Robin Robins's sales and marketing strategies have helped Continuum partners achieve tremendous growth. Our partner, Jay Ryerse, VP of Business Development at Digitel Corp, started as an MSP owner and was able to grow his business from $175,000 to over $2.6 million after just five years of working with Robin's Technology Marketing Toolkit. In a recent webinar (available to download below) with us, Jay shared his story, including successes, failures and the lessons he learned along the way to becoming a sales and marketing pro! Here's a recap of the top three Robin Robins growth strategies and how they paid off for him.
Mail campaigns, whether they are direct or via email, require a lot of time and effort. Sure, the opportunity cost of spending time on these marketing tasks is worth considering, but as Jay learned, well-executed and high value mail campaigns can generate revenue that makes it all worth it in the end. So how do you get to this point?
The first step is to identify the target segment you want to contact. Don't spend days planning and creating a direct mail or email campaign only to send it to a cold contact list of small, random businesses you bought off of the Internet. Chances are the campaign will generate a few responses, but these people probably won't ever close into customers. You need to prequalify your leads. Aim to contact businesses that need your IT services, but don't know you exist. Maybe your specialty is in offering HIPAA compliance because the majority of your clients are in the healthcare industry. In this case, compile a list of all the top private practices within a 50 mile radius. This is just an example, but we all know that there are several companies that come to mind when you think of ideal clients. This list is your dream campaign.
You can reuse this list every quarter and recycle the same content too! These email touches remind recipients about your services so you stay top of mind when they eventually decide they need you, if they're not ready to close at that time. Consistently staying in front of prospects is important if you want them to become your customers one day.
In the end, Jay's Dream Campaigns cost him $2,233 but gave him an 1,780% return after generating $41,988 in revenue. Take a look at Jay's HIPAA Halloween and Valentine's Day direct mail Dream Campaigns below. Want to duplicate his success? Robins' Technology Marketing Toolkit provides the support and resources you need to implement these marketing programs!
The Pumpkin Plan
The purpose of the Pumpkin Plan is to maximize your resources. Take a look at the number of clients you have, calculate the percentage of revenue each is contributing and analyze the results. Then, focus your energy and efforts on the clients that contribute the highest percentages of revenue. Don't waste your time, overwork your technicians and exhaust your resources on those customers that will yield minimal return. Similarly, not all clients are attractive and worth taking on. If you want to grow and scale, you need to filter out and prioritize closing high quality leads. Then, once these leads are clients, continue delivering premium service so they keep adding to recurring revenue. After working the Pumpkin Plan into his own sales and marketing program, Jay increased his revenue by a whopping 185%!
Another reason for the Pumpkin Plan is to identify your clients' needs in order to reveal cross-sell and upsell opportunities. In the webinar, Jay shared his Customer Risk Opportunity Matrix. This matrix is a great resource and super easy to make. Open a new Microsoft Excel spreadsheet, list your customers in the columns and list your products and services in the rows. The next step is up to you - you can either mark each service that the customer has or the opposite, mark each service that the customer is not utilizing. This creates a visual of revenue opportunities! You can clearly see what your customers are missing or using and what additional services they should be purchasing from you. Here's a picture of the matrix:
Consistency is Everything
So you read this blog post and immediately begin working on your next cross-selling email campaign to a targeted segment, but don't see the results immediately, and you give up. Does that sound about right? These growth strategies take time. Your first segment might not be as accurate as you thought it would be. Content may not always resonate with your list of contacts. Success comes with trial and error because unfortunately, there isn't a one-size-fits-all solution for sales and marketing. Every MSP is different. You offer different products and services, and you serve different verticals and locations. The key is to stay CONSISTENT! Robin can't stress this enough. She can give you all the tools and guidance you need to be successful, but sales and marketing needs to become a priority and routine. Start by running a mail campaign once a quarter. At the end of each quarter, review your RESULTS! You can't improve if you are not tracking performance and analyzing the strategies that did and didn't work.
Again, growth won't come overnight. No one understands this better than Jay. Here's a chart of his annual revenue growth, which you'll see consistently increased once he started consistently using Robin Robins's Technology Marketing Toolkit.
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