As I mentioned in my previous post, I really enjoyed my time and Robin Robins’ marketing implementation seminar and came away with a renewed focus and energy for marketing.
But I realize that many MSPs, particularly those really struggling or just getting started, are probably not in a position to spend much money on marketing efforts. When you are in that spot, signing up for all of best training and executing on it can seem nearly impossible. I get it, I’ve been there.
A personal story…
When I first started in this industry, I started a company with 3 other people. We were all equal partners of course, because that’s the quickest way to destroy a company (you get where this is going).
Anyway, to get the business going, the two of us that were responsible for sales sat down at our kitche table (we moved in together to save money – our wives/fiances loved that!) and tooks turns cold-calling out of the phone book all day, every day, for about one month.
By the end of that month, we had our first paying clients and were off to the races.
About 1 year into that business, when we finally had some cash in the bank, two of the partners walked off with the entire bank account, leaving us remaining two partners with nothing. That was one week before my wedding – and it left us with ABSOLUTELY NOTHING. Some partners, eh?
So what did we do?
First, we consulted with our wives (always consult with your wife first!!!) about whether or not we should go get jobs or give the business a second go. Once we agreed we were sticking with it, we sat down at the phones again, and started dialing. And you know what? We survived just fine and ended up selling that business for a small lump of money.
What would I do today if I were in that same position?
Sit down and start dialing!
Cold calling is painful, not the best use of your time in the long run, and sometimes plain scary. BUT IT WORKS. And if you don’t have two nickels to rub together, it’s one of the fastest and most reliable ways of generating new business.
But perhaps the most important thing about cold calling is THAT IT PUTS YOU IN CHARGE. Nothing is more crippling as a struggling entrepreneur than feeling like things are out of your control. Run a newspaper ad and hope for leads to come in, and I can tell you that the time you spend waiting for results will be the most painful of your life. Will they come in? How many? What if nothing happens? What will I do?
With cold calling, there is not waiting for results. You either move a deal forward or you don’t every time you call. Picking up the phone and dialing is 100% up to you. Dial the damn thing 100-200 times and I can almost guarantee you that you will find an interested prospect. And nothing will feel better than when you do.
If you are managed service provider that is struggling with sales and don’t know what to do – GET DIALING.
MRC
PS – my wife stuck through that tough time with me and many since; that’s all an entrepreneur and husband can ask for! Many thanks to her!
