When I started, I didn’t even have a bag of pennies. I was literally broke. But I had determination and a solid plan. One of the smartest things I did from the very beginning in sales was to build lists. I made sure to have a detailed CRM, tracking every contact I made. This proactive approach set the foundation for my success, and it can do the same for you.
Subscribe to the TMT YouTube channel here
Build And Maintain Your CRM
From my experience, having a reliable Customer Relationship Management (CRM) system is non-negotiable. Even when I was an employee at my last two marketing firms, I paid for my own CRM and built my own lists. This allowed me to take my contacts with me when I went independent because the company didn’t own the CRM – I did. I used ACT to keep detailed notes on every person I talked to, including their name, address, phone number, and email. This meticulous record-keeping was crucial for follow-up and relationship building.
A well-maintained CRM is not just a contact list; it’s a detailed record of your interactions and relationships. This includes noting down specific details about your conversations, follow-up reminders, and any personal information that can help in building rapport. Over time, these details can turn a cold call into a warm conversation because you have documented your history with the contact. This systematic approach ensures you can nurture leads effectively and never miss an opportunity due to forgetfulness.
Leverage Your Existing Network
The first thing I did was reach out to every single person I knew. Think of it like a bullseye – start with the people closest to you and move outward. This included previous clients, colleagues, and acquaintances. Of course, make sure you don’t violate any non-compete agreements you may have signed.
When contacting them, I didn’t just ask if they wanted to hire me. Instead, I inquired if they knew anyone who might need help with marketing, specifically in areas I was knowledgeable about, like websites, pay-per-click advertising, and email marketing. This approach was less direct and made people more willing to refer me to others. Surprisingly, about 50% of the people I contacted either referred me to someone or needed my services themselves.
Reaching out to your network should be approached strategically. Customize your message for each contact, making it personal and relevant. For instance, mention any previous work you’ve done together or shared interests. This not only makes your outreach more genuine but also increases the likelihood of a positive response. Always follow up with a thank-you note, regardless of the outcome, to maintain a positive relationship for future opportunities.
Offer Value To Associations
Another successful strategy was reaching out to associations. Early on, I contacted CompTIA and offered to do a free teleseminar on lead generation and marketing. This wasn’t just a shot in the dark – I had a slight connection with them from my previous job selling A+ certification training. Offering to do the teleseminar for free as a member engagement activity opened up doors for me, leading to a six-month engagement and speaking opportunities at their big conference, Breakaway.
Associations are always looking for ways to add value to their members, and if you can provide a solution that costs them nothing but delivers significant value, you become a valuable partner. Tailor your proposal to align with the association’s goals and the interests of their members. Ensure your presentation or seminar is packed with actionable insights that attendees can immediately implement. This positions you as an expert in your field and can lead to ongoing engagements and client referrals.
Canvassing: Old School But Effective
Canvassing is another tried-and-true method. This involves going to office parks, introducing yourself, and handing out business cards or “Get Out Of Computer Trouble Free” cards. It’s all about building your list and making those initial contacts. You need a CRM to track these interactions, follow-ups, and notes. Without a CRM, you’re missing out on a critical tool for growing your business.
This approach might seem old-fashioned, but it works because it’s direct and personal. When canvassing, make sure to present yourself professionally and have a clear, concise pitch ready. Be prepared to answer questions on the spot and show genuine interest in the businesses you visit. The key to success here is consistency and persistence. Regularly revisit the businesses you’ve canvassed, as familiarity can breed trust and eventual business opportunities.
Conduct Informational Interviews
When exploring new markets, consider conducting informational interviews. For example, when targeting accountants, I would reach out and ask for a meeting to learn about their IT needs and preferences. People are generally willing to help if they know you’re not trying to sell them something but genuinely want to understand their industry better. This approach helps you gather valuable insights and build relationships without the pressure of a sales pitch.
Informational interviews are a goldmine for learning about the challenges and needs of a particular industry. Approach these meetings with a clear set of questions, focusing on understanding the pain points and what solutions they currently use. Respect the time of the person you’re interviewing by keeping the meeting brief and to the point. Always end with a thank-you note and keep the door open for future conversations. This not only helps you build your knowledge base but also creates potential networking opportunities.
Take Massive Action
To kickstart your business, you need to take massive action. Make it your goal to reach out to no less than 50 prospects a day. Whether through phone calls, emails, or in-person visits, this level of activity is crucial when you’re starting out and don’t have a single client. The more effort you put in, the more likely you are to see results.
Taking massive action means being relentless in your pursuit of new business. Set daily, weekly, and monthly goals for your outreach efforts and track your progress. Use your CRM to manage these activities and follow up diligently. This high level of activity not only increases your chances of landing clients but also helps you build a robust pipeline of prospects. Remember, in the early stages, the volume of your activity is directly proportional to your success.
Remember, the key to success is persistence and a smart strategy. Build your CRM, leverage your network, offer value to associations, canvass strategically, and conduct informational interviews. Take massive action and stay committed to your goals. With these strategies, you can build a strong foundation for your IT business and achieve the success you’re aiming for. For more in-depth strategies and resources, visit our blog on How To Sell MSP Services.
