he launches into the technology. His system doesn’t use traditional filters It’s water based filtering technology. Even the smallest microscopic stuff is sucked up, defenseless against this thing.

And then he did the most amazing thing…

He took my vacuum, spread out some dirt on my rug, DISCONNECTED the vacuum hose from the machine, and vacuumed up the dirt! Did you catch that? The vacuum attachment wasn’t even connected!!!!!  But the dirt still disappeared.

His message was obvious. Our the traditional vacuum was just pushing the dirt into the rug to make it look clean. Hmmm. (Pretty cool sales strategy…you have to admit).

But there was just one problem. He didn’t understand us. Here we were, sitting in the living room of a two story house, with 6 kids (we have 7 now), all quite young at the time, and going crazy.

All we could do was try to keep up with everything including homeschooling all of the kids. With all the busyness, our kids did a lot of the cleaning, but we had toys, schools supplies, and stray sock everywhere (Legos and all kinds of tiny army men all over the floor).

So, when I asked him to let me pick this thing up, I found out it weighed a TO! “How are my kids going to transport this thing up and down the stairs?  It’s a daily occurrence that the vacuum is upstairs and there’s a spill in the kitchen.”

“Well,” he replied. “You might have to get it for them…”.

Then, what about emptying the water after vacuuming (something that must be done after each use)? “You just dump it in the woods,” was his answer.

Outside?  Who’s going to do that? And what about when it’s snowing or freezing outside?

“Well, you might have to do that too.” Whoa…

And then the final blow, “What about all the Legos and army men that are going to get sucked up into that monstor? What do we do about that?”

“Well, you could run the water through a stainer or something.”

Are you kidding? With all kinds of fuzz, hair balls, and food particles, you expect me to be out in a rain or ice storm,  straining toys out of dirty water? (Are you picturing this?)

TOTAL DISCONNECT….

You see the problem here. His technology is great. But for a family with a bunch of little ones, homeschooling, etc., operational efficiency is what’s important. Not than getting dust mites out of carpeting (Even if the rep things otherwise.)

What was my wife thinking? Did this sales guy have a clue?

Where were we (mentally) at the moment he came through our door? We were busy, stressed out, needing relief. The Rainbow guy probably should have greeted us, observed the chaos, and admitted, “This is not a great solution for a family like ours,” and moved on.

On the other hand, the wiser rep would have approached our home, not with cleaning technology, but with ease of use.

Operational efficiency is one of the 4 THINGS BUYERS BUY (from my book, From Vendor to Adviser). And then (knowing there are hundreds of lightweight vacuums) he might have focused on longevity, knowing we can’t afford for this thing to be out of commission for even one day with all of these kids. And from there, moving to a risk mitigation sale…

You want your kids to be healthy, right? Vacuuming keeps the allergens down so your kids will be healthier! And families that have easy-to-use vacuums, vacuum…in fact, the kids will do it all, if you let them.

Here’s a Simple Strategy for Getting Your Value Proposition Together. It has 5 5Components.

1. Trends

Trends are like sound bites. They bring credibility. But remember, great marketing starts where someone is right now. So using the marketing Avatar I discussed a week ago, you are choosing trends and sound bites that matter to that person.

But, facts alone are NOT that interesting.

In fact, if you call on the CIO, he probably knows what’s going on in the news before you do. So, coming up with a news-bite that matter won’t be easy.

I talk more about Sound Bites and how to use them in my book, The House & the Cloud [Page 69]. READ it, DO what I’ve recommend, and people WILL see you as the expert! (That coveted TRUSTED ADVISOR status).

Instead of just quoting day-old news, take your sound bite and add some INSIGHT to it. Matthew Dixon in his book, The  Challenger Customer, does a great job of explaining why insights are so powerful and how to use them in the sales process.

The bottom line , INSIGHT is what grabs a prospect’s attention.  For instance, the vacuum guy might have looked at our crazy home and quoted a statistic on how infrequently the average home is vacuumed and why that creates an overabundance of health issues. (Sound Bite).

His [insight] would then be, “That’s because most vacuums are so hard to use. Only the parents can vacuum and they don’t have time. But mine is so easy, even a child can operate it. In fact, most kids think vacuuming is fun. My kids wanted for toy vacuum for Christmas. So I give him a real one and now he cleans for us.” What mom would ignore an insight like that?

2. What I See (Further Insight)

What have you observed? Your client lives in a vacuum of sorts. They don’t get out much. So they don’t get to see what you see.

Failed IT projects, IT Budget overruns, poor IT decisions, major security disasters and system downtime,… the list goes on. If you’ve been in this industry any length of time (and have been taking notes) you have wisdom you are probably take for granted.

Think of yourself as the hub or portal of IT wisdom and insight.

(And if you are not that person, become him. You have everything you need to be the go-to source for IT strategy and chances are you competition isn’t doing anything with this knowledge.)

Note: CRN, MSP White Papers, and Continuum & Kaseya data sheets

are not a substitute for personal development.

So what are you seeing? A digital transformation is taking place without regard for real security. Malware is traveling surreptitiously through a global maze of routers and switches, undetected. And is hitting companies where they can’t see it until it’s too late.

3. My Concern (Great Place to Shed a Tear)

Are you concerned for your clients? This is where the Successful sales people stand out. They care…do you?

When your client senses that you actually care about their business, and that you are in fact passionate about helping them survive, it shows. The rep who is just after another product sale ($$$$) to make quota falls short here.

So, take a moment and consider why you are in this industry. If you believe you can help people, then start focusing on their problems and helping them find lasting solutions.

If the Rainbow guy really cared about us, he would not have told me to take point on transporting his dinosaur, and cleaning out filthy water in the middle of the night, in the snow, with a strainer (YUK!) Instead, he would have admitted that his product wasn’t a good fit for our situation.

4. What We Are Doing About It (Your Lab)

What you are doing is coming up with solutions. At least I hope you are.

Anyone can sell JBOD (Just a Bunch of Disk). But what about securing data and keeping people from cybertheft?

Is your company looking at the best ways to secure a small business? Or ways of providing security intelligence to a mid-market or enterprise account?

As a sales rep, it’s your responsibility to study. When I drive or fly I am constantly listening to audiobooks, podcasts, and recorded coaching sessions. That’s right. I do everything I tell my clients to do.

I offer monthly programs to keep my clients on top through webinars, podcasts, blogs, and training programs. But I also subscribe to several programs (Which I personally fund) for my own business to keep me moving in the right direction.

College never ended for me. I’m taking new classes every day! I hope you are.

5. Specific to You

Now it’s time to apply this to the client.

Here’s what I say. “As I see your company (Fill in something like, moving into the cloud or going through a digital transformation), I believe you will be at risk if you don’t take steps to ensure (Fill in something here such as assessing your risk levels with the impact vs. likelihood graph, another concept from The House & Cloud).”

At this point you should have the client’s interest and a proposed next step. In most cases you’ll move to an assessment or discovery process to validate your concern in their situation. (Impact vs. Likelihood).

Write It, Memorize It, Use It…

Your value proposition should be powerful and well rehearsed.

Only the “Specific to you” needs to be modified. The trends/insights are updated occasionally, and the “What we’re doing” changes slowly over time as your company’s solutions evolve.  Minor changes should be made as you observe your target market’s response.

Effective selling demands a strong value proposition, not more brute-force selling. If you’re staring to sound like a used car sales person, it might be you just don’t have a great message and you are trying to make up for it with manipulating sales tactics.  Join us in the SVLC Insider’s Circle Facebook Group and let’s collaborate on your message for 2017!

© 2017, David Stelzl

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Do You Have a Solid List to Sell To?

Not Having a Great Prospecting List Just Might Be The End of Your Business Success…

If not, this one weakness may be the thing that keeps you from hitting or exceeding your 2017 goals. This post is my first post of the New Year, so let’s kick this year off with a plan to 10X the business you’re in!

13 Years ago I started my company (Stelzl Visionary Learning Concepts) using a list handed to me by a security product manufacturer. 250 names of companies that would benefit from my offering, if only I could reach them.

I was excited…

After all, lists are expensive and often filled with misinformation. My newly acquired list was clean, up-to-date, and accurate. One problem… I didn’t (at the time) know what to do with it. I emailed each prospect. I also tried calling…I took a great list of names and  turned it into sales resistors.  Now what????

Not one turned into business (at least initially). I was approaching sales like a junior sales rep, not a marketer. I was doing what most sales people do – calling repeatedly (pestering people I don’t know) to get them to buy something.

Business was slow, but I learned a valuable lesson. My friend’s list wasn’t my list.

If you want to sell more, you need one of two things. An organic list of traffic you own, or a way to convert a cold list (or cold traffic) to a list you own. In both cases you need a list you own  But I’m getting ahead of myself….

New Year, New You, New Way To Sell

Conversion: Building a List of Qualified Leads You CAN Sell To

There are four kinds of  traffic (think of each name on your list as “traffic”).  They are:

  1. Traffic you don’t own of control
  2. Traffic you control
  3. Traffic you own
  4. Traffic you used to own (which is like traffic you control but different)

What you want is traffic you OWN…so stop cold calling and start list building…

You’re in sales. And the more traffic you own, the more people you can direct down paths that lead to solutions, and profitable business. It’s win/win. And a win turns a profit. But without the conversion process, you’ll just be cold calling…

The other two types of traffic are made up of people you MUST convert to traffic you own (if you plan on growing your business this year).

Traffic You Own is The Best Traffic To Have – So Let’s Start Here…

Let’s take look at traffic you own. I love owned traffic…this is my personal list. A list I have nurtured and pruned for over ten years, with thousands of names on it.

These are the people  who have opted in to my mailing list or marketing process.

Perhaps they’ve bought something, they’ve downloaded a special report, or attended a live event. They know me by name, and have opted to give me their name and email or phone contact information. Do you have a list like this? If so, how big is it. More importantly, is it growing each month?

If you have a compelling value proposition, and you have nurtured your followers, chances are most of them will eventually do business with you in some form or another.

The key is nurturing, educating, and offering relevant solutions along the way.  Fail to nurture your group, and your tribe will fall into the abyss. Every neglected name eventually becomes  “traffic you used to own”.

In 2007 I taught classes for Cisco direct sales reps around the world. I collected hundreds of names. But lacking the automation necessary, I failed to keep up with each individual.

Occasionally I would send out an email blast but more often than not I would get “Unsubscribes” and complaints about spam. People who had once opted-in for more information and training updates had forgotten me. That’s my fault, not theirs.

Bottom line, you want more traffic you own, and you need a way to keep up with each potential buyer, farming like you would a crop of high-margin, grass-fed beef.

Then There’s Traffic You Control – Another Group I Love

You control traffic when a person subscribes to your blog, Likes your Facebook page, or follows you on Twitter.

When I do a joint venture webinar with Ingram Micro or Speak at the Avnet Partner Summit, I am in front of traffic I don’t own but can control.

In my recent Ingram Micro sessions I converted 90% of my “Controlled Traffic” to “Owned Traffic” using a simple opt-in strategy…and a conversion strategy is exactly what you need if you want to own more traffic.

Notice here that Traffic You Control is highly valuable, and the conversion metrics can be extremely high…

Using lead magnets (such as a video or special report) work well. In my recent 90% conversion event, I used a Text Msg Opt-In to a summary video of my session. It worked like magic…

Over the years I’ve tried all kinds of conversion methods, including handing out cards and brochures, passing around a newsletter sign-up list , and back-of-the-room book sales. Back-of-the-room usually converts about 20%. Following up cards converts 2%.

At an event years ago I offered a free onsite coaching session following my breakout. The conversion was low, but the business I closed was easy and extremely profitable. Some of those clients have been with me for over ten years now.

But the Text Msg Opt-In has by far been the most effective (I’m using FixMyFunnel to convert these leads).

During reseller Lunch & Learn events I doing something similar to convert. The attendee is converted from controlled or uncontrolled (which we will get to in a minute) to owned through a hardcopy letter campaign (Yes, you heard me right – hardcopy snail mail sales letters).

The event itself is an up-sell campaign delivered to controlled traffic. Our conversion with owned traffic at live events is nearly 100%. Notice that we needed to convert them from controlled and uncontrolled to owned before the up-sell could take place. So we are going from hardcopy letter, to event, to assessment…and on to MSP contract.

Finally There’s Traffic You Don’t Control – Not As Good, But Good To Have, If You Can Convert

Even though my new list was clean, the names on that list were uncontrolled traffic. They didn’t know me, had not visited my site, and had not been referred to me. My list was no different than an expensive magazine mail list.

Other examples include Social Media sites like Facebook or Google+. LinkedIn searches, guest blog traffic, youtube channel views, and organic traffic to your website offer more examples.

Converting uncontrolled traffic is similar to controlled traffic. You need a lead magnet.

Right now my oldest son is looking at various sales positions as a next step in his career. We were talking the other day about prospecting and I pointed out that finding traffic and converting it is the place to start. If you’re employer hands you a list of 300 names to call on, that last thing you want to do is start cold calling them to set up an introductory meeting.

Doing so will likely chase those people away. Better to find a lead-magnet they’ll want, and get them to opt-in. Do exactly what I did at the Ingram Micro event. Offer content and a way to get more. Then, once converted, create an ascension path just like the one I created at the Ingram Micro event and target that 90% conversion rate.

Coming later this month, I’ll be discussing how to build effective lead magnets and conversion strategies that will both build your list and create ascension to higher margin solutions you offer.  Stay tuned and feel free to post questions right here…

© 2017, David Stelzl

P.S. Transformation is here – that means security opportunities abound…are you ready?