Posts Tagged Sales

Increase IT Service Delivery Revenues Through Vertical-Specific Marketing

Increase IT Service Delivery Revenues Through Vertical-Specific Marketing

IStock_000003237426Medium[1] When working with our Partners, we’ve noticed that the more vertical-specific a Partner is, the more successful they are in terms of gross revenues.  Partners who have not focused their marketing efforts on specific verticals generally have the lowest gross revenues and are more likely to rely on referrals as their primary source of new client acquisition.

The benefits of focusing on specific vertical markets are numerous.  Once you focus your efforts on a specific vertical and understand the biggest “pains” that industry experiences, you can offer solutions that will decrease or eliminate those common pains, reduce their costs and increase their efficiency.  Working with multiple businesses within the same industry means you already have the potential solutions to their pains – since they’re all going to experience similar problems!  You can do the research and come up with solutions once; and then leverage that knowledge to all businesses within the same industry experiencing the same problems.

For example, if you decided to focus on the vertical market of Attorneys, some of their common business “pains” may include:

 

  • Being heavily dependent upon email
  • Requiring access to their files and email while traveling, in court sessions or trials
  • Use specific business applications which are a challenge to maintain and keep up to date, like Timeslips or Westlaw
  • Often work long hours, evenings and weekends to prepare for motions and trials

 

As you address these specific pain points that most Attorney’s experience, you can create marketing messages that will attract Attorneys looking for solutions to these problems.  A sample of a marketing message you might use could be:

“Frustrating email problems got you down? Having trouble getting to critical files in the office when you’re at home or in court? Tired of waiting on the line for Timeslips Technical Support? Call us now to find out how we help our Legal clients reduce email downtime, provide secure remote access to critical data when out of the office, and quickly handle Timeslips and Westlaw technical support issues.”

The marketing message is specific to their actual business pains, which will be far more effective than a general message that simply states your company provides remote access to files and handles technical support issues.  Once you’ve discovered the challenges a specific industry faces, you can develop solutions and compelling marketing messages and vertical-specific collateral that will have businesses within that vertical knocking down your door for the solutions to their problems!

When you generate new clients from referrals, chances are you’ll end up working with businesses across a wide variety of industries.  Every industry has its own unique challenges and “pains”, and you’ll spend far more time trying to figure out what those pains are so you can provide solutions.  Select a handful of verticals to focus your marketing efforts on and leverage the knowledge you gain.  You’ll soon profit from the time you’ve already spent learning the workflow, business processes, line of business applications, troubleshooting and maintenance techniques of the original client, and apply this knowledge to the new client – saving you time and effort and allowing you to provide higher quality services to all of your clients.

 


 

Want to learn more marketing and sales techniques to sell on value and increase your profitability during difficult economic times? Get The Best I.T. Sales & Marketing BOOK EVER!

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Posted in: Marketing, Secrets to improving an I.T. Services Practice

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The 7 Step Sales Process

The 7 Step Sales Process

The Origin of the Sales Process

While the business of selling goods and services has been around for thousands of years, it is important to note the history of the sales process.

It is thought that the first structured sales process was developed by John Henry Patterson, of National Manufacturing Company (later National Cash Register, or NCR) in Dayton, Ohio. He applied his philosophy on developing “scientific” methods and procedures that led to great efficiency in manufacturing to other aspects of the business such as sales.

By the late 20th century, Patterson had developed a huge sales force motivated by sales quotas and complete with territories. Patterson organized and created the first sales training event in 1884, and established the first sales training school in 1893. He taught a very simple sales philosophy which is still used to this day and is the underlying framework for the Seven Step Sales Process:

  1. Identify the customer’s problems
  2. Develop a specific value proposition
  3. Demonstrate how the solution will fit
  4. Ask for the order

 The 7 Step Process For IT Sales

You can utilize the Seven Step Sales Process to effectively sell IT Solutions to your prospects and customers. The Seven Step Sales process is a step by step methodology to ensure consistency and predictability in selling a product or service. The Seven Steps are:

  1. Preparation
  2. Warm-Up
  3. Qualifying
  4. Presentation
  5. Overcoming Objections
  6. Closing
  7. Follow-Up

Each step in the process is equal in its importance to increasing the odds of earning a prospect’s business.

When the steps are executed out of order or not followed through correctly, the prospect can feel pressured or uncomfortable with making a commitment. For example, a prospect will not buy a product or service (Close) and certainly not continue to buy (Follow-Up) without first knowing how that solution or service will provide value (Objection).

Most objections are simply misunderstandings or a lack of information which may be the result of and improperly conducted customer meeting or demonstration (Presentation). It is very difficult to present value without first understanding and uncovering what pains the customer is facing and whether or not the proposed solution will make sense for them (Qualifying).

It is impossible to get answers to some of the tough questions asked during the needs development or qualifying phase of the process without first developing rapport and credibility (Warm-Up). The most successful first impressions/warm-ups are developed from understanding and forecasting what the prospect might need in advance (Preparation).

A successful sales process for IT Solutions provides the framework for continuous improvement and growth. While simply executing the steps of the sales process will not ensure success, it will allow for more consistent results and the ability to forecast growth and scalability.

The Seven Step Sales Process works more effectively when combined with the consistent practice of sales skills through role-playing each phase of a sales engagement. Sales professionals who practice regularly are more able to navigate a customer from introduction all the way through earning commitment by reducing risk and positioning their value proposition according to prospects’ or customers’ specific needs.


 

Want to learn more marketing and sales techniques to sell on value and increase your profitability during difficult economic times? Get The Best I.T. Sales & Marketing BOOK EVER!

Our sign up to grow your business with a FREE IT Business Builder Training and Resource Center Subscription.

 

Posted in: Sales, Sales & Marketing

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