[WISPA] Little Guy and Marketing

2006-03-14 Thread Peter R.

Tom,

I hope you feel better. I just want to add some insight on a few points

  And that by being a small provider I am in some way inadequate or 
less desirable to do business with than the next guy.  And that as a 
Small guy I am a liabilty, not an asset.   It doesn't matter what side 
of the fense I sit. If I'm the customer, the provider doesn't want to 
take the risk, If I'm the provider, the customer doesn't want to take 
the risk.


Being small isn't the problem. Acting small might be. (I'm not directing 
this at anyone, BTW).
There is a phenomenon in sales whereby businesses mainly do business 
with companies their own size.
It is a growth and perception problem. (I think Gerber rambles on about 
in E-Myth Mastery).


 You bring the argument up, its hard to hire sales people, well I 
have the same problem, I have to find a way to do it to  succeed. Does 
that mean I turn away $50 residential subs when I'm searching for the 
big $800 a month subs?


Hiring salespeople is especially hard for small businesses. It's cyclic. 
How do you pay a salesperson with small margins?

Well, one way is to chase bigger elephants.

An aside to this is if that isn't a skill you possess, outsource it or 
hire a consultant to perform the skill.


Positioning is the image consumers have of you and your brand. There 
is only room in a consumers mind for one position. So if you are 
positioned as the small, home-grown WISP, you can't get big projects.
When you market yourself as a world-class, best-of-breed, technology 
shop, Microsoft Gold Partner, Goldmine Authorized, Linux Certified, 
CCNA, blah, blah, blah. 

On your next project: Shout about it. Tell everyone what a breeze it 
was; quote the client as pleased and happy; talk about it like it was an 
everyday transaction.


Want to get $800 accounts? Show the value. Plan for it. And execute. If 
you are closing $800 accounts, it isn't the market.


Back to perception: A guy owns a 25 person biz; he has your Resi 
connection for $50. You call him up to sell him an $800 connection at 
his office. How do explain the difference? What is the Value presented? 
What is the STORY you tell him about the Productivity he will get from 
your service? He is having the same issues as you: he can't hire a sales 
guy; he can't afford a full-time IT guy; his copier is on the fritz; can 
he meet payroll.


I'm probably not wording this perfectly, but I hope the message is at 
least understood.


Marketing requires a clear, concise, simple message to be put in front 
of a target audience.

It is about Positioning, Perception, Branding and Storytelling.

see:
Marketing Basics 2: Differences between Marketing and Selling
http://www.isp-planet.com/marketing/2006/marketing_vs_selling.html


There is so much potential in the small WISP market, if it was only 
recognized.


You need to get away from small and WISP. Selling the Invisible with 
connotations like small and WISP is hard.
The market is unfamiliar with ISP, let alone WISP. Give them a phrase 
that they can understand and wrap their head around. Wireless Broadband 
Service Provider is close. Maybe Wireless Broadband Network Provider.

Perception is all.

What do you do when your own governement says Come Earthlink, Come 
AOL, Come Verizon, you are our only hope, we need your money?


I will mention it one more time: Perception. These companies are thought 
of as successful, big, moneyed, publicly traded enterprises. They have 
systems and processes in place. They can scale. They can handle it.


We are living in a society that wants little risk. (That's why we do not 
see or hear the wounded from the Mideast.)
To mitigate the risk, people go with what they know; what their friends 
use; what they perceive as best.
In my experience, most small businesses in Tampa Bay have not heard of 
the independent ISPs in town.

Marketing problem.

Hence, why Remarkable, Sneezers, Guerrilla Marketing and WOMA are so 
important to competitors.


[Side note: But there is a rule that small biz has to get a percentage 
of funds granted to large biz for any project. Check with the SBA.]


Small Business is NOT a bad word.  Small businesses should be helping 
small businesses succeed.


Most small businesses shop at Sam's and Wal-Mart. No one is helping the 
small business. He has to help himself.


Let me tell you a quick story:

We have a convenience store 4 blocks from my house, next to a small bar, 
a pizza joint and a Latin restaurant.
This convenience store looks stale. Dreary. He sells subs. I think he 
spends more time and effort trying to sell pre-prepared food than on 
milk (often out of date), coffee (hardly ever fresh), snacks (no 
selection), and ice. The 2 owners are often sitting outside reading the 
paper. They are maybe 500 feet from a Walgreens (24-hours) and a 
Kash'n'Karry (supermarket chain). I like to give the convenience store 
my money, but he does nothing to earn it. Out of date milk on 2 out of 3 
visits.
In a 

Re: [WISPA] Little Guy and Marketing

2006-03-14 Thread Tom DeReggi

Peter,

Very helpful. Thanks for taking the time.

Tom DeReggi
RapidDSL  Wireless, Inc
IntAirNet- Fixed Wireless Broadband


- Original Message - 
From: Peter R. [EMAIL PROTECTED]

To: WISPA General List wireless@wispa.org
Sent: Wednesday, March 15, 2006 12:24 AM
Subject: [WISPA] Little Guy and Marketing



Tom,

I hope you feel better. I just want to add some insight on a few 
points


  And that by being a small provider I am in some way inadequate or less 
desirable to do business with than the next guy.  And that as a Small guy 
I am a liabilty, not an asset.   It doesn't matter what side of the fense 
I sit. If I'm the customer, the provider doesn't want to take the risk, 
If I'm the provider, the customer doesn't want to take the risk.


Being small isn't the problem. Acting small might be. (I'm not directing 
this at anyone, BTW).
There is a phenomenon in sales whereby businesses mainly do business with 
companies their own size.
It is a growth and perception problem. (I think Gerber rambles on about in 
E-Myth Mastery).


 You bring the argument up, its hard to hire sales people, well I
have the same problem, I have to find a way to do it to  succeed. Does 
that mean I turn away $50 residential subs when I'm searching for the big 
$800 a month subs?


Hiring salespeople is especially hard for small businesses. It's cyclic. 
How do you pay a salesperson with small margins?

Well, one way is to chase bigger elephants.

An aside to this is if that isn't a skill you possess, outsource it or 
hire a consultant to perform the skill.


Positioning is the image consumers have of you and your brand. There is 
only room in a consumers mind for one position. So if you are positioned 
as the small, home-grown WISP, you can't get big projects.
When you market yourself as a world-class, best-of-breed, technology shop, 
Microsoft Gold Partner, Goldmine Authorized, Linux Certified, CCNA, blah, 
blah, blah.
On your next project: Shout about it. Tell everyone what a breeze it was; 
quote the client as pleased and happy; talk about it like it was an 
everyday transaction.


Want to get $800 accounts? Show the value. Plan for it. And execute. If 
you are closing $800 accounts, it isn't the market.


Back to perception: A guy owns a 25 person biz; he has your Resi 
connection for $50. You call him up to sell him an $800 connection at his 
office. How do explain the difference? What is the Value presented? What 
is the STORY you tell him about the Productivity he will get from your 
service? He is having the same issues as you: he can't hire a sales guy; 
he can't afford a full-time IT guy; his copier is on the fritz; can he 
meet payroll.


I'm probably not wording this perfectly, but I hope the message is at 
least understood.


Marketing requires a clear, concise, simple message to be put in front of 
a target audience.

It is about Positioning, Perception, Branding and Storytelling.

see:
Marketing Basics 2: Differences between Marketing and Selling
http://www.isp-planet.com/marketing/2006/marketing_vs_selling.html


There is so much potential in the small WISP market, if it was only 
recognized.


You need to get away from small and WISP. Selling the Invisible with 
connotations like small and WISP is hard.
The market is unfamiliar with ISP, let alone WISP. Give them a phrase 
that they can understand and wrap their head around. Wireless Broadband 
Service Provider is close. Maybe Wireless Broadband Network Provider.

Perception is all.

What do you do when your own governement says Come Earthlink, Come AOL, 
Come Verizon, you are our only hope, we need your money?


I will mention it one more time: Perception. These companies are thought 
of as successful, big, moneyed, publicly traded enterprises. They have 
systems and processes in place. They can scale. They can handle it.


We are living in a society that wants little risk. (That's why we do not 
see or hear the wounded from the Mideast.)
To mitigate the risk, people go with what they know; what their friends 
use; what they perceive as best.
In my experience, most small businesses in Tampa Bay have not heard of the 
independent ISPs in town.

Marketing problem.

Hence, why Remarkable, Sneezers, Guerrilla Marketing and WOMA are so 
important to competitors.


[Side note: But there is a rule that small biz has to get a percentage of 
funds granted to large biz for any project. Check with the SBA.]


Small Business is NOT a bad word.  Small businesses should be helping 
small businesses succeed.


Most small businesses shop at Sam's and Wal-Mart. No one is helping the 
small business. He has to help himself.


Let me tell you a quick story:

We have a convenience store 4 blocks from my house, next to a small bar, a 
pizza joint and a Latin restaurant.
This convenience store looks stale. Dreary. He sells subs. I think he 
spends more time and effort trying to sell pre-prepared food than on milk 
(often out of date), coffee (hardly ever fresh