Maximizing IT Marketing Strategy to Acquire More Clients
The Right Words
IT marketing suffers from this: there’s often not a proper consideration of potential client needs. A great example might be seen through an IT-tech-turned-salesperson. Imagine this individual selling a hard drive by describing the speed at which information can be transferred from the drive to a computer and excitedly gushing about technical components inside. Will he sell that drive? It isn’t very likely. No, he’ll more likely get polite smiles and nods until the customer’s attention has been exhausted, then that customer will continue with their business and the IT tech/salesperson will not have converted a new client.
What was this individual’s mistake? Focusing not on what the technology he was selling could do for his customer, but instead focusing on what made that piece of technology interesting in a technical sense. But most clients aren’t technical; they just need something for some professional purpose. So, don’t tailor your marketing around the amazing nature of the technology your MSP provides. Structure marketing around showing the client where the value lies. To that end, the following are four hypothetical pitch variants to help you get an idea how to go about this:
• “Software— it doesn’t stop changing. I can stay on the cutting edge for you.”
• “I won’t take shortcuts in understanding your business’s needs.”
• “I want to help you be more productive, I’m not here to sell software.”
• “My MSP will work with you as though it were a wing of your own business.”
As a good IT marketing strategy, you need to constantly remind clients that the industry is always changing. If you want a non-technical advantage, you might show a picture of 1980s video game character Mario against one of Mario’s modern incarnations. Whatever method you use, clients must be made aware software isn’t static but always changing. Staying ahead of those changes requires work. Communicate your willingness to do that for clients.
Your clients need to know you’re going to give them the service they need, not the service it’s easiest for you to provide. This isn’t terribly difficult to do, as in order to provide any services, you’re going to need some system specifications from the client anyway. You’re going to get to know their system inside and out anyway— but they don’t know that, because your prospective clients will seldom have tech savvy. So, put their minds at ease.
Production, Not Sales
Don’t get yourself caught up in selling. Rather, demonstrate how what you are going to do will ultimately save your clients money and make them more productive.
An Integral Part of Operations
Let your clients know that should they retain your services, your MSP will function very closely in conjunction with them. Let clients know you will be working integrally with them for greatest technology implementation. Communicate this reality to clients; you want to be connected, not aloof— this increases your trustworthiness.
About our Contributor
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 IT support solutions 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.