GFI Max: Delivering on MSP Business Goals

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GFI Max: Delivering on MSP Business Goals

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GFI Max: Delivering on MSP Business Goals

  1. 1. 1 Autotask Community Live 17th October 2013 Colin MacKenzie Sales Director, EMEA
  2. 2. 2 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?
  3. 3. 3 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.
  4. 4. 4 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?
  5. 5. 5 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
  6. 6. 6 MSP Customer’s Hierarchy of Needs “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 “IT is a necessary eviI, and at worst it could do a lot of damage to my business”
  7. 7. 7 Hierarchy of Service Opportunities • Security • • • • Availability • • • • Email delivery and archiving Backup and DR Performance • • • Monitoring Proactive maintenance Remote access, including command-line Continuity • • • Patch management AV Mail security Asset management (h/w and s/w upgrades) Proactive automatic maintenance Anywhere • • Laptops Mobile devices New service opportunities = Increased value = More revenue
  8. 8. 8 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? 8
  9. 9. 9 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! 9
  10. 10. How to turn Engaged Customers into Really “Sticky” Ones
  11. 11. Dan Scott Operations Manager
  12. 12. Some Numbers Nottingham Peterborough Oxford High Wycombe London Bristol Swindon
  13. 13. What we are (To Our Clients) “CIT is the IT department within our business.”
  14. 14. What we do • Provide IT Support Agreements • Provide Hardware & Software to our contracted clients • Provide additional Technical Consultancy to our contracted clients
  15. 15. 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
  16. 16. How do we retain those clients – “Sticky” • Provide GREAT IT services and solutions that they find valuable AND • They enjoy working with you
  17. 17. 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
  18. 18. 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
  19. 19. The “Sticky” Steps… Commodity Product Good Product Service/ Support Business Issues Partner 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. 1 Provide good, relevant products that are different to competitors. Can be replicated by competitors easily. 2 3 You now have a deep understanding of their business and help them resolve day to day issues in the business. You are a partner. 4 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. 5
  20. 20. Consider the Value Pots 1. 2. 3. 4. 5. 6. 7. Improving Clients product or service Improving performance levels – efficiency Improving the Clients image Reduce Costs Saving Time Reducing Risk Increasing Sales
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Q&A

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