Networking Secrets for MSPs - How to move from IT guy to Trusted Advisor and land 'whales'

Networking meetings are a gold mine for breaking into a market. The information you can collect is some of the most important sales data you can collect for a localized business.?

• Learn what the local pain points in a market
• Find other business owners to practice your pitch
• Gain strong referral sources

To do the things above you have to do it RIGHT. If you're off your game or stage things wrong you end up in a cycle of no leads and countless hours “networking”.?

In this short workbook. You will get what you need to be win friends, influence people and book calls.??

Lose your business cards

Take a minute and think.?

How many business cards have you ever seen that you kept?

How many have you seen that you just HAD to show your friends??

How many were so awesome that you posted to Facebook about them??

For me personally, the number is 3. I have gotten 3 business cards in all the years at networking events that were so awesome that I had to share them. Those cards where over $1 each.?

There is so much static in networking meetings that the best thing you can do is LOSE them, or RUN OUT.?

“Don’t hand out cards, get cards.”

TO DO The next networking meeting you go to collect other people’s cards. Talk to them briefly and then if you want a meeting put a dot in the top left corner of the card. If you never want to pitch them place a dash.? After the networking meeting add the DOTs to your CRM and start messaging them to set a meeting.

Use a Rocket Pitch not an Elevator Pitch!

I love how everyone has the same LAME intro. I sat there one day and did the math. 90% of the room ignored the person giving their 15 second intro. The other 10% were listening because they were up in just a few places.?

The normal Elevator Pitch follows a pattern that has become white noise and is ignored. It also doesn’t get attention over the other people in the room.?

Things to NEVER DO… The wrong way vrs the Local Loves Local way!

• Do not list all your services: The laundry list is boring, and no one cares. Answer the pain, give the solution.?
• Laundry List: “We rent tuxedos, and custom tailor suites.”
• The Local Loves Local way: “We make men look good!”?
• Do not use generic sweeping statements
• Boring Way: “We provide Enterprise Solutions” ? YAWN
• The Local Loves Local way: “We make MAGIC Happen!”

Things You have to do 100% of the time.

• Break the normal pattern
• The NORM : “Good morning, I’m Vikki with X, and I……” WHO CARES
• Local loves local Way: “I transform IT MSPs into local legends that get their dream clients calling them and sending them referrals.”?
• Build 10 pitches and memorize them
• Use a different pitch each week (if you're different they listen)

The Pattern Disrupt

• Intro Illustration
• Poke the pain
• Give the Benefit
• Strong Call to action

Example (One of Vikki’s that has proven to work)

“Good Morning Ladies and Gentlemen… I transform IT MSPs into local business heroes. I build out referral systems that both build and leverage local business relationships.? Escape the spray and pray marketing tactics that so many in the industry are still trapped in. This week I am looking for 3 business owners to talk to about? becoming a local initiative champion. I only have 3 spots so the 1st 3 to get me cards I will set a meeting with.”

Set Meetings Don’t Have Meetings

One of the biggest reasons networking meetings can kill productivity is because so many fall into this DEATH TRAP.?

You end up talking to 1 or maybe 2 people because they need to ask you something real quick.?

DO NOT FALL INTO THIS

If someone needs more than 1 minute you need to get a card and call them AFTER to set a meeting.?

The only way networking meetings work to grow your business is if you can get meetings set. If you end up having meetings at these events you will get stuck into a pattern that slows down your prospecting.?

Vikki’s Script

“I’m sorry, I need to go set a meeting with X real quick. Tell you what, give me your card. I will call you right after this and we can talk for a few without interruptions and I can give you my undivided attention. Do you have a card on you?”? -you have to call this person, but add your dot or dash so you know how much effort to put into it.

Ask for Favors Not Referrals

People love to help people. It makes us feel good to help others in need. By framing you statements as a “Favor” you will massively increase your response. Do not do this openly but personally.?

As you get the chance to share what you do 1 on 1 you ask.?

“If you can do me a favor, I need to have 3 sales meetings this week. I currently have 2 booked. If you know anyone or even if you would like to see what I do in more detail.”

By making the request personal you will get people to help you keep your calendar full of meetings.?

The key to this, you have to reciprocate and help others. The more you help the MORE aggressive they will help you. In general people are all looking out for THEMSELVES at these meetings and they tend to not personalize it.

Use Different Lingo (common is white noise)

I have to take coffee with me every time I go to a networking meeting. They all sound the same to me because business owners copy each other's pattern for presentations and elevator pitches.?

Your goal here is to listen to how your competitors are framing themselves and then goto the next level.?

Talk to what your ideal clients pains are and in the vocabulary they understand.?

In Digital Marketing the industry lingo includes

“SEO, Rankings, Analytics, Algorithm, Local SEO, SERPS”?

There is no place for this vocabulary unless you're bringing people out of it and shifting the mindset to what you want to target. You set the frame and the focal point.?

Think of the pain point and the jargon used IN your industry. Reword it to focus on the pain point in your prospects common vocabulary. Do NOT make them think.

Prequalify at the Meeting

I have already shared with you how to mark business cards to know who you want to meet with. Now let me give you the basic checklist to know how to mark the cards. Use this as your basic list, and build it to fit your market.?

• Does this person earn more than xx per sale??
• Do they have a pain that I can solve??
• Are they highly respected in the market / industry??

As I talk to someone I try to qualify them. The first question is so I can estimate if I can earn them more money with what I do. If you can show ROI to them for working with you, your conversion rate triples.?

“Features Tell, Benefits SELL!”

I am trying to summarize their pain in my head so I know how to give them a benefit to what I provide. At this point features are irrelevant. My call to action at networking meetings is ALWAYS to set a meeting.?

If someone fails the first two I then ask myself. “CAN THEY GIVE ME A BUNCH OF REFERRALS?” If the answer to that is no. Then it is a quick DASH.? NEXT…..

Use a Mafia offer in your 15 sec pitch

A Mafia offer is one they just can’t refuse. In your 15 seconds of fame that week why not use one and book meetings.?

Here is my checklist of things you need in a mafia offer.?

• Scarcity - Limit how many can take you up on it.?
• Time - I need it this week
• Low Friction - Easy to get?
• Freebie - Throw something in for them. ($5 Starbucks gift cards work well)?

I always place these at the very end of my time. The only take a couple of seconds and generate results. I normally have people tossing me business cards from this offer.?

“This week I need 2 people to listen to my presentation and give me feedback, there is nothing to buy, and in turn I will walk you through a market segment that shows you potential ROI in your industry.”

Be early, talk to who is presenting, help them set up

This is SO overlooked by EVERYONE else. At most networking meetings the presenter shows up early to make sure the room is set up, and to put worksheets at each seat. If you are there and help do what they need and help lower their stress, 9 out of 10 times they will mention you and thank you for helping them as they start their presentation.?

This is subtle but powerful. It gets your name mentioned at a point in the meeting when people are the most engaged and listening. This plays towards the ISYOT effect.?

ISYOT = ?I’ve SEEN YOU OUT THERE

This also puts this person in the mindset that you always help. By performing small acts of service often you become the friend of all and when you stack that on top of your positioning as an expert. Setting meetings becomes as simple as “Hey, I got something to show you, can I buy you a coffee?”

Dress Appropriately for the Environment

I don’t know why this isn’t common sense. But for some reason I need to put it here.?

Here are some words of wisdom from my Dad!? Not sure if it’s his statement or one he borrowed, but I heard it from him so I’ll give him the credit.

“Always dress up, never dress down” Jimmy Cahill

Treat everyone as if they are the single most important person you are there to meet. ENGAGE on a personal level.?

Set Authority Status

Create a referral program that rewards people for signing up

Create a business series podcast that inspires rising entrepreneurs and interview established business owners in your networking group.

Set up your own initiative that gives back to a local charity

EASY! (Shameless plug, our system does this for you automatically!)

About me

I managed an IT helpdesk for 15 years before leaving to do a post grad which led me to a consulting career where I worked with MSPs to build out client acquisition models.?Everything I create or build is based on research with MSPs.?I created the Local Loves Local system which is a branded referral system designed to build and leverage business relationships that transform you into trusted advisor in your area. The system was created following a cumulation of 18 months of research with MSPs which resulted in a number of whitepapers.

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