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IT Marketing | March 19, 2018

How Does “The Pursuit of Happyness” Apply to IT Marketing?

IT MarketingOn the surface, the world of IT marketing might seem pretty high-tech. After all, with the internet and social media use being an everyday occurrence, you probably think that the best way to market your MSP is through technology. A company that has success also has happier employees. Though marketing through technology certainly doesn’t hurt, you can still rely on the old ways of reaching out to potential customers, too. One way to do this is by cold calling. Like Chris Gardner in the Hollywood film The Pursuit of Happyness, you and your staff can become cold calling experts.

Cold Calling Facts

No one loves cold calling. In fact, a lot of people absolutely despise it, and that can bring morale down. However, you should know that it absolutely works. A survey was recently done on cold calling, and in it, more than 1,000 people were polled. The shocking results are this: more than 60% of the senior IT executives who were polled admitted to attending an event or setting up a meeting following a cold call.

Creating Cold Calling Success

If cold calling fills you with terror, here are some tips to help you and your team find success:

• Fully Understand Your Market – Understanding your market is imperative for any type of IT marketing and can take your cold calling techniques to the next level. Start by using market research, and then create a plan that encompasses what you have learned. This ensures that you have as much information as possible about your targets, which boost rates of success.
• Create a Goal and Focus on It – It’s also important to create a goal for your cold calling campaign. Don’t think that cold calling is always about making a sale; it’s not. What cold calling is really about is making a connection, and then setting up an appointment. Once you have that appointment, you can make your sales pitch.
• Create an Opening Statement and a Script – Not knowing what to say is one of the biggest fears of those who are terrified of cold calls. So, to alleviate that, it’s recommended that you create an opening statement and a basic script. It should cover the main points you want to make and include things like the benefits of your services and specifics on how you can help your clients.
• Be Direct – When you get on the phone with a potential client, you want to be as direct as possible. For instance, don’t ask for an “appointment on Monday.” Instead, be more direct and ask for an “appointment on Monday at 1:30pm.”
• Be Persistent – You also want to be persistent. Most people who do cold calls give up after the second attempt. However, research shows that about 80 percent of sales are made after the fifth attempt. The squeaky gear gets the grease.
• Streamline Your Methods – The more you can get done during your designated cold calling time, the more successful you would be. So, think of ways that you can streamline your cold calling methods. In The Pursuit of Happyness, Chris Gardner realized that he could gain an extra eight minutes a day by not hanging up the phone between calls. He also randomized the calls he made and didn’t take breaks. That hard work led him to become a multi-millionaire.

You might not become a multi-millionaire like Chris Gardner, but you could definitely become more successful by using his methods. Cold calling is not easy, but it is possible to get great leads from it. You can further find a good boost for success when you look at your staff and pick out employees that have the same attitude that you have. These employees can help to promote the same positive attitude towards cold calling and success, and ultimately help to make it part of your company culture. Once this is put into place, you should definitely see a boost in both the happiness of your staff and the success of your IT marketing.


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