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Transforming Your Business into MSP V3
Transcript of Transforming Your Business into MSP V3
BUSINESS INTO AN MSP
NOT a good reason for WHY
NOT a good reason for WHY
Will clients see
in the new service or capability?
Does it fit into your
, or is it
Do you have
create a direction
Here’s the equipment or technology
Here’s the people
Here’s the marketing presence
Here’s how we’ll sell it
Set expectations, milestones, and timeline and take these into consideration
Culture eats strategy for breakfast.
STRATEGY & PLAN
CULTURE OF OPEN-MINDEDNESS
EAGER ACCEPTANCE TO GROW
to become a
it’s a strategic move to keep or get a client in the fold
Everything has a cost to it now – and it’s more than just the investment.
number of existing clients using the new service
number of new clients on board because of adding the new service
is sort of a nebulous term.
nobody can follow you if they don’t know where you’re headed or how you’re getting there.
Direct mail, marketing brochures, sell sheets, product literature, conference
or tradeshow materials
Anything that has to do with
about a business.
You didn’t have a plan
You didn’t commit to see it through
You missed the mark in identifying if your customers would buy this
INTENTIONAL vs CIRCUMSTANTIAL
You can’t build the future on
What was this supposed to
had to happen
for that to be the
did we make that were
how do we change
not selling it
Do you need
specialized sales people
Does sales need to be
trained on it
understand the applications
Are you identifying the
Is marketing putting out
effective consistent messaging
the right people?
Intentional Marketing Communications Provider or MSP
The size of the company doesn’t matter.
The size of the check you can write doesn’t necessarily make the purchase or the decision any more successful.
If you build it they will come.
If you build it, marketing will tell everyone we have it and how wonderful it is.
If you build it, sales will sell it.
Secure Data Management
There has to be direction, and thought given to:
Reps staying in their comfort zone
Reps migrating towards certain types of customers
Reps embracing the new service or technology
Do we have the clients that we can profitably sell these new services to?
How are we going to acquire them?
There’s got to be a game plan
It has to be
100% customer focused.
– commercial/digital print
You were a generalist printer when you woke up this morning, and you’ll be the same when you go to bed tonite
6” deep and a mile wide?
A mile deep and 6” wide?
But it’s not an
of the direct mail they were printing included some form of a custom converted envelope
and adding technology at the back end to help
But in the middle still sits your resounding ability to manufacture –
your core capabilities
A woodworker has 100 tools in his shop
It directly contributed to
overall growth of the company, and It’s now a service that is front and center on their website
How do you change your company’s direction and strategy to match where you want to take the company?
because other printers are doing it.
customers when adding services
when it’s about improvement and efficiencies.
Here is what they need
Here’s what we currently have to offer them
Here’s what else we can bring to them
Me too! Adding the envelope converter as a core service was strategic
Secure data management environment
He operates in a very narrow space
With a very narrow defined area of expertise
Sensibly aligns with his...
Don’t build what you want to build.
Build what they will buy.
So… you want to put another arrow in your quiver!?
Adding technology and capabilities first, and then chasing down customers to use them.
What we lack is the
on the front end to know if this makes sense, and the business plan to sell it.
Printers are awesome implementers
Changing your mindset and reverse engineering your process so we put the customer first…The “FOR WHOM”.
Fast to adapt
But they aren’t always good planners.
Think of it as building a map
You may or may not make money.
You may have to find new skilled labor.
There’s a learning curve.
It didn’t come with built-in marketing.
You need a
For more information contact
You can’t do this without a plan
If it brings value to the current ones, it will bring value to the future ones.
Don’t build what you think they need.
It’s your reputation.
Brings value to customers
I do that too