One of the biggest reasons some IT businesses fail is due to the lack of any systematic approach to generating enough high-quality, qualified Leads. However, the real battle is not getting the leads into the sales funnel, it’s an inability to turn these high-quality leads into clients...

1. The Biggest Reason
IT Companies Fail
Presented by Kevin Melia and Carl Da-Costa-Greaves

2. 2
2
From Surviving to Thriving

3. 3 From Surviving to Thriving
One of the biggest reasons IT businesses fail is due to the lack of any
systematic approach to generating enough high-quality, qualified Leads.
However, the real battle is not getting the leads into the sales funnel, it’s
an inability to turn these high-quality leads into clients.

4. 4 From Surviving to Thriving
Most small companies can go
from surviving to thriving with the
generation of 6-8 new clients.
Thriving
Surviving

5. 5 From Surviving to Thriving
Consider this
If you tasked yourself with getting a
defined number of appointments
each week and made this your
number one goal, rather than just
collecting email addresses. What
do you think would happen to your
client acquisition rate?

6. 6 From Surviving to Thriving
Company A, B and C have a goal to increase revenue by £250,000 in
12 months. Company A operates on a £500 per month retainer basis,
Company B operates on a £3,000 per month retainer basis and
Company C operates on a £5,000 per month retainer basis.
How many new clients would each company need in order to hit
their target increase of £250,000 in 12 months?

7. 7 From Surviving to Thriving
Company A
at £500/month
42
clients in total Company B
at £3,000/month
7
clients in total
Company C
at £5,000/month
4
clients in total
A
B
C

8. 8 From Surviving to Thriving
Which company are you most like? How many qualified appointments
would you need to close that many clients?
There is your focus.

9. 9
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Where to Start?

10. 10
Strip away everyone you can help and focus on the people you
can help the most and the fastest.
Where to Start?

11. 11 Where to Start?
It can be done using your Lead
Generation Strategy or through a
bought in list. Even existing clients.
What about Facebook or
LinkedIn? It really doesn’t matter
how you build the list. The key
focus lies in the next step

12. 12 Where to Start?
Deliver Value
A content upgrade is offering content
which is highly attractive to your
target audience. When people view
that content, they are offered
something even more insightful and
even more valuable, so much so that
it drives them to complete a specific
action in order to get the upgrade.

13. 13 Where to Start?
If you’ve researched
your audience and
targeted them correctly,
then the likelihood is that
they are going to be
interested in what you
send them...
…and even
more interested
in getting the
free content
upgrade.

14. 14 Where to Start?
When they sign up for this
premium content – which
could be via a simple
“enter your email address
to download our template”,
they are signalling to you
that they are now even
more interested in what
you have to say.
John Smith
John.Smith@email.co.uk
Download
Fill out the form to download template

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So Far So Good?

16. 16 So Far So Good?
For all of this to work, you need to do your research – ideally conduct
persona profiling so you can identify and address an obvious big
problem that your target customer has.

17. 17 So Far So Good?
Example:
Company C provides IT Consultancy
Services. They have identified
opportunities where they can help and
advise business with their IT processes
and systems. Company C has uncovered
a challenge surrounding issues relating to
the recent rise in Ransomware.

18. 18 So Far So Good?
The topic could be: How to stop your company from being held to
Ransom? A news article or short guide would be written around the
problem, making sure it’s packed full of valuable insights. Maybe even
provide an educational explainer video on the subject. Once the core
content communication has been created, then the upgrade can be
included. In this scenario, a free download tool could be offered as the
content upgrade.

19. 19 So Far So Good?
Once you have your content communication and content upgrade in
place, then promote the upgrade like crazy, through email or social
media.

20. 20 So Far So Good?
The conversions will soon
start to roll in. When they do,
qualify them rigorously to see
if you actually want to work
with this potential client. Do
they still meet the persona
profiling criteria of your ideal
client? If the answer is yes,
then respond to them
personally.

21. 21 So Far So Good?
Remember, we
are only talking
small numbers
here, so personal
is doable...
The response
needs to be crafted
in a way which
makes the recipient
feel like what you’re
offering is just for
them.

22. 22 So Far So Good?
This last step is to give them another value rich offer they can’t
refuse. Remember, these are people who have already signalled their
interest in the content upgrade, so it is highly likely that they are going
to be very interested in this next step. This final step is the only sure
way to move these leads along the sales pipeline from “interested” to
actual “clients”.

23. 23 So Far So Good?
So, ask them, “Would you
like me to show you how to
prevent your company from
being held to Ransom?”

24. 24 So Far So Good?
Put a disclaimer in “Even though I
know I can help you to put robust
systems and processes in place that
will help to combat any ransomware
threats, I need to warn you that I
can’t help everyone.
I can only help people who are
willing to invest a bit of time upfront
and work hard at getting a return on
what I ask them to do.”

25. 25 So Far So Good?
Then offer them a choice of 2-time
slots to secure the appointment.
Remember, these aren’t sales
appointments. These are
consultations where you offer an
hour of your valuable time to help
them build a plan of action,
specifically starting with the original
problem you identified in your
opening communication.

26. 26 So Far So Good?
Even if this contact doesn’t end up
becoming a client, this professional
and systematic approach will
distinguish you as someone who
has a reputation of delivering value,
whether you win them or not.

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