Just after— or even before— a holiday is a perfect time for your IT marketing to take advantage of the pitfalls that could happen to a company during the period when most people are not at work. If you take Black Friday as an example, many companies outside of retail are running a skeleton staff and everyone is concentrating on securing the best bargains.
In the past, this has caused havoc with IT systems for retail firms that were not prepared for the increased traffic that occur at this time of year. Obviously, for any company, any time when their system is not available can cost them customers and therefore profits, as well as low productivity from staff and possible bad reviews from unsatisfied clients. So, this is the perfect time to swoop in and be their guardian angel.
Make Sure You Solve Problems
Before any company spends money, they want to be sure they are spending it wisely. You need to do your homework thoroughly to make sure whatever is causing the company in question problems, your solution will take care of it for them. If your prospective client has had trouble coping with the volume of traffic exceeding expectations and leading to infrastructure failure, the obvious solution would be to suggest extra capacity using the cloud.
However, that is just the beginning as it is important to establish what each company’s needs are specifically. A grocery store will have extra requirements that revolve around management solutions for fresh items, and clothing stores lean more towards sizing and pack optimization. And that is before you get into the problems a store has if it has diversified and sells wildly different items.
Make sure you complete thorough investigations so your solutions are a good fit for their exact problems, as opposed to framing a problem so it appears to fit your ready-made solutions.
Make Your Solution Useful
IT marketing can be a tricky thing to get right. Your company may have the best, most complete, ideal solution for a customer, but if the staff who are to work with it have unexpected business practices, it may never get used. Processes within a company tend to become ingrained, even if to an outsider’s eye they seem illogical. There can be internal policies and processes that are followed by the staff within a company, and if your systems are at odds with these, it is highly likely that your solution will never be of benefit to the customer. Again, thorough investigation is key, as careful consideration must be taken of the ways in which business is conducted at your prospective client’s premises so that your solutions can be molded to suit to their way of working.
Quantify Your Changes
Unfortunately, it can be difficult to prove to a customer that your solution for them will save money, time, or in some way improve their business practices. For your marketing to work well, it is important that you can sell your systems on the basis of results, but to do this you will need to be able to measure them in the most effective way.
Businesses and retailers don’t want to spend money on an IT system that doesn’t save them money, increase their profits, or help their work processes in some way. When you are selling and promoting your benefits, it helps to know exactly which of the client’s needs will be met by installing and using your system, and what they can expect to gain. If you have metrics that demonstrate your success, these will illustrate to your prospective customer how useful you and your systems can be to them, which will garner confidence and hopefully make them keen to be your new clients.
If your IT marketing needs a boost, try to entice new clients by using these techniques and suggestions. It is after all the holiday season; time to give yourself a present of a new set of customers.