In the block buster hit movie, The God Father, Don Corleone tells a fledgling movie star that he can persuade a producer to cast him in an upcoming film. When the star inquires as to how this herculean task can be accomplished, the Godfather famously says, “I’m Gonna make him an offer he can’t refuse!”
We don’t want to resort to violence like the Godfather; but is there a legitimate way MSPs can make an IT marketing offer that prospects can’t refuse?
Watch the Godfather film clip here –>https://www.youtube.com/watch?v=fmX2VzsB25s
Have the Best Price and Value
If you want to make an IT marketing presentation and then have the prospect react by saying such an amazing proposition that they just can’t refuse then you will have to start with making sure you have the best overall price and value in your market. This doesn’t mean that you must be the cheapest far from it because the cheapest IT service cant provide the best value.
The key to hitting both goals at the same time is to do massive research on all the technology that’s available at trade shows so you can line up the best IT vendors. Once, you know you have a model that will deliver the most advanced technology in your region then you need to beat up on your providers so they will lower their prices by promising them volume. After all, if you’re willing to going around town literally making an offer businesses can’t refuse then you’re going to blow up your IT marketing?
Communicate the Value
Of course, you can have the best offer in town but if you can’t get prospects to understand the value then you’re not going to be able to sell jack! You must remember that most prospects will not speak tech talk and if this is how you communicate in your sales presentation then your message will go over their heads. To connect with an audience of regular business people it’s important to use stories and illustrations that they can relate to. You must also make your best attempt to boil down the benefits of your IT marketing offer to simple and clear ideas that are free of technical jargon.
Once you have eliminated tech talk and have a good illustration with clear picture of the benefits then you need to present these in a memorable way. Make sure to create a slide show using lots of pictures and little text! Bring your projector and use it to give an awesome slide show presentation that will stick in your prospects mind. Make sure to leave brochures that properly band your company and repeat the same clear message you delivered in the presentation.
One of the most critical steps in this overwhelming IT marketing process is to be prepared by having many satisfied customers that have roughly tested your IT support model. You want to make sure to get video testimonials of all these prospects before you launch your marketing campaign that features the offer prospects can’t refuse. The bottom line is that even if you have developed an amazing offer with the best pricing, value and knocked your IT marketing presentation out of the ball park you still won’t sell jack unless you can point to many satisfied customers that are using the exact services you are selling. When you have plenty of video testimonials of local business that are happy using
Follow up, Follow up, Follow up
Lastly, all your hard work can go to pot if you don’t follow up on your prospects. They might not be ready to implement your IT services immediately or the decision-making process can drag on and you will need to stay top of mind so they don’t forget about your amazing offer that they can’t refuse. The last thing you want to do is place a call each week asking if they have read your proposal. The best way to remain top of mind is by sending thank you cards, inviting them to lunch, inviting them to play golf etc. In other words, building rapport after the proposal has been delivered is the best way to follow up!
The Take Away
If you want to dominate your local market then the best way is to build an IT marketing process that allows you to make an offer that prospects can’t refuse, like the Godfather. To accomplish this feat, it’s important that you offer a great price and value, communicate effectively the value, provide testimonials and follow up. If you can follow these steps closely then you will soon discover that some prospects will not be able to refuse your offer and sign up immediately after your proposal. In other words, you will be able to pull of the holy grail in sales by having a one call close!