Thinking about your New Year's resolutions and goals? Read this...

With 2009 right around the corner, I'm certain many of you will be setting your goals and New Year's resolutions. Problem is, many people still haven't been able to achieve the goals they set LAST New Year's Day, so the same items are showing up again.

If that's you, read on…

There are a lot of factors that contribute to whether or not you reach your goals, but one critical element is what Earl Nightingale spoke about in his famous message, "The Strangest Secret."

After reading the book 'Think and Grow Rich,' Earl Nightingale realized the words Hill wrote, “We become what we think about most, "was the same truth repeated over and over again in the New Testament, in the lessons from Buddha, in the writings of Lao Tse, to the works of Emerson. Why don't people change or realize their goals? Because they set them once on New Year's Day and then NEVER check in to see how they are doing…until the NEXT New Year. They aren't clear on what they want, and end up drifting like a boat tossed by the waves…no direction, no purpose and no clarity on where they are going.

And because they aren't crystal clear on what they DO want, they end up constantly focusing on what they DON'T want: the lack of sales, problems in their business, the down economy, customers cancelling their services, etc., etc. When I conduct my seminars and I ask the attendees, "What is your vision or strategic objective for your business?" The audience stares blankly back at me like a forest full of owls. And if they DO have some idea, it's usually verbalized in very vague, non-specific terms. When I ask how many of you have WRITTEN goals that you check in on DAILY, even more blank stares.

Yet, knowing what you want and focusing on it is a success principle that has been passed down through the ages in every self-help and success book ever written. It's so simple, yet no one does it.

That's why Earl titled his message, "The Strangest Secret." It's the irony of it all - that the "secret" of getting what we want is no “secret” after all…and how “strange” it is that we don’t all know about it - or use it!

So my recommendation?

Write down your top goals on an index card and look at them EVERY MORNING. I have mine written on a dry erase board in my office so I can look at them CONSTANTLY. Then, when you start every day ask yourself, "What am I going to do TODAY to move me towards achieving those goals?"

Simple…yes. But if you won't do something as simple as this to achieve your top goals, how can you ever hope to achieve great things in 2009?

Posted via email from Robin Robin's Managed IT Services Sales Training

Robin Robins Office Christmas Party Photos

Okay, so it's not a marketing strategy to get more managed services clients, but what the heck…it IS the holidays so I thought I would share with everyone our little holiday party here at "Robin Central"…

The first picture is Dawn showing off her Christmas ornament that plays music…lovely!

The next is Nicole with a calming, aromatherapy candle…with all the stress in taking, fulfilling and managing the all of the orders around here, we thought she could use it!

Then there's Jenny with her jagermeister…after I run her ragged with a list of "to-do's" that would exhaust a Jack Russell on a caffeine high, the girl needs a nip!

And speaking of Jack Russell's that's me with my gift…Jenny, Dawn and Nicole chipped in to get a local artist create oil paintings of the office dogs Ozzy and Zoey. Totally COOL!

Then there's Brian…many people don't know that Brian is our "token" male around the office here. You can see Brian is in a holiday kind of mood with his elf hat!

Last but not least are the office dogs, Ozzy and Zoey themselves decked out in their best holiday gear (it took a lot of treats to get them to sit still for the camera). Ozzy is the all white, short-haired Jack and Zoey is the fur ball.

We all had a lot of fun opening presents and eating cupcakes, but then it was right back to work taking care of all the wonderful friends we get the privilege to have as clients :)

So whatever holiday you celebrate, we hope ya have a good one!

Merry Christmas,

Team Robin

See and download the full gallery on posterous

Posted via email from Robin Robin's Managed IT Services Sales Training

Is Managed Services Your Saving Grace In This Tough Economy?

While many of the MSPs out there are suffering in this down economy, a handful of my clients are looking at this with excited anticipation for closing more business. Let me explain…

In a "down" economy, businesses desperately look for ways to cut costs. Stupidly, marketing is one of the first things cut…but so is IT. That's because most business owners look at IT as a "necessary evil" of running a business. So if you think about it, managed services is something that can SAVE businesses with 'bloated' IT departments a TON of money. For one, outsourcing IT support to a managed services provider is MUCH cheaper than hiring a junior IT manager to do it all for you. That's a cost savings that anyone who can add and subtract can figure out. Plus, it can free up an IT manager to work on more strategic projects so the company doesn't need to increase staff. Or it can replace a junior network administrator or IT person saving the company thousands of dollars and often providing better support (sorry folks, I know it's Christmas and I don't wish that on anyone, but looking for ways to improve operations while saving money is a constant in any business).

If you're a managed services provider struggling to generate new sales, take a look at the way you are promoting yourself. What's the key message you are delivering? What is your value proposition? What is the net-net-net benefits of your services? If your answer is "24-7" monitoring, you're completely missing the boat. The fact everyone is cutting back is an excellent time to talk about how you can help them do just that! I would suggest you drastically change your message to how you can save businesses money - but in very clear and specific terms. Saying "we'll save you a lot of money" is vague and is said by every other vendor out there. Talk SPECIFICS, then back that up with testimonials, case studies and guarantees.

And of course, if you want to see exactly how to do this, join me at one of my upcoming 1/2 day workshops: http://budurl.com/marketingseminar

 

Posted via email from Robin Robin's Managed IT Services Sales Training

The Greatest Untold Secret Of Obtaining Hyper-Responsive Mailing Lists

The most frequently asked questions I get regarding marketing to generate leads and new customers are all around the topic of buying, using, and renting prospect lists. Since the list IS, by far, the single most important element of any marketing campaign, this is a topic that is worthy of some time and energy – but most of the IT business owners I talk to have very poor to outright terrible strategies when it comes to this part of the marketing equation. So let me set the record straight…

The greatest "secret" of obtaining a hyper-responsive mailing list is this: great lists are not bought, they’re built. That might not be the answer you were looking for, but it is the truth. Going out and buying a list with the intention of turning the people on it into loyal, high-paying clients is akin to buying a bride. Can you do it? Sure, but not without a lot of cost, time and risk.

The responsiveness of a list is in direct proportion to the relationship you have with the people on it. So if you are sending a campaign (online or offline) to a list of people who do not know you and whom you have no credibility or relationship with, your response is going to be very low.

But take a list of people who not only know you, but also like you and trust you, and the response will be much more positive. That’s why you want to take great care in building and nurturing a relationship with your house list. Here are 4 tips for getting that done:

     Put ALL your contacts (customers, prospects, and media contacts) in a good CRM system. I’m amazed at how many businesses do NOT keep a database of all their customers and prospects. Some have been in business for YEARS and only have a list of 20 to 30 names. That’s a crying shame. In my office, we have a rule that “Everyone goes into ACT!” You should do the same.

     Offer something of value on your web site to encourage visitors to opt in and give you their contact information. This is also the only legitimate way to gather e-mail addresses. It can be a free report, audio interview, free trial, etc. As long as it has a high-perceived value, people will opt in to get it.

     Attend as many networking groups and social events as possible, and trade business cards with everyone you meet. Learn how to work a room instead of standing in a corner next to the plants. Everyone you meet should be followed up with AND put into your database for nurturing. They might not be ready to buy right now, but if you continue to stay in touch with relevant and interesting content (via newsletters, etc.) you’ll find that many will end up calling you when the need arises.

     Once you start building a list, communicate with it frequently using both online and offline media. Again, keep it personal and interesting; no one wants more “stuff” clogging up their inbox or mailbox. Use personal stories, photos of you, your staff and clients, case studies, valuable tips and guides, and other useful (and entertaining) information. The goal is to get your readers to look forward to getting your communications.

 

Posted via email from Robin Robin's Managed IT Services Sales Training

The "Miracle" Of Hard Work

I was talking with Jack Miller today, former CEO of the Quill Corporation, which became the nation's largest independent direct marketer of office products, employing over 1,300 people with annual sales in excess of $630 million before being acquired by Staples for $680 million. I'm going to be interviewing Jack in January for my Master Mind Members on the topic of starting and growing a multi-million dollar company "the old fashioned way."

One of the things Jack and I talked about was a lesson in his new book, "Simply Success" that he calls "the miracle of hard work." It's amazing how many people want - even expect - success, but will never achieve it because they are only willing to do what is easy and convenient. 7 minute abs. The 4-hour workweek. The 3 minute manager. You get the idea. Ask any multi-millionaire if they got rich without hard work and they'll look at you like you're insane. They're WORKING. Making sacrifices. Doing things that other people can't do or won't do. So next time you start feeling bad because you're working an 80 hour week, don't. You're in the company of millionaires.

Posted by email from Robin Robin's Managed IT Services Sales Training (posterous)

31% Sales Increase In 2 Months For IT Managed Services Providers, Vars, System Integrators, and...

Ron Mitchell discusses how he made $87,000 more (a 31% sales increase) in 2 months after following training how-to strategies by Robin Robins in one of her Managed IT Service Sales and Training programs. Ron Mitchell offers VAR services and IT consulting for local businesses and provides great insight into the profit gains achievable with Robin Robins and her company's training programs.

More about Robin Robins at: http://www.technologymarketingtoolkit.com/about.php

Posted by email from Robin Robin's Managed IT Services Sales Training (posterous)

7 Fundamental Truths About Marketing IT Services - Lesson 2

The second big truth about marketing IT services is...

"Great marketing is not about YOUR ego, what YOU want, what YOUR employees think, and the opinions of your peers, spouse, or friends."

It is about YOUR customer, what THEY want, and MOST IMPORTANT – what THEY will respond to. Trust NOTHING else.

You see, the problem with marketing in this industry is that no one believes it will work. Here's what I mean...

IT business owners often rely on the opinions of their friends, employees, or spouse MORE than they rely on time-proven principles of marketing...or on tangible, proven results. In many cases, this is a big case of the blind leading the blind. I often get comments from my clients who say they are afraid to send out the letters/campaigns I've given them for fear it doesn't look "professional"...or it's not the "image" they want to portray.

What they don't realize is that they are focusing on what THEY want...not what works, and certainly not what their clients will respond to.

Here's a tip: Never take marketing advice from someone who is struggling or doesn’t have a marketing plan or system themselves…you wouldn’t take financial advice from a broke person, would you? Yet I see this all the time…

The only reason 'image' advertising agencies exist is because of the ego of the owner. Advertising agencies figured out a long time ago that all they have to do is appeal to the ego of the owner with high-design and big corporate imagery and the owner (their client) is thrilled...never mind that the "professional" looking campaigns they are creating don't facilitate the sale.

If you want a big, hurtful and honest lesson about marketing, then get this: Never get so wrapped up in your own image that you overlook the fact that your $10 slick brochure or $10,000 web site isn't doing anything to bring in a client.

And if you really want to learn what it takes to sell IT services, please get to my upcoming seminar in Seattle.

7 Fundamental Truths About Marketing IT Services

On October 3rd, I'm going to hold a full-day marketing workshop in Seattle (this is a pre-SMB Nation event for those of you who are planning on attending Harry Brelsford's annual conference): http://www.technologymarketingtoolkit.com/smbnation

In prepraration for this event, I outlined 7 fundamental truths about marketing IT services that I'm going to cover during the day (among other things) and thought I would start sharing some 'teasers' with you here on this blog.

Fundamental Truth #1: Great marketing is NOT about you, your ego, what you think, what you like, or the image you want to portray - it is purely about what YOUR CUSTOMERS want, need, and will respond to.

I've worked for a few advertising agencies...and the only reason these companies survive is because business owners make decisions about marketing based purely on their own ego. Create an ad, brochure, or web site that makes them feel good about themselves (makes them look like a bigger company, etc.) and they'll continue dumping dollars on wasted "branding" and image ads that generate NO response.

If you want to make sure your marketing pays off, ONLY trust what works...nothing else.

Not YOUR opinion...nor the opinions of your staff, your spouse, your friends, or your peers. Trust ONLY what brings in new business and causes clients to write you checks. Quite often that is VERY different from the image advertising most companies use.

If There Is A Recession Going On, These MSPs Aren’t Participating

High Gas Prices, Rising Costs And The Economic Slump Aren’t Slowing These Small MSPs Down!

If you’re worried about the doom and gloom being sold by the media regarding the ‘economic crisis,’ read on…

At the time of writing this I’ve just been on a whirlwind tour, completing two coaching meetings with my Genius League and Producers Club members, two ASCII events and a speaking engagement at the RSPA Retail Now Conference. Wow. Lotsa work but even more reward.

But what impressed me the most from getting out and meeting with the ‘ground troops’ is the fact that so many of my small MSP clients are more than surviving – they’re thriving.

When I posed the question at both my coaching meetings is anyone feeling the pinch of the economy, no hands went up, and only a few said they felt a slight dip—nothing more. Instead we saw presentation after presentation of how these members are securing BIG windfalls, raising prices, securing longer contracts, and growing fast.

At the Genius League meeting in San Diego, John Tate from Xnet Systems, Inc. shared a simple, incredibly CHEAP campaign he used to go from $48,000 to over $243,000 in sales in under 4 weeks targeting medical companies. Pam Viveiros of Think Tech Computers shared a seminar marketing campaign she used to secure $78,840 in managed backup services and $117,600 in project work—something she learned from fellow Genius Leaguer MJ Shoer of Jenaly Technology.

MJ held a BDR seminar where he closed over 12 deals in 60 minutes. Randy Hall Worldland Technology shared how he was able to increase his rates by 10% while simultaneously securing longer-term managed services contracts (3 years vs. 1 year) adding an additional $266,040 in revenue, and closing 5 new clients...all in a 3-week window.

At my Producers Club meeting, the results were every bit as good – sometimes better…

Linda Lynch from KI Technology shared how she used a lunch and learn seminar to introduce a much-needed cash surge. Walt Ely from System Care Inc. shared how he secured a 304% increase this year and a GREAT marketing campaign involving a lottery ticket for following up on prospects that always gets a call back and positive response.

Laura Aaronson of MLANS shared a highly effective, reliable and repeatable sales process to easily closing managed services that does not rely on cheapest price tactics – and to date, she’s never lost a sale to a competitor. Robert Gerace of Computer Resource Center shared how he secured over $350,000 in recurring revenue in just a few months.

There were many more I’m not mentioning to save space – but I can assure you I’m only scratching the surface of what was shared and discussed at both meetings in terms of revenue growth, new sales, and expanding profits.

Compare THAT to the hundreds of other IT businesses owners who are weeping and wailing about the slow economy and rising gas prices. So what are THESE folks doing that everyone else isn’t?

They are simply choosing NOT to participate in the economic slowdown.

While others are drawing back, laying off staff, and cautiously reducing their marketing budgets out of fear, my clients are turning up the heat and aggressively marketing, promoting themselves in new and creative ways, digging in deeper into existing clients, and doing double time on fueling sales.

If you want to check out the marketing systems they are using, you should attend my one-day event where I'm going to reveal my "9-Step Marketing Secret."

As the saying goes, you are either part of the steamroller or part of the pavement – you decide.

Killing Sacred Cows

About a week ago I interviewed Garrett Gunderson, author of the new best-selling book, "Killing Sacred Cows."

This is one of the BEST books I've read in a long time about overcoming common myths about money, creating wealth, and being an entrepreneur. If you are NOT as wealthy as you like, or if you are finding it difficult to become financially free, you owe it to yourself to get a copy of this book.

As a gift to all my clients and subscribers, I'm making this interview available for free. Just go to the site below and download a copy of the interview now:

http://www.technologymarketingtoolkit.com/freedom

Dedicated to your success,

Robin

If You Want To Make More Money, Make Yourself MORE Valuable

Over the 4th of July my Dad came in for a visit. My Dad is my best friend and when he comes in, we always make a point to go to the Station Inn, which is a small, hole-in-the-wall bar that features live bluegrass music every night.

If you didn't know what it was, you would swear it was a cheap strip joint based on the way it looks from the outside: a small, brick building with no fancy signs, no windows, and weeds growing through the cracks in the pavement. There isn't a ramp to the parking lot...you have to jump a small curb - and the parking lot isn't paved. It's filled with gravel and cars park any which way they can. The entrance is a heavy, red metal door with a paved ramp and thin metal railing leading up to it.

And it doesn't get any fancier inside...

There isn't a matching table or chair to be found. It looks like a yard sale special. Beer is served out of the bottle and the bathroom doesn't have doors...just old curtains hanging over the entry.

But any time I've ever gone, the place is PACKED with standing room only.

On the Saturday after the 4th, we were able to grad the last seats in the house to listen to "The Steel Drivers," an awesome bluegrass jam that is well-known in the biz. As I sat there and listened to them, I couldn't help but count the heads in the room. Best guess is that there were over 200.

This got me thinking...

How interesting it is that a band can easily get 200 people to pay to be entertained for a few hours and simply provide a nice memory, yet I can hold a seminar to teach people how to make a lot more money and dramatically improve the quality of their life - give it away for free - and still struggle to get people to come.

Now I don't have any grand illusions about who I am. I know that I'm not a rock star...a MARKETING rock star yes, but I'm no Van Halen...so I don't take this personally. It's just the way it is. BUT, it underlines why so many people struggle to get ahead in life or in their business.

Compared to the vast majority, I'm rich. My business is thriving and I'm successful in all areas of my life. I'm married to the love of my life, I'm very fit, and I live in a beautiful paid for house. I drive expensive cars and fly first class. I don't say this to brag. Heaven knows there are far smarter, richer, and more successful people than myself.

But it does demonstrate that anyone can be a success IF they are willing to do what it takes. So many people complain that they don't have the time to attend seminars, read books, or work on marketing. They don't have time to set goals or measure their success. Yet, they waste hours surfing the net, wading through unimportant emails, working on low-level tasks, or jawing at the water cooler.

I wasn't born rich and I have a GED instead of a high-school diploma. I was working while my friends were on spring break. When I first tried selling, I sucked. Any gain I've made in my life has been a crawl to competence, much less excellence. But the one thing I am willing to do is stay the course and study, study, and study. I've had to invest countless hours and money I didn't have into seminars, coaching, books, and tapes to improve myself.

Zig Ziglar once said that rich people have small TVs and big libraries, and poor people have small libraries and big TVs. Very true. Success is a choice, but most choose what is easy rather than what is necessary.

The individual who makes an earnest effort to master critical business and marketing skills will automatically make more. Everyone else will stand on the sideline watching and whining about how they can't seem to get ahead.

The Most Important Top 10 List

I just had a breakthrough...

I'm sitting here at Joe Polish's $25K Genius Mastermind Network in Tempe Arizona with true giants of marketing...people who have businesses that generated $40 to $$80 million a year...and we are discussing how to develop an intro (bio) about yourself when speaking. The exercise is to make a top 10 list of the biggest accomplishments (and interesting facts) about us, and this exercise got me thinking...

What better way to develop your USP (unique selling proposition). Trying to come up with a USP is a challenge the stumps many of my MSP clients. If that's you, then do this...

Write down:

1. The top 10 most interesting and impressive facts about you.
2. Ditto with your company.
3. The top 10 most impressive case studies/results you've been able to create for your clients...and maybe, who are your top 10 most impressive clients.
4. Top 10 values and beliefs you adhere to when running your company and servicing your clients.
5. The top 10 things you are most proud of.

Do this and you'll have the raw fundamentals on a very powerful USP. And remember, people aren't buying (or not buying) managed services, they are buying YOU.

Why So Few MSPs Actually Grow

If you have ever felt extreme frustration over growing your business and acquiring more (new) clients for your managed services offering, I've got the answer.

I have the audacity to believe that I can tell you, in one single sentence, why so many small MSPs flop, fumble, and struggle with making any real money in their business, rolling around in mediocrity, never amounting to anything worth writing home about.

Wanna know?

Here it comes...

Because the vast majority of MSps are constantly, eagerly, and foolishly waiting around -- even searching for -- a simple solution to a complex problem.

Getting other business owners to trust you with their money and their computer network is NOT an easy thing to accomplish.

The occasional postcard or average brochure is not going to get it done.

And until and unless you are ready to get serious about learning how to attract new and profitable clients – marketing your business – and give up waiting and hoping for a simple solution to present itself, you are going to never going to make any headway.

We're all damn spoiled. We live in an instant-fix, ultra-conventient, dare I say "pampered" world. Good for those of us who like conveniences. There aren't too many things in life where there isn't someone trying to sell you the fast-instant-easy fix. Bad for your mindset if you are trying to accomplish anything worthwhile...especially in marketing and growing your MSP business.

Do you want to be in the slim margin who get rich?

Then reject claims for instant and easy fixes to your sales and marketing problems and instead embrace complex, multi-step, multi-faceted marketing campaigns that are consistent AND powerful.

What Gene Simmons From KISS Can Teach You About Selling Managed Services

Last weekend I got to see Gene Simmons speak at a marketing conference - yes, I said MARKETING.

Gene is an absolute master of marketing, although many would not believe it. He's downright brilliant at making money.

And, he had several extremely powerful messages to every entrepreneur in the audience; but the one that stuck with me the most is this...

"We are NOT in the information age...we are in the ENTERTAINMENT age..." The #1 export of America is....drum roll please....pop culture.

Yep, music and movies.

So how the heck is that little tid-bit of insight going to help you sell more managed services?

Let me explain...

A huge mistake I see a lot of MSP making with their marketing is writing dry, boring, "corporate" ads. They want to portray a "professional" image. Problem is, NO ONE wants to take 2 seconds to read any of it.

However, people will spend millions to be entertained. They also will pay far more attention to a message if it's entertaining. For example, I have a proven, surefire way to help people make more money. There is no arguing with that. I have multiple proven testimonials and case studies to back that up...yet, in order to get people to attend an event where I'm going to give them this information, I have to market the event aggressively (if you want to see how much effort I've put into this, check out the web site: http://www.technologymarketingtoolkit.com/event).

Yet, Gene Simmons can hold a rock concert and have it SOLD OUT in seconds by simply announcing it.

Logically, this makes no sense but people don't buy with logic, they buy with emotion.

So, if you are struggling to sell managed services and get new clients to pay attention, stop being so boring and start being OUTRAGEOUS and ENTERTAINING.

More on this in future blogs...



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Naming Your Managed Services Offering

Here's a really quick, but very important marketing tip for your managed services offering...

Give it a good name.

A big mistake a lot of MSPs make is calling their managed services program "managed services." That's akin to a bottled water company labeling their product "bottled water."

Instead, name it something like the "Ultimate Computer Care" plan or "Effortless IT" or the "Peace of Mind for Your PC" plan. Don't just call it the generic name for what you do.

After all, you want to brand your service with your name...not give it a generic name that everyone else uses. Not only is it boring and unexciting, but naming it "managed services" instantly catagorizes you as just another MSP, or as a "no-frills" provider of managed IT services.

Just look at all the major brands in the supermarket. Wheat flakes are "Wheaties, The Breakfast of Champions." Bottled water is "Dasani" or "Penta" or "Aquafina." Colgate, Crest, and Rembrant don't name their products "toothpaste." The only company that does that is usually the no-frills, cheap supermarket brand.

Bottom line, if you want to differentiate your services from the competition, start with a good name.

Are You Neglecting This Critical Success Factor In Your Managed Services Marketing Campaigns?

If you are struggling to sell more managed services – or if you want to get in the game and start promoting managed services to your clients – listen up.

I’m consistently seeing one big mistake being made over and over again by computer consultants trying to sell managed services that is killing any chance they have of successfully convincing new (and existing!) customers to sign on the dotted line.

Plus, it’s not a mistake that is obvious to most like the omission of a headline, offer, urgency, or testimonials. I suppose that is why so many people are omitting it from their marketing campaigns.

What is it? Talking about the actual service (features) INSTEAD of the results (benefits). Yes, I know you've been told this a million times...sell benefits not features. So why are the vast majority violating this rule?

Let me shed some light...

First off, the only reason people buy anything is purely for self-serving reasons. They don’t buy stuff because they should, because it’s the right thing to do, the smart thing to do, or because they really need it. If that were the case, we’d all buy (and eat) healthy food, take our vitamins, adequately invest our money for retirement, and kick a very long list of bad habits that keep us sick, broke, and fat.

Do you know why most people go to the dentist to have their teeth cleaned? The primary motivator is NOT to be healthy or to prevent tooth decay. Those are the logical reasons. People are primarily motivated to go to the dentist for a cleaning because they’re afraid of having a nasty, stinky mouth. Toothpaste marketers figured this out years ago. If you market toothpaste as a way of preventing cavities, you’ll sell a bit; but if you market toothpaste as a cosmetic that will whiten your teeth and freshen your breath, you’ll sell the product like hotcakes.

So what does this have to do with selling managed services?

First, you have to ask yourself, what would motivate someone to buy? Obviously if someone is experiencing constant problems with their network, they are more likely to buy because they are in pain. For this type of client, you have to demonstrate why they should trust you to solve their pain over all the other options they have available. By the way, this is why I strongly recommend a stay-in-touch marketing system for all unconverted leads. Since you don’t know when their network is finally going to break, you want to constantly stay in touch with them so they think of you when it eventually does OR when their current IT person has finally committed the “last straw” and they are fed up with the lousy service they are getting.

But what about the client who is NOT experiencing problems? Why would they buy? What would motivate them to “fix” something that ain’t broke?

In a sense, they need to be “scared straight.” They need to be educated about the devastating problems that can crop up when a network is not maintained, secured, and monitored. They must feel uneasy about the security of their data and the health of their network and actually “see” how a fatal crash would affect their business. Next, they have to be convinced that YOU are the one who can actually help them avoid all of this.

Yet the managed services marketing I see is all about what managed services is and what it does - 25-7 support, everything's covered, spam filtering, network security, etc. That is not going to convince anyone to do anything. Heck, most won’t take 3 seconds to read your flyer. If you want them to read your marketing and actually act on it, you’ll need to take the time in your marketing – either through seminars, teleseminars, audio recordings, long sales letters, or free reports – to educate the client in a powerful, convincing, and interesting way.

If you do that and constantly hammer your message home over a period of time, they will (eventually) reach the tipping point when they will buy. I don’t know when that is and some will take much longer than others, but the key is to consistently do the right things, in the right way, long enough to have impact.

"All Inclusive" Managed Services Contracts: Decide Your Position

At a recent Master Mind Meeting with my MSP clients, the topic of legal contracts came up, and their importance in not only protecting a managed IT services provider from liability, but also their role in the sales process.

What really amazed me about the discussion was how many managed services providers DON'T have a MSP contract in place with their clients, or simply use a template they received from one of the various MSP providers such as Kaseya, N-Able, or Zenith Infotech.

With the vast differences in state law AND the incredible differences in business policies, deliverables, and promises made when selling an "all-covered" managed services agreement, not having a good solid legal contract in place is very dangerous.

If for no other reason, a good contract will help you decide your position on various situations and educate the client up front on what is and isn't covered to avoid confusion and anger directed towards YOU for 'nickel and diming' them over a service they THOUGHT was 'all inclusive.'

If you leave this up to the client's imagination, they may make the incorrect assumption that you are responsible for a major network upgrade, a move, or for supporting a line of business application that you didn't install and don't know anything about.

For example, have you clearly defined in your client agreement....

- Who is liable in the event of extended downtime or data loss?
- If the client disables their anti-virus or causes some other damage to the network that requires hours of work to repair, are you responsible to fix it?
- If you didn't install it, do you have to support it?
- Corrupt software and faulty hardware; do you have to suppport it?
- End user training and help desk: is it included or billable?
- What about employees using their home computer to access the network; do you provide support for them?
- What if the client doesn't pay, or pays late? Are the services cut off? Does interest accrue on the amount outstanding?
- What about remote offices? Do you bill for travel if you have to go onsite? Can you bill the client for 'remote hands'?

These are just a FEW of the topics that were discussed at my meeting and ones that you should decide your position on BEFORE agreeing to deliver an "all inclusive" managed services contract to a client.

If you want more information on this topic, I would recommend going to http://www.mspcontracts.com/ to get a free audio interview I did with IT attorney Greg Phillips. It's absolutely free folks -- no strings attached. And this is one area that you can never be too informed about!

How Do You Compete With "Commodotized" Managed Services

I had an interesting question come up the other day on a Master Mind Group coaching call. That is, “How do you compete with commoditized” managed services offerings? Namely, Dell?

First off, managed services isn’t “commoditized” – yet. Sure everyone is jumping on the managed IT services bandwagon, but if you walk into your average prospect’s office and say, “wanna buy our managed services program,” you’ll get the deer in headlights look.

So, here’s a few things for all MSPs to chew on…

First, it’s VERY difficult to have a truly UNIQUE managed services offering, regardless of what you are including. And if you do have something that is unique, it’s only a matter of time before your competition gets wind and then creates a cheaper, faster, better, lower-fat version of it. So guess what folks…it really is going to come down to two things:

1. Those who provide a consistently BETTER service than their competition by actually following through on their promises, delighting their clients, and going the extra mile.

2. Those who simply promote themselves better (marketing).

And, the second is a product of the first…combine them (an amazing, comprehensive service delivered right with great marketing) and you’ve got a force to be reckoned with.

After all, if your managed services program is substandard, it’s only a matter of time before you get fired and your competition gets hired.

But let’s suppose you ARE as good even better than your competition at actually delivering the service. Now what?

How do you sift, sort and screen through the cheapskates, tire-kickers, and price shoppers and find the few “sweet spot’ clients who truly appreciate what your managed services program offers to them?

It’s marketing – but not in the traditional clever advertising you see everywhere. You need to use educational direct response marketing to make that magic happen. And, you have to use your marketing to become slightly famous.

Let me explain…

Think of Starbucks, Les Schwab Tires, Domino’s Pizza, or even the George Forman grill. All are COMMODITY products you can get anywhere. But what makes these companies more successful at selling their products while their direct competitors stand by with their heads hung discounting like crazy to generate business?

Better marketing.

It IS all about how they are packaged and promoted.

Les Schwab is selling the same rubber donuts that everyone else is offering – but if you pull into one of their service centers, the mechanics RUN out to your car…and they offer guarantees and services that other tire stores don’t (or won’t offer).

In Seattle there’s a fish monger at the Pike’s Place Market that ALWAYS has a crowd which other fish mongers at the same market, selling to the same clients, selling the exact same fish barely have a line to buy.

What makes this fish monger different? The guys working there sing, chant, and throw the fish when you buy. It’s famous for that and people come from all around to buy their fish there just to experience the WAY they service their customers.

So how do you translate this into your managed services offering? Well, you’ll have to tune in for future posts to find out…I simply cannot cover it all in one shot.

But I will promise you this: the magic is in the packaging and marketing of the service, NOT in the service itself.

Dedicated to your success,

Robin Robins

P.S. If you want to see case studies from other managed services providers who are really exploding their business at a rapid rate through better marketing, go to the web site below:

http://www.technologymarketingtoolkit.com/casestudy.php

How To Instantly Get A Prospect Interested In Managed Services

People are stubborn creatures. You can present them with a perfectly good product or service that will, without a doubt, help improve their businesses, income, or life in some way and they’ll still ignore you.

Take managed services for example. If you are the owner of a small business without the luxury of having a competent, full-time IT person monitoring and maintaining the security and health of your network, it’s a no-brainer. Besides, the #1 complaint you’ll hear from most business owners is, “I don’t have enough time in the day.” That being the case, why would ANY business owner spend one minute of their time dealing with or tolerating computer problems when they can hire you to take that monkey off their back? It just doesn’t make sense. Time is money, right?

Plus, there isn’t a person alive today that hasn’t felt like smashing their computer with a hammer at some point. Possibly even on a weekly or daily basis. Psychologists have even come up with a term to describe the incredible levels of frustration people feel with their PCs: “computer rage.” What business owner likes to have more worries, more stress, or more problems to deal with? No one! That’s why they pay people to do their taxes, clean their office, process payroll, design their web sites, and so on.

So why isn’t anyone responding to your web site or other marketing campaigns about managed services? I bet I know…

Chances are you’re NOT communicating the RESULTS your managed services program will deliver in a clear, SPECIFIC, or deliberate way. Specificity is not only one of the fastest ways to grab and hold a prospect’s attention in advertising, but also to differentiate yourself from the competition. That’s because 99.9% of the advertisers and marketers in the world are very unclear and vague about what they can actually deliver to a prospect. And truth be told, many of them really can’t be specific as to why a prospect should buy from them because they aren’t delivering a product or service that is all that good in the first place.

Telling a prospect that you fix and support computers for small businesses is about as interesting as watching paint dry. Who cares? What’s so compelling about that? That's a statement, NOT a result.

Imagine your reaction to an accountant sending you a letter that simply started out with, “Dear Sir, I would like the opportunity to introduce our company to you. We do bookkeeping for small business owners in the city. We’ve been in business for 5 years and do our best to provide quality services to our clients…” Who cares?

Now if they started out the letter with...

“It’s a documented fact that one in four small business owners will be audited or in financial trouble with the IRS leading to $43,700 in penalties and interest. It’s also a documented fact that 94% of the small business owners who get nailed by the IRS invited the audit by making one of four common mistakes on their tax forms and reporting. Had they not made one of these tiny oversights, they would be practically “invisible” to the IRS auditors. What makes this even worse is that almost 100% of the mistakes are made by the CPAs and tax preparers these business owners hired to avoid IRS trouble in the first place! That’s why I’m writing you today. Since you are the IRS’s #1 target, I want to offer you a surefire way to avoid the most common tax and accounting mistakes that trigger IRS audits, penalties, and fines. My name is…”

Yes, it WAS a lot longer, but you can see how being specific AND focusing on the reader would instantly suck the prospect into your message and get them flat out excited to call your office. As my marketing mentor Dan Kennedy always says, a marketing message can never be too long, but it can be too boring.

So here’s what you need to remember when developing your marketing message to sell your managed services program:

#1. Sell RESULTS. Giving them 24-7 computer support for a flat, fixed fee is a FACT, not a result or even a benefit. Guarantee they will never have to deal with annoying, time-wasting computer problems ever again is a result. Promising that they will gain "complete peace of mind" that their computer network is safe from viruses, hackers, software corruption, hardware failures, etc. IS a benefit.

#2. Guarantee your service. Most business owners have more references to bad customer service, disappointments, and shoddy work from vendors than they have good experiences. Therefore, most buyers tend to expect the worst. That’s why so many people rely on referrals; they don’t trust the marketing and advertising that most people send out. But it’s not because they don’t trust marketing at all – it’s that the message is so vague, so general, and so NOT full of promises, guarantees, or benefits, they have no other choice but to assume you (or any other vendor for that matter) are just like “all the rest.”

After all, what do “fast” response times mean? What do “qualified” technicians mean? Words like honest, reliable, best, professional, and quality are weak adjectives that EVERYONE uses in their marketing; and they do it for one of two reasons:

Reason 1: They have absolutely nothing unique or special about their products and services so they use completely unspecific, unquantifiable terms to avoid having to reveal that fact. Here’s a tip: If you are struggling to write specific, quantifiable reasons as to why you are better than the competition, you probably aren’t and you need to work on your product or service first.

Reason 2: They are simply ignorant about what it takes to write great marketing communications or too lazy to figure it out. Either way, they deserve the fate reserved for those business owners who stubbornly or stupidly refuse to become great marketers: starvation.

Advertisers hide – even flat out lie -- with generalities. Take Papa John's tag line for example: “Better Ingredients, Better Pizza.” That is simply not a quantifiable or truthful statement. I know of at least two other pizza restaurants in my town alone that provide a far better product. As a national chain, how can they truthfully make that statement?

I cannot tell you what YOUR specific message needs to be for your managed services program. That has to be based on what your customers want, what your competition is failing to deliver on, and your own capabilities. BUT, I would strongly suggest that you invest some time into figuring this out if you have any hopes of developing a marketing message that actually WORKS.

For more information on this topic, and a free audio training program to answer the 7 most important questions about marketing managed services, go to:

http://www.managed-services-marketing.com/freecd/