These are the slides used during the Sept. 27th presentation of a webinar produced by Performance IT.
Original Session Description: If you are an IT service provider looking to win new business -- and we know who you are! -- join Bob Vogel from B2 Marketing today (Tuesday, Sept. 27, at 1 pm Eastern time for an encore presentation of a webinar he first delivered as Chief Marketing Officer of Autotask Corporation. Bob will be joined by representatives from RapidFire Tools, makers of the Network Detective, to talk about how YOU can use network assessments as the Killer Offer to lure in new clients. Also, learn about how Network Detective makes it so quick, easy, and inexpensive you can offer up free assessments on a scaleable basis. You'll also get briefed on a nifty turnkey marketing kit you can use to generate demand for your offerings. Participants qualify for discounts on both the Network Assessment software and the marketing kit!
Certain images in this document are included for example only and internal use and are copyrights of their respective owners. The overall content is copyright by PerformanceIT and B2Marketing.
1. The Killer Offer for IT Services:
A Proven Way to Win New
Business
Mark Winter Bob Vogel David Hinderer
VP Sales Founder, Sr. Consultant Product Specialist
PerformanceIT, Inc. B2 Marketing RapidFire Tools
3. About Your Presentor
•Bob’s Health check Point A
25+ years of marketing experience
– Marketing guru for the IT channel
– 5+ years driving force behind Autotask’s marketing
– 5+ years as VP of tech marketing at global DM agency
– 15+ running own high tech ad agency in upstate NY
• Author of hundreds of articles and blog posts
on various marketing subject
4. A Killer Offer?
“I’m gonna make him an offer
he can’t refuse.”
-- Don Vito Corleone
The Godfather (1972)
“Take my network
assessment, or else!”
5. What is an “offer”
• What you propose to give
• What you ask for in return
• “What’s in it for me?”
• Not just your price
• It’s “the deal”
6. Example ads with no offers
A U T O T A S K A C A D E M Y W E B I N A R
Managed IT Services Managed IT Services
Secure and Reliable Infrastructure Spam Filtering & Disaster Recovery
Services for Mid Size Companies MS Exchange & More ‐ Contact Us
acxiom.com/IT‐Services www.ccex.com
IT Service Providers IT Support Services
Full IT Business Support Company. Philadelphia area IT Support
Our IT Services Deliver Savings. Small and Mid‐sized Business
www.itsolutions‐inc.com www.datatroop.com
IT Services Company Full Service Computer Co.
Complete Business IT Services. Computer sales, service, network
Fast Response, Contact Us Now! design/install & more (302)428‐1300
Philadelphia, PA Pennsylvania
www.milestechnologies.com www.futurtech.com
7. Sample Ads With Offers
Your IT Service Solution
Save 24% to 60% on IT Costs.
Get Your Free Consultation Today!
www.mindshift.com
Small Business IT Service
Unlimited IT Service ‐ Flat Fee
Full IT Department for 10‐150 Users
www.everonit.com
It Services
Increase Productivity!
Act Now for Free Support Offer.
Philadelphia, PA
www.ssdel.com
8. The Top Direct Marketing Offers of All Time
•Free Trial
•Free Gift
•Bundles
•Discounts
•Buy One Get One
10. 6 Check Points For Your Offer
1. Is your offer relevant?
2. Is your offer specific?
3. Is your offer valuable?
4. Is your offer useful?
5. Is your offer unique?
6. Is your offer exclusive?
11. Other Key Factors For IT Offers
• Targeted at exactly the right audience
• Compelling enough to get you in the door
• Compatible with your organization’s service
• Flexible for any stage of the sales cycle
• Available to deliver immediate gratification
12. Our Next Presenter
A U T O T A S K A C A D E M Y W E B I N A R
David Hinderer
Product Specialist
RapidFire Tools
14. A Network Assessment in < 30 Minutes
Download
1 2
Data Collector
<3 Min. Extract and
Launch App
<2 Min.
3
Verify settings
5 <2 Min.
Upload Data /
Generate Report
<5 Min.
4 Automated
5-20 Min.
Data Collection
15. What the Assessment can Find
1. Assessment Summary
2. Per Domain Assessment
2.1 Domain Controllers
2.2 FSMO Roles
2.3 Organizational Units
2.4 Group Policy Objects
2.5 Users
2.6 Security Groups
2.7 Computers in Domain
2.8 Domain Service: DHCP
2.9 MS SQL Servers
2.10 Web Servers
2.11 Time Servers
2.12 Printers
2.13 Exchange Servers
2.14 Network Shares
2.15 Major Applications
2.16 Domain DNS
3. Internet Access
4. Non A/D Devices
5. Internet Domain
6. System Password Strength Assessment
7. Listening Ports
Appendix I: Detailed Computer Analysis
17. Sample Door Opener #1
Issue Discovered
• Inactive users
Client Risk
• Security / Unauthorized Access
What To Sell
• User audit/ AD clean-up
18. Sample Door Opener #2
Issue Discovered
• Some computers not logged-in
Client Risk
• Poor maintenance / Lack process
What To Sell
• Routine maintenance plan / MSP
19. Sample Door Opener #3
A U T O T A S K A C A D E M Y W E B I N A R
Issue Discovered
• Misalignment of IT asset organization
Client Risk
• Potential for unauthorized access
What To Sell
• Consulting project
20. Sample Door Opener #4
Issue Discovered
• Second domain controller issue
Client Risk
• Single Point of failure
What To Sell
• Consulting project / DR Plan
21. Sample Door Opener #5
Issue Discovered
• Inappropriate user access
Client Risk
• Security
What To Sell
• Network lock down project
22. Sample Door Opener #6
Issue Discovered
• Weak / Insecure passwords
Client Risk
• Security
What To Sell
• Project to set up security policies
23. Sample Door Opener #7
Issue Discovered
• Insecure Protocols In Use
Client Risk
• Security
What To Sell
• Full security audit.
24. Sample Door Opener #8
Issue Discovered
• External Vulnerability
Client Risk
• Hacking and Intrusion
What To Sell
• Project to remediate vulnerabilities
• Completely security audit
25. Sample Door Opener #9
Issue Discovered
• Poor patch management
Client Risk
• Security and malware risk
What To Sell
• Patch Management Services
28. Export What You Uncover
Export to Excel
Use the new Autotask integration
29. The ROI of Network Assessments
A U T O T A S K A C A D E M Y W E B I N A R
Using Network
Assessments
Throughout The
Customer Lifecycle
Mark Winter
VP / Sales
PerformanceIT, Inc.
30. When To Offer The Assessment
A U T O T A S K A C A D E M Y W E B I N A R
Bob’s Health check Point E
Convert To
Opportunity
• Lead Generation
• Pre‐Engagement Check
Create Create Create
Invoice Contract Proposal
• Project For Existing Clients
• Regular “Audits”
32. Case Study: Computer Solutions Group
• Founded in 1996 as a “Box Shop”
• Based in Southern California
• Autotask customer since 2007, currently using RapidFireTools
• Services offered include:
– Managed Services
– Business Continuity Planning
– IT Consulting
– VoIP
– Virtualization
– Email / Spam Protection
– Hardware as a Service
– Hosted Solutions
34. What they do with their leads
• Introductory session with prospect to understand current
set‐up and situation.
• Set up and run the Network Detective scanning tool on
Domain Server
• While scan is running they sit down with prospect for
discovery session to determine company’s goals,
expectations and needs
• After meeting they schedule a time to come back with
results of the assessment.
• They retrieve the scanned data file, return to office, and
run report.
• Based on results, they build a proposal to fix problems
detected, and establish ongoing relationship.
35. Running assessments for existing clients
• Tremendous “Value‐Add” for their existing
customers for 2‐3 hours of work.
• They give them the entire report which has
perceived value of the assessment and the
report is in the $1,200‐$1,500 range.
• CSG charges $600 for clients where they think
it will lead to something bigger
• Client reactions to the report and deliverables
have been very favorable.
36. Better than other assessment tools
• Much quicker to collect the information
• Prospects are more comfortable with no agents
• Gives us data not available with other tools
• Pulls everything into a single output
• Report is automatically produced
• Content is easily edited, customized
37. The Value Of The Annual Subscription
• CSG runs the reports multiple times throughout
the year for all of their clients
• They look at it as a marketing expense, so just
one or two new clients or sold assessments
pays for the software for the entire year
• Much less expensive than buying them one‐off
or in bundles (but available that way)
• They really like automatically getting all the
updates and improvements.
38. The only missing piece: LEADS!
Successful customers are using these tools & techniques
• Promote It on your home page
• Create a dedicated landing page with lead form
• Launch the service with email marketing
• Create a news release – send out over wires
• Tweet & Blog, pointing to your landing page
• Send out lead nurturing letters every 30‐45 days
• Launch a Google Ad campaign to drive more traffic
39. Network Assessment Marketing Kit
A U T O T A S K A C A D E M Y W E B I N A R
www.rapidfiretools.com/B2WebSpecial
4 Service Launch Lead
Generation Letters
Press Release
Web Site Copy
Google Ad Campaign Marketing kits supplied
through B2 Marketing 9 Lead Nurturing Letters PLUS
2 Additional Customer Letters
40. Thanks! Questions?
A U T O T A S K A C A D E M Y W E B I N A R
Offer Slides Deleted From Presentation
Visit:
www.RapidFireTools.com/networkdetective
Notes de l'éditeur
MW- shrink – info:Webinar not begun (red)
MW – based on case history
Founded in 1997Based in Atlanta, GAIT Service Provider, ISV & Autotask UserOver 1000 client accountsSoftware includes:ProactiveWatch™ RMM SolutionTurboDesk™ -- Autotask Service Desk EnhancerEmail2Ticket™ -- Email Parsing Utility For AutotaskNetwork Detective -- Network Assessment Tool
There’s no reason, by the way, that you have to give away a network assessment… I recently ran a poll in the Autotask Community asking this every question, as you can see … 2/3rds of the respondents feel that you should charge for your assessment… even if it’s part of a new biz offer.Steve Meek of the Fulcrum Group in Keller, TX told me, “I am doing a “full” paid one right now (about $27k) and it includes interviewing organization executives, an email survey of end users, DISC profile of IT members and other tasks. I would be interested in considering free assessment to introduce to our outsourced IT service.”Lee Evans, who heads up an IT services company call Vital in the UK, told me “we use Kaseya over a 1 to 2 week period to generate an asset inventory, and asses patch levels, AV status, disk usage, disk fragmentation, prevelance of local administration rights. We also do some ‘investigation’ of our own, and use the Microsoft best practice analysers. We can charge a fee and do it for free. Generally if we are approaching a client we will offer a free assessment in order to open the door. “Ritesh Kapedia from Synchronet in Houston, told me ”Yes, we offer assessments, but they're usually targeted at a specific aspect of IT. For example, storage assessments, security assessments, BCDR assessments, etc. Assessments can take anywhere from 1 day up to a month, depending on scope and depth of analysis. We do not lead with assessments as part of new business efforts, but we do provide them.And, Tom Blandford of Etrepid in Southern Maryland told me, “Network assessments range in their complexity based on may factors, size, no of users, mobility requirements, etc. We will perform a basic assessment at no charge which is more of a scoping to determine what it will take to assume the client. This is usually limited to an inventory of hardware and software, interviews of key users to understand business objectives and high level technology gaps. We use a variety of tools to automate asset collections, however, very often tools that require installation are not permitted because they do not want to “tip off” their existing it dept or service provider that an assessment is being performed.The one thing that I can tell you for certain based on my survey… whether or not people are charging for them, whether they are being used for prospecting, converting one-time project clients to recurring services, or for ongoing customer check-ups, the vast majority of IT service providers I talked to are regularly performing assessments… and most would do more if it were quicker and less costly to perform… which is why we have our last surprise guest… .
Now let’s take a look at a case study of one of our customers, Computer Solutions Group – or CSG.Based in Southern California, they were founded in 1996 as a Box Shop, and have grown their services to include IT Consulting, Business Planning, Managed services and other related services. Scott Spiro and his company were an early adopter and have been using ALL of the RapidFire Tools, including Network Detective, since early this year.
As you can see, Scott provides FREE 2-hour on-site support visits to perform an assessment as a key part of their lead generation, and you can see that they have that offer prominently displayed on their web site. Clicking through presents the details of the offer and allows the prospect to schedule the support visit.As Scott put it, “It works – no doubt about it. This allows me to eliminate any objections and gets me the face-to-face meeting. If I can get in front of the prospective customer, it greatly increases my odds of identifying and selling an offer of my services that will be a good fit.”
The Network Detective offers CSG and the client real value. It gets into enough depth, but not too deep – he keeps the full report and any other detail for chargeable reports – and they do charge.When they go on site, Scott will bring an engineer with him. While he is talking with the customer to develop rapport and understand the business and technology goals and needs, the engineer will run the network assessment. Depending on the time that they have, they like to run the full scan with all of the options including the MBSA for patching and weak password assessment.Before they leave, they schedule a follow-up meeting, which gives them time to review the reports and data and develop their proposal. The Network Detective gives them the insight into the network that they might have missed with the naked idea so that they do not incorrectly price their quote.
Since CSG purchased the unlimited yearly subscription, they also run reports on their existing clients. It gives them tremendous “value-add” that they often charge for but of course requires very little time and effort on their part. In one instance, for a company that they had done some project work, they ran the Network Detective and packaged all of the output. They charged the client $600 – actually showed 1200 on the invoice and discounted it down to the $600. Their client’s reactions have been very favorable.
Their feedback is that the Network Detective is better than other assessment tools because it is very easy and runs quickly. Since it is agentless and nothing is installed on the clients systems or networks, it is completely non-invasive and prospects are more comfortable with the process. They like that they can easily brand and customize the WORD documents and that everything is pulled together seamlessly.
Ok – tying it all together then, the missing piece is HOW TO GENERATE THE LEADS!Here is a list of some of the obvious and not-so obvious ideas that you can use to market Network Assessments as a lead generation.As you saw with CSG – promote it on your main web site page! Make it prominent. Sell it!You will want to have a dedicated landing page with a lead form. This is the detail page that is linked from your main page, and it or copies of it can be used in other marketing efforts.You should then have a campaign that reaches out to your prospects and customers to drive them to your site or landing page, and these can include elements like email marketing, news releases, Google and similar Ad campaigns, and the use of social media. And you will need to continue to nurture your lists on a regular basis.Now, I speak with a lot of service providers every day about RapidFire tools and our ProactiveWatch monitoring system. And while everyone I speak with is VERY technical, not everyone has the time, or wants to spend a lot of time developing the marketing.The good news is that Bob has a very special offer that can get you going quickly!
So finally! What would a webinar about marketing offers be without an offer!I am really excited to be able to tell you how to get going with RapidFire Network Assessment so you can immediately Cut your costs of performing and documenting network assessments Significantly reduce the amount of your time required so that you can perform more sales calls more quickly to close new business!The network assessment is already very affordableat the list price of $49.95 a report or either of the 10 or 25 packs. And the unlimited 1 year subscription is a great deal at $999. With this web special, you save $200 and can purchase the unlimited subscription for just $799 if you buy before Sept 30.Bob– I hope you will agree that this has all the hallmarks of a Good Offer!This is available for a limited time and expires on September 30. It will be removed from the web site.And this is just for the webinar attendees – so it’s exclusive, too!Remember, we offer a 30-day, 100% money back guarantee so you can try it without risk. The final slide has the web link where you can register for these offers, along with my contact information. Please email or call me with any questions!
And here is the most special deal – you can purchase the Network Detective annual subscription AND the Network Assessment marketing kit for just $999! That is a total savings of almost $900 off the full retail price.
Thank you for your time. Please visit www.rapidfiretools.com/B2WebSpecial to order.If you have questions, you can reach me at mwinter@performanceit.com, or david at david@performanceit.com. Or please call 678-323-1300 x2 for sales.We will now open up for Q&A.
