We absolutely recommend Harvey Mackay, “SWIM WITH THE SHARKS WITH OUT BEING EATEN ALIVE”. It’s been a number of years since I had read this book; but Gary Beechum [MSPU] mentioned some points about how long a computer consultants should continue marketing on their prospects, that reminded me of Harvey Mackay’s book.
Some of the things Gary Beechum mentioned were knowing your prospects birthdays, so you can send our birthday cards and having a target list of Prospects in a vertical like accounts and calling on them forever until they become your client.
Harvey Mackay also recommends similar actions in SWIM WITH THE SHARKS but he really goes a lot father in what he proposes. Really it’s important to know that Harvey developed many of the strategies that he recommends from a business he ran selling envelopes. This is important because you can’t get any more plain vanilla than the envelop business. There hasn’t really been any major advancements in that business for Decades; so to gain a competitive edge over his competitors who were offering basically the exact same product required him to elevate his marketing style above his competition.
Managed services providers should pay rapt attention to what Mr. Mackay has to say, because as our industry becomes more competitive it will start to look more and more like the envelope business!
One of the most interesting strategy that Harvey recommends for sales people is to know your prospect extremely well. So well in fact that at some point it seems like you’re conducting a CIA investigation. The one example that really jumps out is his recommendation to know what spots your ‘target’ frequents and make it a point to “run into them there” before you have a face-to-face meeting. The theory is that you will have won instantly rapport with the prospect because they will remember you from their ‘run in’ with you at their favorite watering hole.
If you’re considering generation of IT leads for your computers services marketing then you’re really going to want to wear out this book. All his techniques can be used to get more contacts with Decision makers and get more qualified technology telemarketing leads.
Keep up your research and stay ahead of your competition. Keep all your options open on marketing from MSPU. And from new directions to go like HaaS [Hardware as a service] by looking at CharTec. If you looking to improve you infrastructure then check our Kaseya and Synergy.
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!