Table of Contents:
Reviews: i
From Karl Palachuk: iii
From Josie Kocsis: v
From Charles Van Heusen: v
Foreword - (by Erick Simpson) 1
About the Author: 3
Dedications: 4
Acknowledgements: 5
How to Use This Book 6
The Book’s Sections 7
SECTION I - The Business 8
CHAPTER ONE 9
Why Service Contracts? 9
Recurring Revenue: 10
Business Value: 11
Competition: 11
Business Growth: 12
TABLE 1a - T&M Business 1st Year 13
TABLE 1b - T&M Business 2nd Year 14
TABLE 1c - T&M Business 3rd Year 15
TABLE 2a - ARR Business 1st Year 16
TABLE 2b – ARR Business 2nd Year 17
TABLE 2c – ARR Business 3rd Year 18
CHAPTER TWO 20
Stop selling blocks of hours: 20
Business Rule #1: 20
From an Owner’s Point of View: 21
From an Accountant’s Point of View: 23
Table 3 – 25
Blocks of Hours Cash Flow, Hours Worked, & Hours Owed 25
From a Customer’s Point of View: 26
From a Competitor’s Point of View: 27
Selling Against Blocks of Hours: 28
Review of 5 Mistakes in Selling Blocks of Hours: 29
CHAPTER THREE 30
One Man Shop: 30
Is there hope for the One Man Shop? 31
Typical Customer: 32
CHAPTER FOUR 36
Get Help: 36
Coaching: 37
Why coaching is important: 37
What to look for in a Business Coach: 39
Before hiring a Business Coach: 40
How much to pay for a Business Coach? 40
Professional M&A legal advice: 42
Professional Legal and Financial Advice: 43
Training: 44
Exposure 45
Witnessing 46
Repeatability 47
Sales Training: 47
SECTION II - The Offerings 49
CHAPTER FIVE 50
Offerings That Save Customer’s Time: 50
Monthly Report Cards: 51
Unlimited Telephone Support: 61
Guaranteed Response Time: 64
Network Documentation & Asset Tracking: 66
Annual Budget Meeting: 68
CHAPTER SIX 70
Offerings That Save Customer’s Money: 70
No Travel Time: 71
Setup of New Users & Computers: 72
Microsoft Premier Support: 74
Discounted Rates: 76
Fixed Price Projects: 77
No Overtime Rates: 79
CHAPTER SEVEN 81
Offerings That Save Customer’s Aggravation: 81
Site Survey: 82
Testing Backups: 84
Proactive Maintenance of Server(s) and Desktops: 86
Disaster Recovery Plan: 87
Confidentiality: 89
No Termination Penalties: 91
CHAPTER EIGHT 94
Service Level Agreements: 94
Response Time vs. Onsite Response Time 96
What defines an emergency? 97
CHAPTER NINE 99
Having a Guarantee: 99
Why have a guarantee: 99
Items related to a guarantee: 100
SECTION III - The Sale 103
CHAPTER TEN 104
7 Steps to a Sale (of anything): 104
Establishing Rapport: 106
Establishing a general problem: 109
Establish a Specific Problem 115
Offer a Solution 116
Features & Benefits: 116
Guarantee: 118
3rd party endorsement: 119
Partnership benefits: 120
Industry Recognition: 121
Technology: 122
Compare Price: 122
Verbiage: 124
Infomercials: 124
Give a reason to buy now: 125
Ask for the order: 128
CHAPTER ELEVEN 130
Handling Objections: 130
Request for More Information: 131
Are there objections that can’t be handled ? 131
Common Objections: 132
¨ This is not in my budget right now 133
¨ I still have hours left with the other IT guy 133
¨ I just want to call you when I need you 134
¨ I don’t want to get locked into a contract 134
¨ How do I know you will actually do all those things 134
¨ Will I get a different technician every time 135
¨ What if I have an emergency 135
¨ Have you ever worked with 135
¨ How many clients do you have in my industry 136
¨ Can you provide references 136
Yes/But: 137
CHAPTER TWELVE 140
Building Value: 140
What is value? 140
Value before Price: 145
Opportunities to build value: 146
CHAPTER THIRTEEN 147
Having a Sales Process 147
Growth requires delegation: 148
Test and Measure: 149
Pipeline report: 152
Ongoing Sales Training: 154
Tools: 155
CHAPTER FOURTEEN 157
How to Price: 157
Philosophy on Pricing: 157
Psychology of Pricing: 159
What’s the competition doing? 160
Buckets or Devices? 162
Technician’s Estimates: 163
Flexibility: 164
Price Increases: 166
CHAPTER FIFTEEN 168
How to Present: 168
Point of view: 168
Compare strategically: 171
Feelings: 173
Empathy 173
Enthusiasm 174
Conviction 174
Matter of Fact 174
Truthfulness 174
Persistently 175
Positioning: 175
Lead In: 177
Extra Small customers 178
Small customers 178
Medium customers 179
Large customers 179
Extra Large customers 179
CHAPTER SIXTEEN 181
Getting it Signed: 181
Commitment: 182
Bring a pen: 183
Ask: 183
Urgency: 185
Approval and Acceptance: 186
Clock is ticking: 187
CHAPTER SEVENTEEN 189
Be a Sales Professional: 189
Appearance: 190
Punctuality & Follow up: 193
Manners & Appropriateness: 194
CHAPTER EIGHTEEN 196
Measure, Set Goals, Improve: 196
Must Do, Should Do, & Could Do: 196
Be S.M.A.R.T. 198
SPECIFIC 198
MEASURABLE 199
ACTIONABLE 200
REALISTIC 201
TIMELY 201
Vision: 202
Keep Moving & Have Fun: 203
Monthly Tracking Example 1: 205
Monthly Tracking Example 2: 207
SECTION IV - The Contract 209
CHAPTER NINETEEN 210
Legal Considerations: 210
Differences between states: 211
Why have a contract? 211
Getting Sued: 212
CHAPTER TWENTY 214
What About Plain English?: 214
Disclaimer: 215
Explain with examples: 215
Handshake: 216
CHAPTER TWENTY-ONE 218
Presenting the Contract: 218
Quickly and Purposefully: 219
Attorney Review: 220
Sales Momentum: 221
CHAPTER TWENTY-TWO 223
Common Components: 223
Payment Terms/Billing Practice: 223
Exclusions: 223
Applicable Law: 224
Entire Agreement: 224
Agreement: 224
CHAPTER TWENTY-THREE 226
Clauses To Give Flexibility: 226
Cancellation/Termination: 226
Renewal: 227
Contractors: 228
S.L.A.s 228
Access: 228
Excusable Delays: 229
Facility Condition: 229
Modification or Amendment: 230
CHAPTER TWENTY-FOUR 231
Clauses To Define Offerings: 231
Scope: 231
Service Times: 232
Ownership of HW/SW: 232
CHAPTER TWENTY-FIVE 233
Clauses To Protect Yourself: 233
Indemnification: 233
Liability: 234
Assignment: 235
Risk of Loss: 235
Software and Operating System Errors: 236
CHAPTER TWENTY-SIX 237
When to Make Adjustments: 237
How to make changes: 237
The use of attorneys: 238
What not to change: 239
Sales Momentum: 240
Appendix A – What’s on the CD-ROM? 241
Ambition Consulting 242
Ambition Mission Community 242
Seminars & Workshops 243
Coaching 243
Register This Book! (For Free Stuff) 244