I heard a wild story a few years ago about some investor’s that got together to make money in the stock market. Their investment strategy was simply hanging stock symbols on the wall and throwing darts blindly to see where they landed and then putting their money in those stocks. This was reported in the news because these guys came out huge winners. Now I am not advocating this extreme blind marketing concept however I am saying, “The best laid plans of mice and men often goes astray.” In other words when you have a clear organized plan that you execute in an orderly fashion the world doesn’t always cooperate with you. Unfortunately the world is not orderly but it’s completely random. Therefore sometimes the best IT services marketing plan is to incorporate some randomness to reflect the world!
I very good example of what I am talking about is the order of a IT telemarketing list. You have all you contacts lined up in order from A to Z or how every you have organized your list. However, the prospect that you trying to reach are in no way order to reflect the order of the calls you’re about to make to reach them. For example the first 20 people on your list aren’t waiting around in their office because you’re going to call them in the next half hour. The reality is that the pattern of when they get up from their desk, leave or go to the bathroom, take a conference call or get called into a meeting is completely random. For example just minutes after you phone a prospect and miss them they might come in and sit at their desk for 30 min and then leave. It is entirely possible to orderly call IT sales leads from the beginning of a list all the way to end and miss every single prospect!
Of course this applies to all forms of marketing so if you’re a computer business owner you might want to consider throwing in a random element in you orderly processes. For example, in your IT lead generation campaign you might start at the end of the list and then jump to the middle. Once you have called about 25 people in order then go backwards and call then over again. In other words try to zig zag and avoid straight congruent lines in order to mirror the chaotic world. The method will help you increase your contact ratio and ultimately help you get more technology sales leads.
This call for randomness might be a daunting task for many computer consultants because normally they tend to be more left brain thinkers and putting chaos in their marketing might be a tall order indeed!
John Black is the Marketing Director at MSP Telemarketing and has over 10 years experience marketing for IT providers and var marketing to help them get more IT leads that turn into IT sales.