Don’t Kill The Goose That Laid The Golden ‘Marketing’ Egg!

istock_000007598140xsmall1We are all familiar with the beloved bedtime story, “The Goose That Laid The Golden Egg”.  Of course most of us cringed when the countryman decided, out of greed, to kill the goose and get all the gold at once.

The reason I am bringing this up is because it was referenced in, “The Seven Habits Of Highly Effective People”. It had a very nice twist that could have a bearing on the prism that computer consultants are looking at their IT marketing campaigns through.

Are they in-effect making the same fatal mistake and killing the Production Capabilities ( PC ) by having unrealistic expectation on IT lead generation Production ( P )?

Don’t Have High Expectations

When I get a call from your typical managed services provider they want to talk with us because they want to grow their business.  This is of course  a reasonable expectation however as the conversations keeps going I start to hear things that seem more unrealistic.  Many times I will hear that the target market is so narrowly defined that it would almost be impossible to ever fill their order in a timely manner. An example of this is when the target is defined by a high number of computers say 50 users or more.

Sometimes I even hear some prospects say that they only want to meet with IT leads that have more than 1000 users on their network.  This is unrealistic because of the limited time we have in the campaign combined with the bad data that is available their is no way we can limit our calls to that exclusive target.

Another instance that demonstrates high expectations is when computer consultants want to limit the message that they are willing to discuss with prospects.  We have had many that look at the several IT conversations they could have from disaster recovery, server management, to full outsourcing and decide they only want to talk with companies that are already outsourcing IT.

Of course, the reason they want to target these opportunities is because they have the biggest Pay Day!  The problem is that there are so few companies in the market place that are outsourcing as the lions share of businesses prefer to have IT in-house.

Don’t Destroy Your Production Capabilities

The cold hard reality is that just setting a good appointment with a typical business that’s willing to keep their options open is one of the most difficult things imaginable.  Trying to find people and teach them the mental toughness to take rejection and how to build rapport as well as learning all the pitches and rebuttals by heart is like searching for a diamond in the rough.  The truth is that we need to find people with skills sets that would make them the captains of industry but we are asking them to work for meager wages.

Because of all these hurdles and the high expectations from computer business providers many IT marketing firms have gone under.  However, in-spite of these obstacles we can still perform the basic appointment setting function for technology providers and churn out little golden eggs in the form of our appointments.  However, in an attempt to get all the gold at once many companies are raising these unrealistic expectations that could spell disaster and kill off the last marketing goose that laid golden eggs in the industry.  Then the (P C ) will be eliminated because of greed to squeeze out more ( P ) Production from telemarketing.


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 sales.