By Dick Stark
People want to be told what to do so badly that they will listen to anyone.
The day you sign a client is the day you start losing one.
–Don Draper, Mad Men
BMC wants its partners to focus primarily on new logo opportunities. That is, accounts that are “net new” to BMC and its array of business service management products. And who wouldn’t want new customers? Most sales metrics show that new markets, customers, and products are critical for growth. Not surprisingly, however, and according to Forbes Magazine, new customer acquisition is six to seven times more expensive than maintaining an existing customer.
While Don Draper’s customers in the 1960’s may have wanted to be “told,” that is no longer true today. According to the Corporate Executive Board, prospects are 60 to 70 percent through the sales cycle before they even want to engage with a sales rep. When they do, more often than not they will contact the manufacturer rather than the reseller. Despite advances in automatic dialers, lead lists, and cold calling techniques, if a prospect doesn’t want to be contacted, it is nearly impossible to break through. So how does RightStar become a successful hunter and finder of new business opportunities?
The answer is simple. We must be our client’s expert advisor in the service management space and we must continue to demonstrate thought leadership. Prospects want content and value and we can help give that to them. Here’s how:
ITSM Blogging. Other than me, RightStar has four other bloggers focused on Remedy, ITIL, FootPrints, Remedyforce and Asset Core. A new customer told us that their decision to use RightStar for their professional services was due in part to our FootPrints blogs.
Webinars and Seminars. In Q1, RightStar marketing has orchestrated 17 events: 12 webinars, three lunch and learns, and two tradeshows. Knowing that time is precious, RightStar has focused on more 30-minute webinars with good success. The result: nearly 1000 signups . In Q2, we will roll out a new discussion webinar format utilizing WebEx’s video conferencing capability.
Apollo 13 simulation training. In Q1 we offered a free Apollo session and will follow up with another free session in Q2. Simulation training focuses on problem solving and the value ITIL provides to an organization. Plus it makes ITSM fun and entertaining.
Website updates. Anyone been to the RightStar website lately? We haveadded new content around Remedyforce Winter 14. Additionally, we have 178 videos available on our RightStarTV, YouTube channel. And please don’t miss my discussion on Alf’s Zoo.
We’re off to an excellent thought leadership start in 2014 but we can do even better. Expect more white papers, solution briefs, success stories, and speaking engagements. RightStar will continue to work hard to turn consultants into educators and sales reps into challengers who understand needs and value.