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Autotask Community Live17th October 2013

Colin MacKenzieSales Director, EMEA

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The Growth Challenge

• Many of us are often “too busy” with day-to-day challenges to plan for the future

• It’s not easy, but how do you set a clear vision for your business to make sure you’re doing the “right things”?

• What are you selling?

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Vision

• Getting this right is tough, and the bigger they are, the harder they fall.

• What business did Nokia think it was in? Maybe their vision was:“Be the world leader in mobile phones”

• But they needed a vision like:“Be the world leader in enabling customers to view and process information and communicate, wherever they are”

• This is “Marketing Myopia”, where you don’t really understand what business you’re in.

• There are big losers every time there is a fundamental shift in technology, which happens all the time in IT.

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Defining Your Business

• What business are you in? Be clear with yourself and your customers what you really offer.

• “We provide our customers with managed IT services”, or

• “We help our customers to grow their business”

• Which one is more likely to help you see the big picture?

• Do customers want “IT services” or do they really want a productive IT environment?

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Maslow’s Theory of Human Motivation

• We strive to reach the top of the pyramid

• We progress upwards only once the previous level is satisfied

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MSP Customer’s Hierarchy of Needs

“IT is a necessary eviI, and at worst it could do a lot of damage to my

business”

“Our IT provider works with us to understand what we need to be as productive as possible, so that we can get on with running the business”

Your opportunity is to help them move up

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Hierarchy of Service Opportunities

• Security• Patch management

• AV

• Mail security

• Availability• Monitoring

• Proactive maintenance

• Remote access, including command-line

• Continuity• Email delivery and archiving

• Backup and DR

• Performance• Asset management (h/w and s/w upgrades)

• Proactive automatic maintenance

• Anywhere• Laptops

• Mobile devices

New service opportunities

= Increased value

= More revenue

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New Versus Existing Customers?

• All the business research says it’s more profitable to keep existing customers and sell them more than to spend money acquiring new customers

• Also, the more services you sell someone the stickier they become:• The “switching costs” increase

• It’s harder for competition to match your offering

• We all need new customers too, but have you harvested all the opportunities with your existing customers?

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Summary

• Be clear what your customers are really buying

• Take the time to define and communicate your vision so that customers and your own team know what you offer

• Before you look for new customers, could you do more for existing customers?

• Don’t become the next Blackberry!

How to turn Engaged Customers into Really

“Sticky” Ones

Dan ScottOperations Manager

NottinghamPeterboroughOxfordHigh WycombeLondonBristolSwindon

Some Numbers

What we are (To Our Clients)

“CIT is the IT department within our business.”

What we do

• Provide IT Support Agreements• Provide Hardware & Software to

our contracted clients• Provide additional Technical

Consultancy to our contracted clients

Our Vision.... We have a clear vision

– To become recognised as the leading national provider of local IT support services.

– To be the logical IT partner of choice for SME organisations by providing IT support and services that they value

We have a clear strategy to achieve our vision– Win more clients– Keep our existing clients– Increase the spend of existing clients by introducing products and

services they will find valuable

How do we retain those clients – “Sticky”

• Provide GREAT IT services and solutions that they find valuable

AND• They enjoy working with you

How do you make those services GREAT

• Deliver what you are meant to – technical expertise is taken for granted

• Communicate– Understand what is important to the client and not

what is important to you– Build relationships

• Stakeholders• Users

Once GREAT – how do get to the next level

With regular QUALITY Contact• Don’t just get your head down

and plough on…• Hold Structured review meetings• Build that relationship - with the

right “fit” team

The “Sticky” Steps…

You now have a deep understanding of their business and help them resolve day to day issues in the business. You are a partner.

Provide good, relevant products that are different to competitors. Can be replicated by competitors easily.

Merely a provider of a commodity, little differentiation, highly competitive and focus on price. Little influence over Client.

In addition to good products you provide a level of special service and support that they recognise in comparison to competition.

You are seen not as a supplier or partner, but as a part of their business. Your are a trusted advisor and seen as an asset of their business.

Commodity Product Good Product Service/ Support Business Issues Partner

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Consider the Value Pots

1. Improving Clients product or service2. Improving performance levels – efficiency3. Improving the Clients image4. Reduce Costs5. Saving Time6. Reducing Risk7. Increasing Sales

Client Showcase – Blenheim CDP

• Inherited a 6-7year old neglected infrastructure Dec 2011

• First Month 300 helpdesk calls• Adopted consultative approach with planned

roadmap, with short term wins and long term strategic objectives

• Consolidated and repurposed existing equipment to maximise current investment

• Positioned in house services to strengthen client reliance and built trust through defined deliverables

Client Showcase – Blenheim CDP

2013• Complete infrastructure refresh• Helpdesk calls halved• Focus is on the “making the boat go faster rather than

keeping it afloat”• CIT is now part of the team

• NOW – Level 5 Partner!!!!

Super Sticky Client with many of our services

How we retain those clients – “Sticky”

• Find more services that they find valuable• Look for services/solutions that are

continuously valuable • Listen to your clients• Look at your competitors• Talk to your Vendors• Think from your client’s view and not yours

Q&A