When a technology disaster strikes a business organization, it can be very difficult to market a better solution to its decision makers. There may not be tragic body counts and the office building might remain standing. Yet regardless, their state of mind couldn’t care less about the difference. You will still come off as shamelessly opportunistic and might even be suspected of the attack.
So which is better? That your IT leads come through a hotline?
When you first think about it, it sounds like the better idea. Something bad happened in a prospect’s organization. They need help. Things are a mess. It’s like they’re practically begging you to play the superhero.
But on the other hand, aren’t you forgetting something about superheroes? They’re kinda expected to save the day… for free. (Luke Cage may be one of the exceptions, but it’s still a general rule right?)
This isn’t a bad thing, of course! There’s a lot of good karma for being selfless in someone’s hopeless situation. You build a good reputation. More people grow to trust your organization. It’s also a good story to tell during webinars and your own blog.
If none of these are the return you’re looking for, then you might have to reconsider using a hotline for your source of IT leads. Remember, leads are defined as:
- Sales-ready – A prospect under urgent stress is hardly in the right state of mind to be making sound buying decisions. In fact, don’t you think it’s pretty harsh to impose any sort of cost when they’re currently experiencing a crisis?
- Available – You don’t only have to avoid talking about budgets, but also about time constraints. Organizations can suffer their own version of PTSD after devastating losses from hacker attacks are other similar disasters. They need time to heal (which is pretty much the only thing they’d like to speed up on).
- Strong rapport – Again, it’s not good to start pitching in front of somebody that just had a whirlwind tossed their way. It makes it look like you were expecting these things to happen and you’re just cashing. The only way to build trust this way is to forsake any hope of getting an immediate return.
So where does that leave you? Back to square one? Not necessarily. You can always just avoid marketing to organizations that you’ve learned to have been hit. Or, you can also give them the help they’re looking for without asking for any immediate returns. If you have the patience for the latter, why not?