Know-How Exchange : Strategy

Oh...the second part of the question:

Do it yourself for a while until you are really comfortable. THEN you're in a better position to evaluate any outsourcing. If you can't (don't want to) do it yourself, have a business associate do it for you IN YOUR OFFICE.

Michael

That is very good advice from Michael. You can't evaluate the results if you don't know what to expect. Always "inspect what you expect". Its a proactive way to assure you are getting what you pay for.

Great, thanks. I've actually been doing it in-house for a year now. Mediocre results at best

Any advice on how to ramp this up?

Why don't you tell us more about your business, and what you have been saying when you make your calls. What attracted you to this company you hired?

IT outsourcing company. We deal exclusively with C-level, upper management.

We ask them whether this might be a good time to talk.

If so, we say straight up that we haven't met and are unsure whether we can help, but would just like 2-3 minutes of their time.

We give them a brief pitch on how we've helped clients in their industry solve problems a, b, and c and ask which are most important to them.

We let them speak, and move to create the appt.

Does that help?

I wonder the logic in putting in anonymous ad words vs building a relationship face to face? "Never" is a big and limiting word.

Your opening script is a good start. There are a few tweaks, but first, what is the reaction? How is your follow up? How many times do you call? Where are you stuck?

Remember its a relationship sell-- most people only call 2 or 3 times and give up. But it typically takes 8 or more "touches".

IT outsourcing especially needs multiple touches-- the person you are talking to is afraid you will make it seem he/she isn't dong their job and needs help. That is probably one of the main objections you have to overcome.

With the experience you have, sit and write the common objections. Decide which are true objections, and which are just stalls to dismiss you. Plan "pivot" questions. For example, when the prospect says "we do everything in house", you say, "a lot of clients first think that, but they learn how we compliment existing programs", Always give validity to the prospects comments (to blow them off is insulting), and then pivot them, and sell the appointment.

Thanks. My target is not C-level IT execs but C-level execs, period. You're right, it's very difficult to get a hold of people, any advice other than "Keep plugging"?

We are currently working on optimizing our site. I'm just looking for the right mix.

I like your advice on the pivot questions. I actually put together a manual for this exact thing. But, it's difficult to a.) get a hold of the right people and b.) getting people intrigued enough to agree to a meeting. Any suggestions?

Thanks Tom,

What incentives would you suggest we give to people who agree to meet? Free evaluation hasn't worked in the past - people don't like "strangers" snooping around their computer systems.

Also, doesn't come across a bit "needy" to essentially pay people to meet with us? Has this approach worked with C-level folks?

Thanks

I wouldn't pay someone to give me an appointment. Its not that its "needy", it just devalues me as a business owner. I am coming in there with a solution to a problem-- he should be paying me. And he will..

Create urgency by showing them their pain. Tell them something like, "in working with co's like yours, i have found most businesses experience one of 3 common issues. (whatever they are) which of these is your main concern right now? Then bam-- he's given you his problem. Now you know he's in pain-- so do him a favor and put him out of it.

Just go straight into asking them which pain they have? Or do you warm up to it? If so, how?

Hello,

The payroll company is going after the same audience as you are.

Hey, why not build referral relationships with pay roll, cpa, office supply etc.. Your all going after the same contacts! Now its a warm call!

Offer something that is perceived as value by your target audience. Test different incentives.
HP, PeopleSoft, Oracle, IBM to name a few offered an incentive to come to their product introduction tours.

Call your current customers and asked them why they use you etc.. When you ask the question don't say a word until they are done. This will help you when you call prospects because you are using your clients words and not yours. We all get wrapped up in what we do and when we hear what value we bring to the table by clients it helps us refocus. If your dealing with similar sized businesses their issues will be fairly similar.
These was one of the best things I did for my telemarketing efforts. My clients gave me the benefit statements, value statements and one quite that I use when meeting new potential clients.
Try it.

Good Luck

Tom

Thanks. That's pretty much what we've done until this point. It comes down to getting the right person at the right time, I think...and most upper-level mgmt don't realize they have IT problems until it's too late

That's a great point to put in your presentation. You, like me as a consultant-- like a doc or lawyer-- people wait till they are in crisis before contacting any of us. Its an analogy that anyone can identify with.

Thanks Carol. Someone that can commiserate.