How To Build An Autopilot Client Attraction Marketing System...

“How To Build An

Autopilot Client Attraction

Marketing System For Your

Managed Services Practice”

Authored and Published by: Robin Robins, Author and Founder,

Technology Marketing Toolkit, Inc. 751 Cool Springs Blvd., Suite 104

Franklin, TN 37067

www.technologymarketingtoolkit.com Phone: 615-790-5011

http://www.technologymarketingtoolkit.com/

Technology Marketing Toolkit, Inc. Client Attraction System For Managed Services Video Seminar Workbook

STRIVE FOR EXCELLENCE * BE DISCIPLINED * STAY FOCUSED * HAVE FUN * BE COMMITTED * NEVER, EVER QUIT

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This material is copyrighted by Technology Marketing Toolkit, Inc. ALL RIGHTS ARE RESERVED. No part of this book and accompanying audio program may be reproduced, shared, or transmitted in ANY form, or by any means, electronically, verbally, or mechanically, including photocopying, recording, or by any informational storage or retrieval system without express written permission from the publisher. Only individuals who have purchased a license directly from Technology Marketing Toolkit, Inc. to use these materials may use them. This license may not be transferred, sold or rented to another party.

Published by: Technology Marketing Toolkit, Inc.

751 Cool Springs Blvd. Suite 104 Franklin, TN 37067 USA

Disclaimer and Legal Notices: While all attempts have been made to verify the information provided in this book and accompanying audio program, neither the Author nor the Publisher assumes any responsibility for errors, inaccuracies, or omissions. Before implementing these strategies, you must be aware of the various laws governing business transactions, marketing, or other business practices in your particular geographic location as some of the suggestions made in this book and audio program may have inadvertently introduced practices deemed unlawful in certain states, municipalities, and countries. This book is not intended for use as a source of legal

or accounting advice. In all cases, you should consult the services of a professional, licensed attorney in all matters pertaining to the operation, delivery, and marketing of your business and services.



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Who Is Robin Robins And Why Is Everyone

In The IT Industry Talking About Her?

Robin Robins is an independent marketing consultant, sales trainer and author who specializes in helping VARs, MSPs, system integrators and SMB computer consultants implement highly effective sales and marketing systems to make it

easy for them to attract not only more new clients, but also better quality clients on a more consistent basis.

Robin has been a favorite speaker for IT industry events such as System Builder

Summit, SMB Nation, CompTIA’s BreakAway, CT Summit, ASCII Boot Camps, MSPU and Strategies for Success, and has been interviewed and published in VAR Business and Sales and

Marketing Magazine. She currently writes columns for eChannelLine, SMB Nation and various Microsoft Partner web sites. She also runs the largest marketing coaching group of small VARs from

around the world.

Robin has over 20 years of experience in direct sales and marketing, primarily focused on high-end business-to-business services. Today she runs an elite sales and marketing coaching program for

VARs, managed services providers, system integration companies, solution providers, and SMB computer consultants that is focused on helping them to significantly increase their revenue and profits while reducing the number of hours they work in their business.

Because she has worked with thousands of various businesses in 14 different industries across

North America, the United Kingdom and Australia in a marketing or sales capacity, Robin has a broad knowledge of hundreds of marketing and sales tactics used by some of the most successful

and sales-driven organizations.

To Learn How Robin Can Help Your Consulting Firm

Attract More Clients, Increase Sales and Help You Sell Profitable

Managed Service Contracts, Visit Her Online:

www.managed-services-marketing.com

www.technologymarketingtoolkit.com

www.cloudcomputingblueprint.com

http://www.managed-services-marketing.com/

http://www.technologymarketingtoolkit.com/

http://www.cloudcomputingblueprint.com/



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The Marketing Scorecard

I do NOT have at least 3 to 5 on-going marketing systems in place to acquire a new client.

1 2 3 4 5 6 7 8 9 10 I DO have at least 3 to 5 on-going marketing systems in place to acquire a new client.

I do NOT have a written down marketing plan.

1 2 3 4 5 6 7 8 9 10 I DO have a written down marketing plan.

I do NOT know how much it costs to acquire a new customer.

1 2 3 4 5 6 7 8 9 10 I DO know how much it costs to acquire a new customer.

I do NOT know where my best customers come from.

1 2 3 4 5 6 7 8 9 10 I DO know where my best customers come from.

I do NOT send a monthly marketing communication to my clients and prospects.

1 2 3 4 5 6 7 8 9 10 I DO send a monthly marketing communication to my clients and prospects.

I do NOT have a system to ask for and reward referrals.

1 2 3 4 5 6 7 8 9 10 I DO have a system to ask for and reward referrals.

I do NOT have a great sales letter and lead generation offer on my web site.

1 2 3 4 5 6 7 8 9 10 I DO have a great sales letter and lead generation offer on my web site.

I do NOT use guarantees in my marketing.

1 2 3 4 5 6 7 8 9 10 I DO use guarantees in my marketing.

I do NOT use raving fan client testimonials and case studies in all marketing communications.

1 2 3 4 5 6 7 8 9 10 I DO use raving fan client testimonials and case studies in all marketing communications.

I do NOT have a unique selling proposition.

1 2 3 4 5 6 7 8 9 10 I DO have a unique selling proposition.

I do NOT have a planned sales presentation for new prospects; I simply “wing it.”

1 2 3 4 5 6 7 8 9 10

I DO have a planned sales presentation for new prospects that I constantly measure, practice and improve.

I do NOT know why my current clients buy from me.

1 2 3 4 5 6 7 8 9 10 I DO know why my current clients buy from me.

My marketing does NOT clearly demonstrate how my services are better than the competition.

1 2 3 4 5 6 7 8 9 10 My marketing DOES clearly demonstrate how my services are better than the competition.



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The “Unfair” Truth of Business:

There is no direct relationship between

being great at what you do, working hard

and getting paid.

The world is full of smart,

talented, hard-working IT pros

who are flat broke.

There IS a direct relationship between

being GREAT at what you do,

promoting that fact through

EXCELLENT MARKETING

and getting paid.



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Notes Page:



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The Definition Of True

Financial Freedom:

“Wealth is not

having money;

that is just the

appearance of

wealth. True

financial freedom is the

positive attitude about your ability to

create wealth.”

- Robert Allen, Author,

Creating Wealth



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The 3 Essential Marketing Systems

You Must Have In Place: System #1: ________________________________

System #2: ________________________________

System #3: ________________________________

Educational Direct Response Marketing =

The Shortest Path To Making A Sale

• Specifically targets _____________________________

for your products and services.

• Contains an offer to get people to _________________.

• Educates the buyer and sets the ___________________

for what they should look for when outsourcing their IT support.



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Notes Page:



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4 Key Ingredients To A Marketing

Campaign That Will Attract More Clients:

Ingredient #1: ________________________________

Ingredient #2: ________________________________

Ingredient #3: ________________________________

Ingredient #4: ________________________________

Notes:



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Quick Exercise:

1. Think of the last several clients you acquired; what was the situation that

caused them to seek you out?

2. What were the specific problems they were having that caused them to look

for a solution?

3. How did they verbalize their problems to you (describe them) and what did

they want, specifically?



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Notes Page:



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Key Points To Help You Close More Sales:

Let your marketing do most of the ____________________________________.

NEVER ______________________ in a sales presentation.

Price is a _________________________________________________________.

In every marketing piece or sales meeting, it’s critical that you

_________________________________________________________________.

Notes:



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3 Characteristics Shared By The

Wealthiest, Most Successful People In The

World According To Napoleon Hill

Successful people have…

1. A _______________________________________________________

2. They have _______________________________________________

3. They are ________________________________________________



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Reasons For

Not Taking Action Checklist

I don’t have the time. I don’t have the money.

I’m going to wait until I hire a new (technician, sales person, administrative

assistant), and THEN I’ll do it. I’m going to wait until (the slow season, spring, the kids get back in school),

and THEN I’ll do it.

I’m going to wait until ____________, and THEN I’ll do it. I’ve never done that before.

I’ve tried that once before and it didn’t work.

That won’t work because my (business, customers, market, situation) is different.

That only works in the big cities, and we’re in a small city.

That only works in the small cities, and we’re in a big city. It’s too difficult.

I don’t know how.

I’ve heard others say that won’t work. It’s too much work.

I don’t feel comfortable doing that.

I don’t need the money.

Are you insane? I’m already too busy and stressed out doing ________ to do that!

“We are all self-made, but only the

successful will admit it.” - Earl Nightingale



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Quick Marketing Campaign Checklist

Is the list or target audience tightly matched to the offer you are making?

Do you have a headline that: Promises to deliver a big, juicy benefit?

Arouses curiosity? Contains news that passes the “so what” test?

Have you flagged your ideal prospect in the headline or in the initial copy? For example, “How Attorneys Can Eliminate Computer Problems Finally and Forever.”

Did you include an offer? Is it truly irresistible? Will your target market immediately see value in it?

Did you use technical terms, acronyms, vendor names or other “tech talk,” or did you focus 100% of the copy on

defining the problems you will solve and the results you will deliver?

Is the layout clean, neat and inviting to read?

Did you AVOID using hard to read fonts, graphics or patterns behind text, and multiple fonts? Did you use short paragraphs and sub-headlines?

Did you include testimonials? Do they specify exactly how you helped them and the results you delivered, or do

they just say you “did a good job?” Can you supercharge your testimonials by adding your client’s picture or including an audio interview of your

client outlining the results you were able to produce for them?

Did you write the copy as though you were having a casual, one-on-one conversation with your prospect, or did you use “brochure speak?”

Did you SELL your free offer as though it cost money?

Is it clear to the reader what they should do to respond? Did you give them more than one way to respond?

Did you build urgency to respond immediately with a deadline or a limited supply?

Will they think your letter is junk mail because of the envelope or subject line? Have you made your letter/e-mail/communication hard to ignore? (Lumpy mail, specific results and big promises

of what you can deliver, send it FedEx or priority mail, unusual container or size, etc.)

Are you ready with at least 3 more letters, e-mails or phone calls to follow up on the first one?

Do you have a plan in place for how you will quickly follow up on responses once they come in?



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Finally: A Complete "Paint-By-Numbers" MSP

Marketing System GUARANTEED To Deliver All

The Managed Services Clients You Want

Announcing the Million-Dollar Managed Services Marketing Blueprint:

The most COMPREHENSIVE, PROVEN and EASY to follow managed services marketing system for MSPs, complete with done-for-you MSP marketing templates, IT sales letters, telemarketing scripts, e-mails, postcards, newsletters, objection handling strategies, pricing models, web site content, proposal templates and much, much more - all designed to take the mystery and hard work out of selling managed services.

This Program Consists Of 3 Main Components:

#1: Fill-In-The-Blank MSP Marketing Templates, Systems And Campaigns That Are SPECIFIC To Selling Managed Services ($750,000 Value)

That's not a typo on the value, and I'm not being facetious. Feel free to take all the marketing templates I'm going to give you and get a quote from 3-5 good copywriters to see what they would charge you. (Here's a hint: the AVERAGE sales copywriter will charge $10,000 to as much as $100,000 to write a marketing campaign). Fortunately for you, I don't have to charge that much because I've already been paid to do the work – but you get the residual value. Inside you'll get copyright-free access to a MASSIVE collection of various IT marketing templates – everything from e-mails to telemarketing scripts – that are designed specifically for selling managed services. That means I've done 80% of the work FOR YOU. If you can cut and paste, you can use this system. Plus, all the IT sales letters, e-mails, web site content, marketing checklists, telemarketing scripts, seminar campaigns, trade show campaigns, newsletter templates, Google marketing campaigns, postcards, brochures, proposal templates, managed services pricing strategies, ads and referrals systems have already been field-tested and PROVEN to deliver results.

#2: Step-By-Step Coaching On How To Implement This System ($5,997 Value)

You'll also be able to listen to each session in which I will hold your hand and walk you through the EXACT steps for implementing and using these templates, systems and strategies. You'll get every question answered, every foggy area clarified. By the end of each session, you'll have one more piece of the IT marketing puzzle – and by the end of the program, you'll have a VERY powerful and fully integrated MSP marketing SYSTEM in place that you can give to someone else to manage and run. This is a VERY IMPORTANT POINT: Once you have your IT marketing plan in place, someone else can manage and run it for you. That's the beauty of a SYSTEM. You'll certainly PROFIT from this long after the sessions are over.



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#3: A FREE 6-Month pass to the Master Mind Group web site ($1,182 Value):

You'll also get ADDITIONAL support and MSP training through our Apprentice Club coaching program. This includes the following tools, resources and services:

Monthly Q&A calls to ask me (Robin) any question you have regarding IT sales and marketing, compensating employees, dealing with difficult sales situations and clients, planning, direction or any of the millions of questions you have regarding IT marketing, selling, monetizing clients, closing sales, etc.

Monthly Business Builder teleseminars in which I interview industry experts on Google advertising, compensation plans, hiring and managing "A-Player" employees, writing a business plan, developing wealth, managing your money, creating an exit strategy and much, much more.

Access to the members' forum which is PACKED with templates, forms, pricing strategies, contracts and other "fill-in-the-blank" strategies your peers are using to support, sell and manage clients and employees.

A NEW, monthly TechTip postcard template, which is a very inexpensive very easy-to-send newsletter in the form of an oversized postcard. If you are ignoring your customers and not mailing them a newsletter, you ARE losing business! This is a dirt-cheap loyalty campaign that will help you develop "top of mind awareness" with your clients and prospects.

Access to NEW sales letter templates for managed services, backup and disaster recovery, phone systems, cloud computing, developing joint venture partnerships and more. Since my last revamp in 2007, I've added DOZENS of new campaigns which you will get INSTANT ACCESS to.

Go To: www.managed-services-marketing.com

http://www.managed-services-marketing.com/

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