Setting IT Marketing Appointments That Yield New Customers

Actionable Strategies

IT marketingAn IT marketing plan that informs every part of the sales acquisition process with a strategic approach is more likely to be successful. The single “bottleneck” that is often most likely to prove a successful conversion agent might just be meeting with prospects after their contact information has been acquired. However, you’ve got to be diligent in seeking such meetings and careful how you go about the process. Following are several important tips to help you close the largest number of meetings:

  • Giving clients information that is specific
  • Ensuring you follow up with prospects
  • Making your outreach efforts cost-effective
  • Instituting an incentive program conducive to sellers and clients
  • Screening clients strategically with pointed scripting strategies

Giving Clients Information That is Specific

IT marketing that has an emphasis on providing potential clients with exactly the information they’re looking for is more likely to convert them. If you’ve got someone seeking some information about your products or services, you want to give them details they can latch onto. Check into these clients. Do they have projects on the back burner that could really benefit from your services? Find out and give them the information to help them see the advantage of your services.

Ensuring You Follow-Up on Prospects

Look at the size of your clients. Look at their resources. Get what information you can about their current IT situation. The best way to get this information, if you weren’t able to acquire it initially, is to follow up on your prospects. Do it in a timely manner, but don’t be like a desperate teenage boy seeking a date with “the popular girl.” That teenager may call her every day— multiple times, even. Eventually, she’ll just start ignoring him. You don’t want that to happen to you. Maybe give it a week or two between contact and follow-up, or even longer— depending on the client.

Making Your Outreach Efforts Cost-Effective

Your marketing team should have targets they’re aiming for as they go about trying to convert prospects. Look at how many accounts a team member, or the whole team, has acquired. Sit down and figure out the kind of value associated with these accounts. You don’t want to expend too much time and money on a tiny sale. You don’t want to skimp on resources when it comes to converting a “big fish.” To make your outreach efforts cost-effective, you must properly prioritize your follow-up in terms of the energy you put into it and who you’re most willing to follow up with.

Instituting an Incentive Program Conducive to Sellers and Clients

You want marketing professionals to have incentives that drive them on. This makes the setting of appointments and meetings more likely to be successfully accomplished. Additionally, you want to offer incentive programs for prospective clients that may net them some savings and provide them with additional motivation to sign on with you. Of course, all these things must be strategically done for greatest cost-effectiveness.

Screening Clients Strategically with Pointed Scripting Strategies

You’re likely not going to get the data you need directly. You’re going to have to probe with pointed questions that help you determine what kind of money a potential prospect is working with. Strategic questions can help you decide which meetings with which clients have a greater likelihood of success. A great way to get a ballpark figure of what potential clients are working with is to ask what they’re willing to spend for certain IT applications. Those who have higher budgets are generally operating from a position of expanded economic resources. Those who don’t may not have the same resources. Which one is worth your time depends on the kind of prospects you’ve managed to acquire— generally, you’re better rewarded in terms of ROI by chasing and effectively netting those bigger fish.

Maximizing Your Marketing Strategy

IT marketing that employs an approach that is well-considered and strategically designed is more likely to secure meetings that result in sales conversions. With IT, the conversion process can be longer than with many other business endeavors, but the accounts that result from such conversions are likewise more lucrative. So above all, strive to persevere.


Jennifer Holmes

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 Metro Atlanta IT Support. MIS Solutions, Inc. is on a mission to provide managed IT services to Atlanta businesses to help them grow and support their businesses. MIS Solutions provides a wide range of IT services to Atlanta-based businesses and, combined with Jennifer’s passion for sharing effective business strategies with her clients, they are able to deliver the best business IT Support for each client’s unique environment in Atlanta. 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.