Everybody Thinks They’re Sherlock Holmes
IT marketing which fails to utilize the most cutting-edge tech in marketing appointments or at expos and the like will lose clients, pure and simple. Sure, you may be consolidating resources in order to provide greater client benefit in the long run, but that’s not what prospective clients will see. Rather, they’ll have some idea that they can “see through” you. They’ll think to themselves: “Yeah, but why is this person really using antiquated technology to tender a presentation. Is it because his or her company isn’t making enough for them to afford the real stuff?”
You’ve heard it said that first impressions are important. Well, when it comes to making a sale for your IT services company, there’s quite a bit of truth to this. Fail to impress right off the bat with the presentation tools you bring to the table, you’ll have prospective clients write you off without even hearing what you have to say.
IT marketing regularly deals with applications of the tech industry. The tech industry is always in development; that’s kind of par for the course these days. It’s been a trend for decades, when Moore discovered that processing power was doubling on itself every 12 to 18 months, and projected this development into the future using what has come to be known as “Moore’s Law.” Those who need tech services are specifically looking for a service provider to wow them. Their eyes are only looking “skin deep,” as the saying goes.
It’s a fundamental aspect of human nature, really, even beyond the tech sector. Look at a woman with a conservative, prudish costume that shows no skin, high-rimmed librarian glasses, and her hair in a bun hidden behind her head. Now throw some floppy hat over her. She looks unattractive, she looks like she came from some early thirties country farm, and ultimately, she’s going to turn a lot fewer heads than the less-attractive west coast socialite with everything on display and enough makeup to paint a skyscraper. Sure, the west-coast socialite is actually unattractive on the inside, and her outside is an illusion— it’s no better. But people aren’t savvy enough to fight off the visceral subconscious response that turns their head. Meanwhile, if the girl in conservative dress dolled herself up, she’d have all the wolves on Sunset Boulevard howling after her— perhaps one of the reasons she elected for the prudish presentation.
Certainly, MSP marketing isn’t the same as the dating game, but there are similarities that are worth consideration. You should be cognizant of this fundamental aspect of human psychology: that which is eye-catching will catch eyes. If you don’t ensure your company is full of the glitz and glamour of new technology, some sub-par solution misrepresenting themselves will snatch all your clients and misuse them while you struggle to retain your bottom line.
Play to The Situation’s Reality
From a marketing perspective, it makes sense to play to the truth of a meeting. Understand that people are fickle, and without planning around that fickle nature, you’re not going to close the deals you must. Once you come to this realization, you can design a budget which reflects the reality. Buy a projector of the most top-tier grade on the market. Get the newest iPad or tablet available. Find one of those paper-thin laptops and use the most aesthetically pleasing program you can find to conduct your presentation. Carry around a laser pointer— green or purple; red is outmoded these days. If you want the latest smartphone, all your salespeople should have a “smartwatch”— you get the idea. You want these amateur Sherlock Holmes impersonators to think they’ve got your number: that you’re an upwardly mobile, successful tech company, and the evidence is draped across you in technological hues.
Presentation: It’s Everything
When you have top-tier technology defining your service provisions, clients will:
• Assume you are more successful
• Pay more attention
• Be more likely to close
IT marketing services need to remember that presentation is everything, and you can’t over-emphasize the value of a first impression. So, make your first impression one that can’t be ignored, and deftly conveys cutting edge technological acumen.