When your playing a simple carnival game it’s easy to realize how important it is to time your throws correctly.
If you throw either too early or too late then you will completely miss the target and the opportunity to take home a giant stuffed animal.
However, the problem becomes more complex when you’re trying to time a process that takes much much longer between intervals, like an IT marketing campaign.
What Is Too Late?
One of the most common things that can cause a computer consultant to miss the proper timing on their marketing campaign is success. Of course, it can be intoxicating to actually close some sales from telemarketing but this can often throw your perspective off balance.
The basic issue to keep in mind is that whatever success you are currently experiencing came from diligent effort many months prior… The problem is that the sales cycle for managed services is at least 3 to 6 months long. Therefore when you’re busy toasting success or even trying to on-board your new customers the precious time for starting your next campaign is slipping right through your fingers.
By the time you realize the lag in sales and decide to make a coarse correction you will then have to wait through another grueling sales cycle before you can sign up another managed services customer.
Have Faith In Marketing
The best way to know when to pull the trigger on a marketing campaign is simply to remove the need for the decision in the first place. In other words you should have a ‘always on’ policy that forces you to continuously pay for a telemarketing campaign at least every quarter.
If you can have enough faith in the numbers then you will never be too early or too late on your timing. In fact if you can develop the nerves of steel so as to double down on your marketing every month without making a sale immediately at the end of each sales effort, then the final ROI at the end of the year will be staggering.
You will get the equivalent of the giant stuffer animal with all the computer support agreements you’ll be signing up!
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.