Marketing is one of the most critical components of a managed services strategy. Current customers and the local market see the dealer as a hardware provider. They are not aware of the managed services offerings and how they could benefit. Even if they are, they may not see the dealer as a credible, competent provider of IT-related services. Unfortunately, most sales-focused organizations do not see marketing as a strategic driver and neglect to deploy a full marketing strategy. In this session you will learn proven marketing strategies to develop awareness, prove value and build credibility.

1. Marketing Strategies
for Managed Services
Darrell Amy
Dealer Marketing
damy@dealermarketingsystems.com
214.224.0050 ex.101
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2. 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

3. Current customers and the
market are not aware of the
managed services offering
3
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

4. In the next decade
dealers must become
experts at marketing.
4
Marketing Drives The Next Decade
Awareness
CredibilityValue

5. 5
Value
Awareness
CredibilityValue
They do not understand how
the client values the offering.

6. • 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
6
Communicating Value
What I Learned From Interviewing Decision Makers
Value

7. • Communicate value in the clients’ language
• What are their business problems?
• How can you connect your offerings to their problems?
7
Communicating Value
Value

8. 8
Credibility
Awareness
CredibilityValue
They do not see the
company as a credible
source of IT services

9. Look Like an Expert
• Professional Online
Presence
• Thought Leadership
• Blog Posts
• Social Media
Participation
• Professional
Documents
9
Filling the Credibility Gap
How Do I Build Trust?
Credibility

10. Educate Your Clients
• Events/Webinars
• Special Reports/White
Papers
• Blog Posts
10
Filling the Credibility Gap
How Do I Build Trust?
Credibility

11. Get Endorsed
• Case Studies
• Get References
• Google
• LinkedIn
• Facebook
• Put This Info
Everywhere
11
Filling the Credibility Gap
How Do I Build Trust?
Credibility

12. Current customers and the
market are not aware of the
managed services offering
12
Awareness
Awareness
CredibilityValue

13. 13
Awareness
Awareness
The Three Types of Sales Leads
Current
Customers
Copiers, printers…
Ideal Customers
Companies you want to
work with
Active Shoppers
Companies who are in
the buying process right
now

14. 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
14
Capitalize on Every InteractionAwareness
Current Customers

15. Educate your current clients through as many channels
as possible.
• Events
• Newsletters
• Blog Posts
• White Papers
• Social Media Posts
• Company
• Shared by Sales Reps
15
Capitalize on Every InteractionAwareness
Current Customers

16. • 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?
16
Strategic Attraction ProcessAwareness
Ideal Clients

17. • 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‖
17
Strategic Attraction ProcessAwareness
Ideal Clients

18. • Where do active shoppers to go find information?
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Online MarketingAwareness
Active Shoppers

19. • 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
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Online MarketingAwareness
Active Shoppers

20. Develop a marketing plan for
(1) Current Clients
(2) Ideal Clients
(3) Active Shoppers
20
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

21. Access our special
reports library
www.dealermarketingsystems.com
21
Go Deeper