Emotional Decisions Cloud Judgement
IT services marketing is competitive; there’s no doubt about that. Here’s the thing: right now, there isn’t a national solution for businesses when it comes to IT services. The marketing field of play is wide open and there are new rules of conduct changing the game. Cloud computing has ushered in big data. Smartphones and the Internet are putting wireless Internet connection perpetually in the hands of clients. All these things are going to change the way services are purchased and sold. This means that even established solutions could face a complete restructuring of services.
Consider that the installation and maintenance of an on-site server array are no longer strictly necessary. While many corporations maintain such an operation for retention of value in earlier investment, those same groups are often switching to a hybrid cloud solution. This mingles on-site server arrays, producing a kind of “cloud” “intranet” with public cloud computing solutions. There are private, public, and hybrid cloud options today, and between these three iterations of computational innovation, there’s ample room for startup tech companies to market their wares and find a bevy of new clients. Additionally, the proliferation of cloud-based solutions is making it so that small to medium-sized businesses have the ability to compete with corporate juggernauts on the same technical level.
So, competition is fierce because the IT landscape has just encountered a new frontier. As a result, some established and burgeoning IT groups will find themselves in competition over what’s perceived to be a make-or-break quotient of service delivery. But in a new frontier, there is the ubiquity of space. Fighting over one chunk of financial “territory” doesn’t make sense, and restricts businesses from blazing their own trail and truly establishing roots. But it’s hard to rescind all emotional response from a situation. What makes sense is to recognize a “panic” area, take a mental step back, and act not emotionally, but logically— as Spock would do.
There’s a tale that the English air force, during World War II, advised their pilots that the first step in a fatal emergency was to stop and wind their watches. It’s next to impossible to find any evidence of this online, but the moral of the story, apocryphal or no, applies here. The watch-winding acts as a shortcut past emotional response. If the pilot could be trained to push past the natural emotional reaction of being fired upon by winding his watch, he could then make an informed, logical decision pertaining to properly landing the aircraft or, at the very least, scuttling it without losing his life.
When it comes to IT services marketing, you’re certainly not going to experience Germans bombing your progress in a darkened sky over the English Channel. But, you’ll find certain endeavors blow up in your face… and it will make you angry. Don’t give into that anger, because you’ll make rash decisions which end up aiding the competition against you. What makes more sense is to stay several steps ahead of the competition, so that when emotional bombs explode in the path of your established IT flight plan, you’re not blown off course. You have to know that situations of panic are on the horizon so that they don’t knock you away from your goals when they come. You don’t want to make an emotional decision on an issue that isn’t emotional. Allowing yourself to be angered by competition, which is trying to goad you into stupidity, will do nothing positive for your IT services model.
The frontier’s burgeoning, there’s ample opportunity for many IT services groups, and there has yet to be an established provider whose stranglehold on the market discourages all competition. But, if you allow emotions to rule your actions, you’ll definitely be shot down over the allegorical IT battlefield.
IT services marketing that’s several steps ahead of the competition understands the emotional drive that oftentimes results in emotional decisions. Getting around such exigencies requires planning in advance. One of the best ways to do that is to ally yourself with a services provision group offering clear solutions which help you overcome emotional reaction through a secure foundation.
About the Author
Jennifer Holmes is President of MIS Solutions and a Georgia native who, after graduating from Georgia Tech, became an accomplished research virologist at the Centers for Disease Control and Prevention in Atlanta. In 2000, Jennifer hung up her lab coat to join husband Lliam at MIS Solutions as President.
In the past 16 years, she has led the MIS Solutions team to become the Leaders in IT Services in Atlanta. MIS Solutions, Inc. is on a mission to empower small businesses with IT solutions, services and teams to grow and support their businesses. Jennifer’s passion is sharing effective business strategies with her clients to deliver the best business solutions for each client’s unique environment and needs.
In 2013, Jennifer’s leadership and marketing skills won her the title of Spokesperson for the nationally acclaimed Technology Marketing Toolkit, an industry group of over 550 top U.S. She is a graduate of the Leadership Gwinnett program and has acted on the boards of the National Association of Women Business Owners’ Atlanta chapter, Gwinnett Great Days of Service, the Buford/North Gwinnett Rotary Club and the Gwinnett Chamber’s Technology Board.