Slow Growth vs Lead Generation Marketing Systems

Now for something a little new for the blog. I asked people for some questions so I could answer them on the blog using video. I only picked out a handful for this method as they reflect issues common to most rather than truly individual scenarios better served in a different forum.

These will be 5 to 10 minute clips of me talking instead of writing out the answers or topics.

I'll be putting out a few to end out 2009 starting this week. Below is the first one:



The question I answered for this post is: When you have a product that everyone (seemingly) likes and that serves your clients well how do you jump off the “slow growth” train and start getting people to ring your phone more often?

Our biggest problem is we cannot seem to get enough inquiries to call or meet with us. I do not know if it’s an issue of exposure or just signs of the times...

Question from Vision Computer Solutions, in Michigan.

This is a terrific question and was picked for this post because it hits home with many technology businesses even those, like Vision Computer Solutions, that are well established and in business for over 10 years. Here's my answer in the video below (10 minutes).

Looking forward to setting up the next video post. As you know, if you have any comments, post them below. If you want to talk about this subject, set it up here for a free 30 minute coaching session.


To Your Business Success

George Sierchio
The Consultant’s Coach

Building an "Iron Cage" Around Your Technology Consulting Business Clients

No the Iron Cage is not a reference to pro wrestling. Well I guess there are similarities since I am referring to placing a cage around your clients so they can’t get out. Actually it’s more like they don’t want to get out because what’s in the cage is a lot better than what’s outside of it.

Everyone’s got their concerns about losing clients in this economy and rightfully so. That’s why high value is so important. High value meaning what you bring to the table helps clients in a way that allows them to effectively continue doing business. You help them to not go out of business as well as be poised for growth in a better economy and that keeps you humming along.




It’s a simple concept right? But how do you do it? The first thing to do is understand that although exceptional services and products are a must, these points are not necessarily going to keep clients from looking elsewhere. What will give them no choice but to stay with you is adding on services and products that are so important, priceless even, that they effectively can’t afford to lose them and suffer the pain it will bring.

Although there are some easier ways to accomplish the Iron Cage, this way just mentioned, if accomplished, can’t be beat. Let’s throw out some examples from outside of the tech world first.

I have a mentor that used to be an owner of a few menswear stores. One of the duties he partook in was buying merchandise for the stores. To help him with this he was part a buying group to leverage discounts from vendors. His annual discounts totaled over 20 times the yearly cost of membership into the group. Needless to say he didn’t leave the group until he sold the business. And he said even if they doubled the price, he would have been stupid to leave. Instead the buying group was the stupid ones for setting up an Iron Cage and not taking advantage of raising prices. But that’s another topic.

As another outside the tech world example, let’s look at a restaurant rewards program. There is a company I know of that provides everything a retail business needs to develop a loyalty rewards program to their customers. Places like restaurants, stores, repair shops, etc. And here is their Iron Cage; they have a terrific turn-key setup that these retailers can utilize very quickly, and it works well. But what happens if a retailer decides not to do a loyalty program anymore? Well, first off they would need a swift kick in the pants as this would be a bad idea. But from the program provider’s point of view, to stop a rewards program will require the retailer to tell all of his point holding customers that their points don’t have any value. Would you want to have to make that decision? That’s an ultimate Iron Cage.

So what super important and ultra valuable things can you add to your services and products?

Can you come up with a discount they could never get themselves for hardware/software/services that are bought or used on a regular basis? Maybe set up a buying group of your own. Are there any services you can add for free (without putting a dent in your pocket) that they would normally have to pay for? Is there a reward you can give to a client for doing a certain amount of business with you or signing a contract for a certain length of time?

The easiest way to think of Iron Cage possibilities is to make a list of activities you want a client to do to help your business out, and come up with a reward for it. Believe me that it works for every business model.

Just keep in mind that we are talking about clients that already employ your business. We always want to make sure they are happy doing business with us, but the Iron Cage is our way to guarantee that straying for any reason is really not worth the effort.

If you get stumped on this, you know where to find me.

Just follow this link to set up a free 30 minute coaching session.



To Your Business Success

George Sierchio
The Consultant’s Coach

Resisting Change- Bad Idea for Small Technology Businesses

Nobody really likes change. And that goes double for business owners. Triple it up for those business owners that have seen decent success.

Unfortunately, things always have to change in one way or another. Clothes go out of style, furniture wears out, and equipment breaks down. That requires a change whether we like it or not. For business owners, even if something seems to be working out really well, something will need to change.




Customers will demand different things, technologies get better and are needed to keep up with everyone else, clients will not respond to the same type of marketing that worked for a long time, salaries and contractor rates will fluctuate, other costs will go up. These will all cause you to make a change in the way you do business.

The good news is that if you are reading this post, you are most likely a small company. So even if you personally do not like to change, at least you know you can. Unlike a big, dumb company, you can make adjustments on the fly that can take a day to a month. Things that would take them the better part of a year.

This nimble status is something to utilize to the fullest. Something that allows you to take advantage of any situation that comes up requiring an adjustment with or without time to really plan for it. Being opportunistic is the name of the game. But being resistant to change is not part of that equation.

No time is a good time to sit back on your laurels and not take a look at how you do things to find improvements. As an entrepreneur, it’s also never a good idea to stop educating yourself on how to improve you and how you run your business.

Believe it or not, the leading cause of most business owners not looking for better ways to run their business and keep themselves educated is not lack of money. It’s also not lack of time. The real problem is a fear of actually having to go through a change in routine. Even more so is taking the risk of executing that change.

Sometimes when a business owner hits a small jackpot, it starts to make them resistant to change. Their drive to take risks starts to diminish as they think "I've done all I can" or "This worked so don't ever look at it again".

Risk taking is a cornerstone of entrepreneurship. And they don’t want to acknowledge that what worked before is no longer working as well. That’s a problem for your business and when trying to get clients on board with a change as well.

Don’t get me wrong. I’m not advocating fixing what is clearly not broken. What I am saying is that even the best things you have going will most likely not be everlasting and those things that are broke or not doing as well as they can should be looked at for a change. And doing so through a fresh set of eyes is usually not a bad idea.

Don’t stop getting new ideas to try out through your constant business education. Keep your eyes open for what’s working for other businesses in or out of your industry that you can adapt and try. And ACTUALLY USE your company’s nimbleness and ability to adjust quickly to your advantage and your clients’ advantage.

Ready for some change? Let's talk about it. Just follow this link to set up a free 30 minute coaching session.



To Your Business Success

George Sierchio
The Consultant’s Coach