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


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