Most
data cabling companies face a choice of two distinctly different
business development paths.
Some spend most of their marketing, sales, and business
development resources pursuing large major bid opportunities with
Fortune 1000 enterprises and government entities.
Other data cabling companies do a lot more in the small
business space, where installations typically involve networks of
anywhere from 10-100 nodes.
However it can be very difficult to profitably market to
customers that really only need your services once… with perhaps some
small add-on work a few years down the road.
This is because your customer acquisition costs can be
quite high relative to the rather limited size of the job.
Think about it…. How much can you really afford to
spend on marketing, sales and business development expenses when the
upside potential of the projects is say $1,000-,$5,000?
That’s why for many data cabling companies that want
to service small businesses, it makes more sense to partner with those
technology providers that already have existing relationships with small
business owners and managers.
How can you go about finding these movers and shakers
that can not only drastically cut the length of your sales cycle, but
also provide predictability and stability through constant referrals?
Consider these 5 ways to locate like-minded technology
providers that are eager to work with data cabling companies like yours.
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Look for Those Small Business Tech Providers that
Don’t Do Cabling In-House. At the risk of stating the obvious,
make sure those VARs, consultants, solution providers, MSPs, and
integrators that you choose to partner with are complimentary to
your core cabling skills, and not a direct or indirect competitor.
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Check Out B2B Networking Events. Generally
those technology providers that get involved with chamber of
commerce organizations, lead sharing groups, and local expos are
pretty receptive to building their businesses up on a variety of
fronts.
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Go Where Techies Hang Out. Often-overlooked,
IT user groups can be a great way to network both with potential
partners and those that routinely subcontract work to data cabling
companies like yours.
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Keep Your Ears Open at Training Events. Ever
been to a reseller or channel partner event from an IT giant like
Microsoft or Cisco? These confabs are often bursting at the seams
with those technology providers eager for opportunity. The key thing…
network with those who don’t fulfill the needs that you do.
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Ask Your Accountant or Attorney to Facilitate
Introductions. Chances are, your trusted business advisors like
your accountant or attorney have clients that are VARs, consultants,
solution providers, MSPs, and integrators. So don’t be shy about
letting your trusted business advisors know that you’d appreciate
any relevant, appropriate matchmaking. After all, you do already
have one important thing in common… you’ve selected the same
trusted business advisor.
Most data cabling companies are either excellent
marketers or destined to starve themselves out of business. This can be
an especially daunting challenge if you work primarily with small
businesses. In this short article, we looked at 5 simple, proven,
powerful strategies for leveraging the existing relationships of other
technology providers to get an instant foot in the door. To learn more
about how data cabling companies can attract more steady, high-paying
clients, go sign-up now for the free
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