When performing IT support marketing, you may be tempted to go for the old-fashioned Jedi mind trick approach. In this post, we'll be discussing that approach, but we'll also be telling you why it may not be the ideal sales technique for your marketing plan.
Let's begin.
What is the Jedi Mind Trick in marketing?
If you're not familiar with Star Wars, this requires a brief explanation. As far back as the first movie, Obi Wan Kenobi demonstrated to audiences all around the world how easy it was to overpower people with weak minds. In a memorable scene at a tense security checkpoint, Stormtroopers demand to see identification. Obi Wan insists that they don't need identification, and says "These aren't the droids you're looking for".
Now, you may be wondering what this has to do with marketing. A lot, actually! The closest parallel to the Jedi mind trick in marketing is by applying simple sales pressure. This is done by insisting something is available only for a limited time or in a limited quantity (even when they aren't), or that they're coming at a massive discount (when it's actually minor). This can also manifest in sales phone calls and emails.
To some of you, this might just sound like regular old marketing. What's the issue?
What's so bad about this approach?
The issue is, you're marketing IT support. This means that you aren't dealing with gullible consumers who can easily be tricked into doing just about anything: you're working with serious businessmen who have likely taken a class or two in marketing and knows these tricks when they see them. Attempting to apply obvious sales pressure to someone with good business acumen or negotiating skills will not only make you look clumsy and inexperienced, it'll also foster their distrust of you and your services. If you can't honestly market your services without stooping to bottom-of-the-barrel tricks, why should they work with you?
Being overly aggressive and forward won't do anything for your marketing. What will happen is that prospective marketing leads and business partners will develop a bad taste in their mouths when you come to mind, all because you messed up on your pitch. You can avoid this, of course -- but how?
What should I do instead?
By doing some real marketing! Be open and honest when communicating with potential business partners: don't try to lie or deceive them into anything. Make sure they have as much information as possible, and that you answer any questions they might have. Technology is a really dense field for the uninitiated, and you going the extra mile to demystify it for them will go a long way in getting you the partnership you want. Of course, being nice isn't enough: you also have to offer a legitimately good plan.
