Most computer consultants don’t want to get appointments with CIO’s or with companies that have IT In-house. They don’t want to sell server management to backup up internal technology staff because they believe these type of opportunities are low margin and won’t generate enough revenue to pay back their investment in IT services marketing. We believe this view is short sighted because while it might be true on the surface, it ignores the long term opportunities. These long term opportunities are what I am referring to here as the ticking time bomb. A recent case study showing the ROI from an IT Lead Generation campaign might help demonstrate this point. Let’s take a look at this and see if it might shed some light on the subject.
Don’t Allow A Short Term View Of IT Marketing Cheat You From Future Sales!
Once again am preaching about computer business owners that want narrow their search from new customers that they end up throwing out the baby with the bath water. In an effort to make the most money immediately computer consultants often miss long term opportunities because of this short sided view of IT marketing. The point I am trying to make is that if you can sell a low margin deal like server management to an firm that has internal IT support then you really have just place a ticking ‘marketing’ time bomb inside this company. The reason I am say this is because once you have established trust and know the companies infrastructure then you just have to sit back and wait for the situation to change.
I find that a foundation principal in marketing is understanding that change is the only constant in this world besides death and taxes. Therefore, you are just waiting for the IT person at this hypothetical firm to get fired, quit, die, get sick or retire and then your time bomb will explode into greater monthly income, when they outsource their entire network to your firm. In a recent case study that we posted, a computer consultant in San Diego was able to close two backup IT support contracts from one IT lead generation campaign. In both cases the internal staff was eventually laid off and the contract with the computer consultant was increased to higher monthly fees.
Of course, this company had the vision to see opportunities that might develop in the future and place their chip on that spot and wait to cash it in future, at the right time! This long term view for developing IT sales leads and deciding what your target market will be can determine the winners from the losers. Once you realize that selling server management is just placing ticking ‘marketing’ time bombs, then you should want to distribute that service all around; just like Johnny Appleseed!
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.