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  • #979153
    Ben__Young
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    • Total posts: 25
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    Hi All,

    I hope i’m posting this in the right place, if i’m not someone let me know :)

    I’ve been struggling with a problem for a number of months now.

    I run a company and that company is a “service provider”, Every business that has a website needs this “service” or they can’t have a website.
    Now i understand that there are lots of new businesses starting everyday and advertising can get their business but I also know that there are 100’s of thousands of Australian businesses that currently have a website. I can list off 10-15 reasons as to why people should consider switching their services to us, I can authorize 50% discounts for customers that switch from another provider but I still don’t seem to be seeing people moving their services or even enquiring. I guess this could just be one of those million dollar questions and every other member on here would like to know the answer if i find it but then again someone might have the answer.

    Any help or suggestions would be greatly appreciated.

    Thanks in advance,
    Ben

    #1112357
    kathiemt
    Member
    • Total posts: 1,167
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    How do people know you exist Ben? You’ve already mentioned numbers above and this is the challenge you, and all business service providers have. Is letting others know you exist. You don’t have a signature block set up here so no-one can go to your website – unless, of course, we go check your profile and it’s listed there. But you want to make it easy on people – don’t make them hunt for your link!

    Do you have it in your signature blocks in forums and your emails – this is your business card online.
    What directories have you listed with? (I’m talking business directories, council directories, etc)
    Do you write regular content or update your site regularly so it remains a fresh updated site?
    Do you write a newsletter and send it out to your existing contact list?
    Are you on Facebook, Twitter, Linkedin and elsewhere?

    It’s all about getting your name and links out there so please share with us what you have done and then perhaps we can help fill in the gaps and even maybe answers.

    #1112358
    Divert To Mobile
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    • Total posts: 2,751
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    Hi Ben, Your talking hosting?

    If so hosting is often one of those set and forget services. Most businesses are paying around $150 p.a for hosting, even with a 50% discount its hard to justify the disruption in a move. Especially if there is no ‘real’ problem with the current host.
    To begin with your going to have to make the transition seamless,
    your going to have to offer something that the other hosting providers don’t have.

    Possibly mapi or webdav mail integration, I think if your hosting offered mail that truly synchronised mail, contacts, and calendar across all their devices that would be enough point of difference to win it for you.

    Steve

    #1112359
    Anonymous
    Guest
    • Total posts: 11,464
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    Hi Ben,

    From a marketing perspective, you need to put yourself in your target market’s shoes.

    At the moment, all the messages you’re thinking about are to do with the benefits of switching, but have you considered the costs of switching?

    In many cases, those costs aren’t financial. For example, (without knowing exactly what you’re selling), your target market may think:

    • For a saving of $X, it’s not worth the hassle.
    • I can make more than that much money in the two hours it would take me to make the switch, so it would actually cost me money to do it.
    • I know my current system works, and I’d rather pay more than risk switching to something that doesn’t
    • I hate doing admin and would rather have all my services with one provider for an extra $X per year than have to pay an extra bill each month
    • I like having all my services with one provider because if anything goes wrong there’s only one helpline I need to call and I know they’ll need to sort it out and not palm off responsibility on to someone else.

    Once you’ve got a good idea of the objections to switching, you’ll also have a better idea of how to overcome them in your marketing.

    Hope that helps – and thank you for giving me an idea for my next blog post! :D
    Jayne

    #1112360
    AGMBris
    Member
    • Total posts: 319
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    Hi Ben

    I agree with the people posting here on a few levels.

    You are in a very competitive market and getting known is difficult. Exposure to the business market is something you will have to put some time into, especially SEO as this hosting market is pretty much all online.

    The other thing for me is educating people or letting them know you can take all the complications out of the move for them. Hosting to us may seem second nature as to how it all works but most people see it as a foreign language.

    Have you considered making it a “simple to move” pitch to the market? Step by step and easy process. It won’t only be price that wins them in that the time away from their business is more important.

    Good luck

    #1112361
    Blp_Sales
    Member
    • Total posts: 31
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    Hi Ben,

    I agree with the comments above, you need to understand the consumers objections, so you can handle them.

    However, if it is hosting or something similar, which for a lot of people can be a set and forget, have you thought about aligning yourself with some web designers, web development companies, so you are the default? This could be a way to get some good wins early.

    BLP

    #1112362
    Hamish Jones
    Member
    • Total posts: 14
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    It sounds like you are talking hosting.

    The thing is that hosting is not that expensive so the saving may not be that enticing a reason to change.

    Perhaps you would be better suited targeting those business owners that don’t currently have a website – there still are plenty of them out there.

    Sell them a template website bundled with a hosting package perhaps?

    Ben__Young, post: 125347 wrote:
    Hi All,

    I hope i’m posting this in the right place, if i’m not someone let me know :)

    I’ve been struggling with a problem for a number of months now.

    I run a company and that company is a “service provider”, Every business that has a website needs this “service” or they can’t have a website.
    Now i understand that there are lots of new businesses starting everyday and advertising can get their business but I also know that there are 100’s of thousands of Australian businesses that currently have a website. I can list off 10-15 reasons as to why people should consider switching their services to us, I can authorize 50% discounts for customers that switch from another provider but I still don’t seem to be seeing people moving their services or even enquiring. I guess this could just be one of those million dollar questions and every other member on here would like to know the answer if i find it but then again someone might have the answer.

    Any help or suggestions would be greatly appreciated.

    Thanks in advance,
    Ben

    #1112363
    travelmaster
    Member
    • Total posts: 200
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    Ben__Young, post: 125347 wrote:
    Hi All,

    I can list off 10-15 reasons as to why people should consider switching their services to us,

    Ok, what are they ?

    #1112364
    TobyCouchman
    Member
    • Total posts: 7
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    If it is in fact hosting you are talking about. Maybe you should try repositioning your offer. Try adding an extra service like traffic services, SEO, PPC etc

    Targeting business owners has helped me a lot. If you can become the preferred supplier to a digital agency or graphic designer they will move all or most of their sites across to your service.

    The key here is networking and pitching your service as specialised or boutique. Let them know that they wont be just one of the herd they’re special. Couple this with over the top customer service and you might just have a winner.

    Cheers
    TC

    #1112365
    MatthewKeath
    Member
    • Total posts: 3,184
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    It’s a lot harder to convince people that are happy with their service than it is to get people who are new customers or people who are not happy with their current provider.

    I would concentrate on those customers and try to build your base and get the money coming in.

    Remember, you are in a very very competitive area, and you seem like a very new business, so it’s going to take time to get some traction. Because your site is down I couldn’t learn WHY people should choose you over other hosts.

    #1112366
    Ben__Young
    Member
    • Total posts: 25
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    kathiemt, post: 125349 wrote:
    How do people know you exist Ben? You’ve already mentioned numbers above and this is the challenge you, and all business service providers have. Is letting others know you exist. You don’t have a signature block set up here so no-one can go to your website – unless, of course, we go check your profile and it’s listed there. But you want to make it easy on people – don’t make them hunt for your link!

    Do you have it in your signature blocks in forums and your emails – this is your business card online.
    What directories have you listed with? (I’m talking business directories, council directories, etc)
    Do you write regular content or update your site regularly so it remains a fresh updated site?
    Do you write a newsletter and send it out to your existing contact list?
    Are you on Facebook, Twitter, Linkedin and elsewhere?

    It’s all about getting your name and links out there so please share with us what you have done and then perhaps we can help fill in the gaps and even maybe answers.

    Hi Kathie,

    Thanks for your response, sorry for taking so long to reply, it’s been a crazy couple of weeks. I am on Facebook, Twitter & LinkedIn. The only reason my signature was empty is that I just haven’t got around to changing it to the new business details (I removed it just before I changed the business structure and name about a 2 months ago….I don’t spend a lot of time on FS)

    People know my company exists through a number of facebook business directories/groups, google advertising, I’m quite active on a few forums that are specifically for the industry that I’m in. I have facebook and that’s always active and reguarly updated, website is updated every now and then (there’s no real need unless there’s a sale on or new products released) – I’m in the middle of re-doing the blog & forum for the company too.

    Newsletter has been on and off but as of next week will become monthly and regular again (everything has been up in the air with the business name and structure change)

    I don’t want to sound full of myself but I know my company is neck and neck with the other major competitors in the market – In some respects better. I was expecting people to say it’s a lot of effort (someone in a post below has) – so I’ve simplified that process and will change advertising as of next week to reflect that.

    Sorry if this post is all over the place :)

    Thanks,
    Ben

    #1112367
    Ben__Young
    Member
    • Total posts: 25
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    Divert To Mobile, post: 125351 wrote:
    Hi Ben, Your talking hosting?

    If so hosting is often one of those set and forget services. Most businesses are paying around $150 p.a for hosting, even with a 50% discount its hard to justify the disruption in a move. Especially if there is no ‘real’ problem with the current host.
    To begin with your going to have to make the transition seamless,
    your going to have to offer something that the other hosting providers don’t have.

    Possibly mapi or webdav mail integration, I think if your hosting offered mail that truly synchronised mail, contacts, and calendar across all their devices that would be enough point of difference to win it for you.

    Steve

    Hi Steve,

    Yeah I am talking hosting and I completely agree with what you’ve said. The thing is these days there’s basically no disruption, migration services are offered for free (providing they have cpanel) and can be scheduled at a time that’s convenient for the customer.
    As far as truly syncronised mail, contacts, calendar goes….I do offer a service that does all of that similar to exchange. The hard thing as you say is justifying the move when there’s no “real” problem with the current provider.

    Thanks for your input – I’ve made a few changes in the last week or so – I’ll see how that goes in the next few weeks and post back re: improvements

    Kind Regards,

    #1112368
    Ben__Young
    Member
    • Total posts: 25
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    FS Concierge, post: 125374 wrote:
    Hi Ben,

    From a marketing perspective, you need to put yourself in your target market’s shoes.

    At the moment, all the messages you’re thinking about are to do with the benefits of switching, but have you considered the costs of switching?

    In many cases, those costs aren’t financial. For example, (without knowing exactly what you’re selling), your target market may think:

    • For a saving of $X, it’s not worth the hassle.
    • I can make more than that much money in the two hours it would take me to make the switch, so it would actually cost me money to do it.
    • I know my current system works, and I’d rather pay more than risk switching to something that doesn’t
    • I hate doing admin and would rather have all my services with one provider for an extra $X per year than have to pay an extra bill each month
    • I like having all my services with one provider because if anything goes wrong there’s only one helpline I need to call and I know they’ll need to sort it out and not palm off responsibility on to someone else.

    Once you’ve got a good idea of the objections to switching, you’ll also have a better idea of how to overcome them in your marketing.

    Hope that helps – and thank you for giving me an idea for my next blog post! :D
    Jayne

    Hi Jayne,

    Thanks for your post, you’ve got me thinking now :)

    #1112369
    Ben__Young
    Member
    • Total posts: 25
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    I’ve just started replying to posts and realised how many replies i’ve had on this thread and I just dont have the time to respond to all of them individually so…

    Thank you to everyone who’s posted, I have read through them all and they’re all valuable ideas, I’ll put some of them into action and hopefully report back in a few weeks.

    #1112370
    TheGoldenGoose
    Member
    • Total posts: 860
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    Hi Ben!

    Do potential customers know these points of differences? Are they made aware of them as soon as they meet you/jump on your website?

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