Updated: Jan 27, 2021
Let's Face It...
IT and cyber security requires deep technical insight.
As someone in the space you know this all to well. However, many tech-minded business owners are intimidated by the vast amount of knowledge required to succeed in the sales, marketing and customer service space.
It's no wonder really...
Not only do you have enough work on your plate trying to keep your products ahead of the game, you now feel responsible for staying ahead of the game in the revenue space - that's a full-time career on it's own!
Most technically minded business owners really do excel in what they do - in a way, you're an artist. There is so much effort that goes into creating fantastic solutions that truly are what your clients need but for some reason, most people you speak to just don't seem to get it.
Why is this?
Well, from my experience it's because you simply aren't equipped with the skills needed to succeed.
Conveying information from one person to another seems like a pretty simple exercise right?
You describe the solution, throw in a couple of benefits and send it to people.... Well I'm here to tell you it doesn't quite work like that.
Let me put it another way - let's say you speak in Python, and you're trying to convey a message to someone else that speaks HTML, you're going to run into some issues. Well for the most part, you're doing this with your marketing and sales efforts without even realising it!
Here's the rub, you're probably not even aware of 95% of the communication errors you're making trying to speak with you prospective buyers right now. Here's another one for you...
Do any of your first-touch outbound comms open with a request for a meeting?
Well - that might of worked 10 years ago but these days it's just a waste of time. Instead, try sending them a useful article or some insight that they can actually take value from. You want to be showing value at least 7 (yes, 7!) times before you ask for a sale - this is your optimum.
I know it sounds like a lot of work...
Many people similar to you are going to bury their heads in the sand at the thought of this, most will read this article and run for the hills telling themselves:
"What we have works and we don't need to change!"
Well, if that's you - then don't read any further.
But if you are one of the few that recognises how communication has changed over the past 10 years, then read on.
The fact of the matter is you need someone that understands this stuff - really, you simply won't be able to even peek above the parapet without understanding to a fairly deep level how sales, marketing and customer service is going to be evolving over the coming years.
You could spend the next 5 years playing catch up, doing courses (Hubspot Academy is great by the way) and reading technical evaluations of the ever changing space, or you could just find someone that already knows this stuff, has a proven track record, their own methodology and a team ready to facilitate growth.
Just a thought.
Pause here. (No, really - don't just skip this bit because you think you already know this stuff)
Take two minutes to think about what you're good at, write the main points down. Now write down your weaknesses - then double down on your strengths and find people the have done the same but in the areas of your weaknesses.
Henry Ford barely knew anything about the technical workings of his engines, he didn't need to - he had a set of push buttons on his desk that could summon someone that could answer any question he wanted, whenever he needed it. Henry Ford recognised his strengths in building companies.
These days we have Google to answer our questions, but do you have the right people to implement the answers?
Send me a message if you'd like me to spend an hour with you talking about your sales, marketing and customer service. I'll do my best to leave you with some suggestions on how you can facilitate a sharper growth trajectory.