If a broken window isn’t repaired then it sends the signal that no one cares and soon people start breaking more windows.
How can this domino theory impact your IT marketing environment?
At the core of this theory is the idea that many people who would never even think about picking up a rock and breaking a window can be induced into this vandalism behavior once the environment has changed to the point that it now looks like normal behavior.
Of course, this trend doesn’t stop with merely breaking windows but as the New Yorkers experienced ignoring something as little as not paying the subway fares can quickly escalate into an all out crime wave.
This principal can have a negative impact on all areas of a computer business even when they don’t realize that a little symbolic ‘broken window’ might be sabotaging their entire marketing efforts.
One clear endeavor that can be adversely impacted when a broken window is ignored is that of sales and marketing.
If you ignore any part of your sales operations then this can become a ‘broken window’ which will signal to your sales people that it’s OK to slack and that you don’t expect excellence.
There are many aspects to your overall sales and marketing process that are common for computer consultants to ignore because they think there just small issues.
A few examples of the items that can make up the environment for your sales organization could be your company website, office conditions, sales materials, employee expectations etc…
Let’s take your companies website and look at what message this might be sending to your sales professionals.
If your website is grossly out of date with your current message or even worse it was just simply poorly designed in the first place then this could be a broken window in your company.
When your staff is aware that you’re OK with such mediocrity then this send a clear message that’s louder than anything thing you could ever say in any sales meeting.
You’re saying that you will tolerate mediocrity, so why in the world would your staff ever break a sweat trying to achieve excellence in IT services marketing?
The answer is that as long as the environment screams mediocrity you will never be able to dramatically grow your computer business.
Make it your resolve that you will fix any ‘broken windows’ immediately when they are discovered in your IT marketing processes!
In addition, try to keep in mind that the environment you create in your sales operations can have a much larger impact on your success.
This way you can prevent the cataclysmic chain of events that can literally unravel your attempts to grow your managed services business in 2013!