What Is The Biggest Risk When Choosing Marketing?

istock_000014314688xsmall1When computer consultants are trying to decide which marketing path to take, there is a blinding array of choices and factors to consider.  The one factor that always seems to be at the top of the list for most MSPs is the bottom line price of the IT marketing services they might be evaluating.  Whether it’s a post card campaign or a SEO service the big question is usually what is it going to cost.  The second most important question is what kind of ROI should I expect from my investment.  However, one issue that usually is not considered is how much time will be lost or wasted if the campaign is not successful.  Why should you consider such negative concept before you pull the trigger on any marketing plans?

Time is money as they say but really this is not an accurate statement because you can always make more money but you can’t ever get more time.  Time is the most precious and rare commodity that we have so it is important to always consider this when sitting down to plan out sales and marketing goals.  I say this because as we have mentioned it, the cost of a services that is higher on the radar for most managed services providers.  However there is a correlation between considering the cost of a service versus the cost of time that might be lost or wasted.  If you decided to go with the cheapest then there is a chance that they have cut some critical corners that might impact their ability to actually deliver what they have promised.

The data that I have gathered over the last 10 years of marketing to computer services providers shows that the vast majority of telemarketing campaigns have failed and for the most part poisoned the well.  However, the second fact is that the greater portion of those campaigns were the cheapest solutions that could be found.  In most of these cases I am told that they have waited for 3 months or longer to receive the IT sales leads they were promised.  This reflects lost time that can never be reclaimed which far exceeds the cost of the ‘crashed plane’.  Therefore if you first consider how precious your time is then you might be more inclined to pick a service that is priced correctly; but has all the quality in place that will ensure you get the results you are paying for.


John Black is the Marketing Director at MSP Telemarketing and has over 10 years experience marketing for IT providers and var marketing to get them more IT sales.