Sales Is Storytelling
Your IT marketing plan needs to tell a story to secure clients in the modern world. It can’t just be any story, though. You can’t send your marketing team out in the wide sea of potential prospects singing some “swan song” about dreamland. You’ve got to give your sales team a secure foundation from which to construct their storytelling, draw in prospects, and convert them into clientele. Three elements of the modern marketing storytelling approach include:
- The customer’s story
- The story of the industry the customer is in
- The story surrounding your brand or product
There’s really a formula at play here. If you add the customer story to the story of the industry; you’ll be able to design a story pertaining to your product which, most comprehensively, affects the prospective client.
The Customer’s Story
IT marketing might do well to build client profiles that can be used to arm those in acquisition. You’ll want to look at existing clients, your ideal clients, and factors which characterize the industry. This is one reason your best brand or product story is the sum of a customer story and an industry story. The two go hand in hand.
If you want to understand those to whom you’re catering, you’ve got to understand where they’re coming from. Take a retail organization, as an example. A burgeoning retailer will have a different customer story than an established one. The burgeoning solution is looking to cut operational costs and expand their impact amidst other retailers in the industry. An established organization is trying to maintain their current hold and fight off the upstarts.
You need to know where your clients are at in their operational cycle to be most effective. You need to have a persona and a few probing questions should help you choose which story “tack” to take. Then you can tell a story and include real-world examples which hit your client at their core. For example, you might build a narrative around a retail organization losing an unnecessary $20k a month and seeing a competitor outpace them. Then, that retailer implemented a cloud-based IoT management approach and saved $100k in a year, allowing them to pull ahead of competitors. If you can cite a case-study at that point, you’ll have made a very compelling case that may convert a prospect.
The Industry Story
Where is the industry? Where is it going? Where has it been? Are substantial changes coming? Do anachronistic infrastructural solutions characterize egress? In America’s prison systems, many have yet to upgrade beyond paper record-keeping. The digital age has missed hundreds, if not thousands, of prisons. There’s a vast market for IoT and other cloud-related internet solutions there. Security will be their prime concern. Right now, MSPs who can bring an “intranet” to correctional facilities is making a killing.
What does your IT company do and how have you, specifically, helped clients in the past? Focus on where you’ve served clients similar to prospects. Bring numbers to the table. Show how what you’ve done has saved them operational costs, allowing them to expand forward and even purchase new services from you. Be as transparent as possible and show how building a relationship with your MSP can lead to thousands in savings for your clients and better computer systems to boot.
Think of the customer’s story and the industry story as the first installments of a trilogy. Think of your business’s story as the final installment. “The Return of the Jedi”, if you will. You’re pulling out all the stops and showing how the other stories fit in. Tell where you come from, where you’re going, and how you can specifically help out. If you target the right prospects, you’ll always be able to show how you can, specifically, help them out in their industry.
A Comprehensive Narrative
IT marketing that understands what it is selling, to whom, and how client industries intermingle with your MSP is likely to make more conversions. Design prospective persona profiles and arm your sales team for success. If they can tell a story, they can make a sale.