We have discussed why it is so important to have a vertical market to target when you conduct an IT appointment setting campaign.
Of Course, if you’re fortune enough to already have a vertical market, then you can stop reading now. However, most managed services providers don’t have at least three clients in the same industry.
Your first step, in building a vertical market, would be to look at your existing client base and see which industries you would like to have more clients in.
Now the hard part is to start building up clients in that industry.
If you’re utilizing a technology telemarketing firm, then you would want to direct them to focus on this market segment, when making marketing calls.
Next, you need to use your exiting client as your main ‘bait’. This will show that you intend on building a vertical market and that you already work with a client in their industry and have some knowledge of their environment and systems.
Now you need to be prepared to step outside on your comfort zone when it comes to accepting clients. What we mean is that most computer consultants have different reason for rejecting certain clients. Sometimes you don’t like their operating system or they my be too small or perhaps a little outside your preferred driving range. You are going to have to throw this reasoning out the window, when you’re building a vertical market. If you’re trying to get your second or third managed services client and the prospect is not the most desirable ‘fit’ just hold your nose and sign the contract.
When you way down the road on building your vertical marketing and you’re signing larger managed services opportunities even faster then ever, then you can think back to the early days when you took a few that weren’t perfect clients but help you build your computer consultants vertical EMPIRE!
Don’t for get that IT telemarketing helped get your MSP there either!
Telemarketing is one of the best ways to start building your new vertical market.
John Black is the Marketing Director at MSP Telemarketing and has over 10 years experience marketing for IT providers and VARs to help them get more IT leads that turn into IT sales!