photizo transform 2013 marketing strategies for managed services
TRANSCRIPT
Revenue/profit growth in the next decade will depend on a dealer’s skill in cross-selling their current client base into managed services.
The Challenge of the Next Decade
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Current customers and the market are not aware of the managed services offering
Why Managed Services Programs Fail
The Three Hurdles
Awareness
CredibilityValue
They do not understand how the client values the offering.
They do not see the provider as a credible source of IT services
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In the next decade dealers must become experts at marketing.
Marketing Drives The Next Decade
Awareness
CredibilityValue
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Value
Awareness
CredibilityValue
They do not understand how the client values the offering.
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• Why do clients’ buy managed services agreements?• Reduces The Number of Vendors• Eliminates Inventory Costs and Risk of Theft• Frees Up IT Staff to Focus on Core Projects• Enhances Security• Manages Unmeasured Costs• Addresses Problems Proactively• Maps Out a Technology Upgrade Plan
Communicating ValueWhat I Learned From Interviewing Decision Makers
Value
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• Communicate value in the clients’ language• What are their business problems?• How can you connect your offerings to their
problems?
Communicating ValueValue
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Credibility
Awareness
CredibilityValue They do not see the company as a credible source of IT services
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Look Like an Expert• Professional Online
Presence• Thought Leadership
• Blog Posts• Social Media
Participation
• Professional Documents
Filling the Credibility Gap
How Do I Build Trust?Credibility
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Educate Your Clients• Events/Webinars• Special
Reports/White Papers
• Blog Posts
Filling the Credibility Gap
How Do I Build Trust?Credibility
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Get Endorsed• Case Studies• Get References
• Google• LinkedIn• Facebook
• Put This Info Everywhere
Filling the Credibility Gap
How Do I Build Trust?Credibility
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Current customers and the market are not aware of the managed services offering
Awareness
Awareness
CredibilityValue
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AwarenessAwareness
The Three Types of Sales Leads
Current CustomersCopiers, printers…
Ideal CustomersCompanies you want to work with
Active ShoppersCompanies who are in the buying process right now
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Make sure they get a message about your managed services program each time they interact with your company:• Service Calls and Meter Readings• Invoices• New Installations• Sales Calls
Capitalize on Every InteractionAwareness
Current Customers
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Educate your current clients through as many channels as possible.• Events• Newsletters• Blog Posts• White Papers• Social Media Posts
• Company• Shared by Sales Reps
Capitalize on Every InteractionAwareness
Current Customers
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• What does your ideal client look like?• Size of company• Pays on time• Refers us to other people
• What’s important to them?• How can we get their attention?
• Where do they hang out?• Could we get referred?
Strategic Attraction ProcessAwareness
Ideal Clients
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• Participate In Their Community• Go to their events• Write in their publications• Participate in their social networks
• Develop a Lucrative Referral Program • Ask clients to give you referrals
• Linked In• Offer an attractive “thank you”
Strategic Attraction ProcessAwareness
Ideal Clients
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• Where do active shoppers to go find information?
Online MarketingAwareness
Active Shoppers
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• Get on page one of Google for key search terms?• Search Engine Optimization
• “Free” Google Search• Search Engine Marketing
• Google Adwords• LinkedIn Ads
• Offer a download compelling to an active shopper• Five Things You Need To Know Before Signing a
Managed Print Services Agreement• A Buyer’s Guide to Managed Network Services
Online MarketingAwareness
Active Shoppers
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Develop a marketing plan for
(1) Current Clients (2) Ideal Clients (3) Active Shoppers
Action Plan
Awareness
CredibilityValue
Understand why your clients say “yes” and communicate in their language
Become a thought leader (blog, social media)
Write case studies
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