From Cold to Client

Webinar: From Cold to Client...
In 5 Easy Steps
Successful Computer Consulting
Robert Peretson

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Introducing

Chris Martin
GFI MAX

Robert Peretson
SuccessfulComputerConsulting.com

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A 5-Step Plan for Going from Cold to Client
Proven Methods for IT Support Companies

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A Step-By-Step Plan
» We will focus on ONE very specific, very effective Marketing Strategy

» We will detail a specific 5-Step Marketing Plan to use that Marketing
Strategy effectively

» Download the Companion Whitepaper from
» http://www.mspbusinessmarketing.com
» http://SuccessfulComputerConsulting.com

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Why Direct Mail Works

» Direct Mail Will Find You Highly Targeted, Ready-to-Buy Customers

» Direct Mail Does the Selling For You

» Direct Mail is Pressure-Free – for You AND Your Customer.

» Direct Mail is Massively Efficient

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Step 1

Target the Right Potential Customer

» Access the FREE ReferenceUSA Database at Your Local Library

» Purchase a List

» Build Your Own List

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Step 2

Mail a Killer Sales Letter

» Write your own Sales Letter

» Have a Sales Letter written for you

» Purchase a pre-written, ready-to-go, proven Sales Letter

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Write Your Own Sales Letter

1. Read a good book

» Scientific Advertising by Claude Hopkins
» Available for free download at http://scientificadvertising.com/

» The Robert Collier Letter Book by Robert Collier

» Ca$hvertising by Drew Eric Whitman

2. Use the excellent, free web resources available to you

» The Gary Halbert Letter - http://www.thegaryhalbertletter.com/

» Bencivenga Bullets - http://www.marketingbullets.com/

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What Makes a Good
Sales Letter?

1. How long should it be?

2. Follow the A.I.D.A. Formula

3. Focus on Benefits – Not Features

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What Makes a Good Sales Letter?

Features
» We respond promptly
» We monitor your systems around the clock
» We charge flat rates

Benefits
» You’ll operate at new levels of productivity
» Have complete confidence that your systems and precious data are
protected and secure
» Get the maximum returns possible from your IT spending.

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Have a Sales Letter written for you

1. Find a talented and experienced copywriter

2. Be prepared to pay a fair rate for a solid product

3. It takes time to write good copy. You might have to be a little patient.

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Purchase a Pre-Written Sales Letter

» Written specifically for selling Managed Services

» Has already been tried, tested, refined and proven to work

» Can be easily customized for laser-precision targeting

» No Waiting! You can start using it today.

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Step 3
The Follow-Up

1. Send More Letters

» Easy
» Expensive
» Inefficient

2. Follow-Up with a Simple Phone Call

» Easy
» Cheap
» Laser Targeted

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The Follow-Up Phone Call
The FOUR Components

1. The Introduction

2. The Pitch

3. Transition to Close

4. The Close

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1. The Introduction

Getting past the GateKeeper – How many responses?
A. We’re not interested.
B. We never got your letter.
C. Chris isn’t available now. Would you like to leave a message?
D. Chris is here. I’ll put you through.

The Goal: Is there a reason to move to The Pitch?

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2. The Pitch

A. Clarify your service

B. Ask good questions

C. Recap the uncovered problems

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3. Transition to Close

» Suggest a short meeting

4. The Close

» Do mornings or afternoons work better for you?

» Set the appointment

» Thank you!

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Step 4

Conduct a Perfect Meeting

» Prepare by understanding the basics of selling

» Zero Resistance Selling by Pamela Yellen/Maxwell Maltz

» The Sales Bible: The Ultimate Sales Resource, New Edition by Jeffrey H.
Gitomer

» SPIN Selling by Neil Rackham

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Step 4

Conduct a Perfect Meeting

1. Ask Questions / Listen

2. Take notes

3. Find the Pain

4. Provide an effective Demonstration

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Common Questions and Objectives

» What if I don’t want your maintenance plan? What’s your hourly rate?

» Wow, that’s too expensive for me.

» I already have a consultant who I’m pretty happy with.

» And what if they just say, “No”?

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Step 5
Get In with a Free Trial… COMMUNICATE to Seal the Deal!

» Make sure they receive instant alerts from your RMM

» Set a Dashboard training session

» Send automatic weekly system status reports

» Send a PDF Inventory Report

» Include Remote Helpdesk with your trial and gain valuable insight into your
potential new client

» Make sure they can track service tickets and receive automatic updates when
a ticket is updated

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GFI MAX Building Blocks

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How the Building Blocks can help you get started

» A series of discrete, pre-packaged services that the customer can easily
grasp the value of

» That you can sell easily

» That generate recurring profits for you

» Bind that customer to you

» Learn about their systems

» Begin changing the nature of the relationship

» And migrate them to full Managed Services

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What’s a Building Block?

» All the information, tools and collateral needed to sell and implement a set
of Managed Services

» You can use to:

» Attract new customers or strengthen relationships with existing
customers

» Easily sell a profitable service

» Ease customers from break-fix to Managed Services

» With NO major changes to your company
» And no expensive training

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Building Blocks Program – Do it your way!
Lucrative
but Server & Network Workstation Email
complex
Email archiving
Server & network Workstation
Email hosting
management management
Delivery verification

Real-time server & Proactive workstation
Email Continuity
network monitoring maintenance

Daily Server Real-time workstation
Anti-virus & anti-spam
Health Check monitoring

Daily Server Daily Workstation Email infrastructure
Safety Check Health Check monitoring

Lower
value but
simple

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What’s contained in each Building Block?
Example: Server Blocks – all you need to price and sell
Each Building Block Contains:

Server & Network
4 Management
Information about the service, context in
which it sits in Building Blocks

Real-time Server & Financials (pricing & profit) calculators
3 Network Monitoring
Promotional material (flyers, letters,
web site text, etc.), value proposition,
Daily Server
2 Health Check
marketing and sales strategy

Implementation documents
(contracts, SLAs)
Daily Server
1 Safety Check
Implementation considerations:
Integration, billing, scaling, etc.

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All the self-branded information and material you need

Sample flyer

Your Logo
Here

Your strap line here

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Sample website copy

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Sample sales letters and telephone scripts

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Pricing calculators, sample contracts,
statements of work...

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GFI MAX Building Blocks summary
» All the info and collateral.

» To easily sell straightforward services that the customer grasps.

» That bind the customer to you.

» That truffle hunt and brings more incidents to the surface.

» That you can make good recurring revenues and profits.

» That require no changes to your business system. No training and travel and time.

» That can be used to attract new customers with a straightforward service.

» That start the progression to full Managed Services.

GFI Max and Building Blocks are…Easy!

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Thank you

You get the full system

Set up in less than 10 minutes!

No commitment

No hard sell

Or contact us for more information:
gfimax@gfi.com

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MSP Business Management website

Online resource to help you:

» Grow your IT support company

» Run your company more profitably

» Deliver fast IT support and increase uptime

» Minimize threats to your business

www.mspbusinessmanagement.com

From Cold to Client

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