Selling your value to new customers

In a previous article, I already gave some background information on how we see IT companies often carrying out their commercial activities. The emphasis is on knowledge, technology and, therefore, features and functionality. Of course, this has always been the case for IT resellers who sell products, but strangely enough, also for IT service providers.Strangely enough, we believe that as a service provider, you provide a service that should offer value to your customers every month. Every month they pay for a service that helps and relieves their organisation.

As marketers, we would say that most marketing communications and activities, websites, mailings, events are all aimed at the conscious buyer. He understands what you do, whether skilled or incompetent and is looking for a specific solution. The IT market is relatively young, and in the early days of service providers and IT resellers, the positioning of knowledge and technical/operational advantages was also distinctive. Finding new customers was still possible with, for example, a cold call campaign or a direct mailing.

Those days are over.

The gap with your target group

Because the offer has become much larger, and the knowledge gap is not bridged anymore, the distinction is much more in your value for customers and who you are as an organisation.In our view, this makes the contracting of new customers a commercial problem in the IT sector. IT companies are still growing, but they are increasing mainly with existing customers.

Go up and never stop

Go up and never stop

Finding new customers is now a combination of chance, smartly bidding on tenders or having a few good salespeople on your team. It is much less the result of a deliberately designed and thorough go-to-market campaign. In marketing, people tend to shoot with buckshot, and sales often continue to explain what they offer and its functional benefits stubbornly. This creates a gap with your target audience if you even know your target audience.

Selling your value

And fair is fair, successfully creating a new business is not easy, and you need to be in it for the long haul. A sales process takes a long time, let alone approaching a new target group and successfully converting them into new customers. Based on our years of experience, our ‘out-of-the-box’ mentality and our insight into the IT provider market, we have some tips for gaining new customers:

Look at yourself

This seems contradictory since we’re talking about target audiences and new customers, right? Sure, but success starts with (re)knowing the value you can bring as an organisation, your ambitions, and your DNA. That is the basis for making choices for your business. New customers must fit with you.

Discover your ideal customer

Not every customer suits you. The best customers are those organisations where you can offer direct value in their business, operation and development. Technology is a derivative of this. Your ideal client relates to their organisation and business’s size, dynamics, andDNA/culture. You should preferably speak the same language.

Find the cohesion in a target group

Once you know the ideal organisation for you as a customer, you start looking at where they are grouped. These are logically branches but can also be a combination of a region or just the organisation’s size. It is vital that you understand the dynamics of that target group and that the size or potential is large enough for you.

Discover your value for your target group

Where can your services add value within the target group you have chosen to approach?What is your value proposition? This is where you need to start. The buying process of your new customer starts with awareness and recognition. Trigger relevant developments and themes that play with your target group, and only then explain how you can be valuable.

Organise and activate your commerce

Only after you have completed the 1st steps can you start organising your marketing and sales to approach, and convert, this target group—organisation, planning and value. Organiseyour campaigns with Marketing Automation with your website and LinkedIn as the pivot.Plan the campaigns with relevant content, informative mail flows, and share your value through your marketing and sales.

Some steps are more accessible to implement than others. However, all have to do with conscious choices and organising to bring in new business. Want to know more about how to manage this appropriately? Read our white paper on choosing your go-to-market strategy when bringing in new customers here.

Do you already have immediate questions about this, or would you like to know what is wisefor your organisation to do? Let us think along! In a first business scan, we look together with you at how you can successfully take steps in bringing in new customers. Please contact me via: thijs@force21.eu