Most data cabling companies face a choice of two distinctly different business development paths.
Some spend most of their marketing, sales, and business development resources pursuing large major bid opportunities with Fortune 1000 enterprises and government entities.
Other data cabling companies do a lot more in the small business space, where installations typically involve networks of anywhere from 10-100 nodes.
However it can be very difficult to profitably market to customers that really only need your services once… with perhaps some small add-on work a few years down the road.
This is because your customer acquisition costs can be quite high relative to the rather limited size of the job.
Think about it…. How much can you really afford to spend on marketing, sales and business development expenses when the upside potential of the projects is say $1,000 - $5,000?
That’s why for many data cabling companies that want to service small businesses, it makes more sense to partner with those technology providers that already have existing relationships with small business owners and managers.
How can you go about finding these movers and shakers that can not only drastically cut the length of your sales cycle, but also provide predictability and stability through constant referrals?
Consider these 5 ways to locate like-minded technology providers that are eager to work with data cabling companies like yours.
1. Look for Those Small Business Tech Providers that Don’t Do Cabling In-House. At the risk of stating the obvious, make sure those VARs, consultants, solution providers, MSPs, and integrators that you choose to partner with are complimentary to your core cabling skills, and not a direct or indirect competitor.
2. Check Out B2B Networking Events. Generally those technology providers that get involved with chamber of commerce organizations, lead sharing groups, and local expos are pretty receptive to building their businesses up on a variety of fronts.
3. Go Where Techies Hang Out. Often-overlooked, IT user groups can be a great way to network both with potential partners and those that routinely subcontract work to data cabling companies like yours.
4. Keep Your Ears Open at Training Events. Ever been to a reseller or channel partner event from an IT giant like Microsoft or Cisco? These confabs are often bursting at the seams with those technology providers eager for opportunity. The key thing… network with those who don’t fulfill the needs that you do.
5. Ask Your Accountant or Attorney to Facilitate Introductions. Chances are, your trusted business advisors like your accountant or attorney have clients that are VARs, consultants, solution providers, MSPs, and integrators. So don’t be shy about letting your trusted business advisors know that you’d appreciate any relevant, appropriate matchmaking. After all, you do already have one important thing in common… you’ve selected the same trusted business advisor.
Most data cabling companies are either excellent marketers or destined to starve themselves out of business. This can be an especially daunting challenge if you work primarily with small businesses. In this short article, we looked at 5 simple, proven, powerful strategies for leveraging the existing relationships of other technology providers to get an instant foot in the door. To learn more about how data cabling companies can attract more steady, high-paying clients, go sign-up for the free tips now at the attached link.
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