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How to promote this??

by tapiatom
11 replies
Hello guys!

My brother and I are planning to start a data systems security firm, which basically will offer products to protect a company's information systems and networks from hackers.

I am trying to come up with ideas on how to properly promote these services to local companies. I was thinking about sending them a brochure or letter promoting our product, however I am not sure if this will work out well or not.

What do you guys think we could do to properly do it?

Your ideas will be greatly appreciated!

TT
#promote
  • Profile picture of the author andryzas
    Standard way would be:

    0. Find the 'pain point' your proposal eliminates.
    1. Offer them "a free IT audit", which doesn't cost them a penny (word FREE makes miracles)
    2. Run trial versions of your products against their infrastructure (help them install it).
    3. Give reports or make your own reports, explain additional value software gives to them.
    4. Bill them for software purchase.

    It works if you know the products you're trying to sell.

    that's what I was doing for 10 years while working in IT companies with security, databases and virtualization products.
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    • Profile picture of the author tapiatom
      Originally Posted by andryzas View Post

      Standard way would be:

      0. Find the 'pain point' your proposal eliminates.
      1. Offer them "a free IT audit", which doesn't cost them a penny (word FREE makes miracles)
      2. Run trial versions of your products against their infrastructure (help them install it).
      3. Give reports or make your own reports, explain additional value software gives to them.
      4. Bill them for software purchase.

      It works if you know the products you're trying to sell.

      that's what I was doing for 10 years while working in IT companies with security, databases and virtualization products.
      Hello andryzas,

      Thank you for your interesting reply. But dont' you think selling software for them to use would be kind of short term, because it would be only a one time purchase.

      I was wondering if it could be a good idea to also offer them a kind of IT security management service which they will pay for monthly.

      Opinions?
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      • Profile picture of the author andryzas
        Originally Posted by tapiatom View Post

        Hello andryzas,

        Thank you for your interesting reply. But dont' you think selling software for them to use would be kind of short term, because it would be only a one time purchase.

        I was wondering if it could be a good idea to also offer them a kind of IT security management service which they will pay for monthly.

        Opinions?
        It depends on software you want to promote. If it's a set-and-forget type of software for couple $, then yes. it's one-time short term profit.

        If it's a more sophisticated product, which comes with support & updates, you can earn recurring income for selling product support and if you're smart enough - your consultation.

        IT companies work this way - once they sell you product, every next year generates them steady income from support fees and additional invoices for consulting.

        IT security management service can be a good idea, but it's a very broad topic. What kind of security management service will you be able to do? will you be able to secure their servers/databases/san's/networks/workstations? it's not that easy to do without proper tools, which costs money OR lot's of time to configure OR both
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        • Profile picture of the author tapiatom
          Originally Posted by andryzas View Post

          It depends on software you want to promote. If it's a set-and-forget type of software for couple $, then yes. it's one-time short term profit.

          If it's a more sophisticated product, which comes with support & updates, you can earn recurring income for selling product support and if you're smart enough - your consultation.

          IT companies work this way - once they sell you product, every next year generates them steady income from support fees and additional invoices for consulting.

          IT security management service can be a good idea, but it's a very broad topic. What kind of security management service will you be able to do? will you be able to secure their servers/databases/san's/networks/workstations? it's not that easy to do without proper tools, which costs money OR lot's of time to configure OR both
          Those questions are to be answered by my brother who would be the person in charge of the tech part. But from the marketing point of view I think the option where you offer recurrent support would be the best for our startup efforts.
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  • Profile picture of the author GomerMagtibay
    I think it's possible. My brother used to work in a firm whose business is to provide IT security management service to banks in Manila before he was absorbed as a regular employee by a giant Telecom company, Globe Telecom. We call it BPO here, Business Process Outsourcing, and it's very popular here.
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  • Profile picture of the author MartinPlatt
    I'd say that you need to try to find out about people who have lost data already, or had their sites hacked and it has cost them.

    Since you already know a few people who have had the experience, you can contact them and ask them if they have a solution in place now.

    Might be a good idea to try to partner with companies that repair computers, or read damaged drives, as a way to find out people with problems perhaps. Hacking is much harder to find out, unless they come to you because they're been hacked, or post something on the net asking what to do.

    Another way would - bit controversial - could be to try to get in to sites that are vulnerable. Knowing this means you could save them the pain before it occurs, by presenting them with the solution all laid out.

    This could be an ongoing process, as presumably you'd have to consult every time they make changes to their systems. So possibly have a subscription for a quarterly audit or something?

    You just need the 'in'. I'd say knowing that they already have a vulnerability is good enough, you can do some magic with a sales pitch to them as they probably don't know they have issues. If they disbelieve you, hack in and show them how quickly it can be done (obviously without causing any damage) Or, you could offer a free service to hack people's networks - obviously call it something a little more catchy than that, but make it obvious that this is what can and will happen unless they fix it.
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    • Profile picture of the author tapiatom
      Originally Posted by MartinPlatt View Post

      I'd say that you need to try to find out about people who have lost data already, or had their sites hacked and it has cost them.

      Since you already know a few people who have had the experience, you can contact them and ask them if they have a solution in place now.

      Might be a good idea to try to partner with companies that repair computers, or read damaged drives, as a way to find out people with problems perhaps. Hacking is much harder to find out, unless they come to you because they're been hacked, or post something on the net asking what to do.

      Another way would - bit controversial - could be to try to get in to sites that are vulnerable. Knowing this means you could save them the pain before it occurs, by presenting them with the solution all laid out.

      This could be an ongoing process, as presumably you'd have to consult every time they make changes to their systems. So possibly have a subscription for a quarterly audit or something?

      You just need the 'in'. I'd say knowing that they already have a vulnerability is good enough, you can do some magic with a sales pitch to them as they probably don't know they have issues. If they disbelieve you, hack in and show them how quickly it can be done (obviously without causing any damage) Or, you could offer a free service to hack people's networks - obviously call it something a little more catchy than that, but make it obvious that this is what can and will happen unless they fix it.
      Thank you Martin,

      Your post has made me realize ideas I had not thought about. I really like your "controversial" method 'cause that way company owners would really realize how vulnerable their systems are. Obviously all this done in an ethical way.

      Cool!
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  • Profile picture of the author nitesh
    Do you have a site? You will directly send letter or brochure, this will be least effective as compared to if someone else recommend your products or services or send your letters or brochure to those companies that are in urgent need of your services.
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  • Profile picture of the author johnben1444
    Thou this got to do more with the offline but a good online visibility can bring you trust, reputation and lots of traffics.

    In the offline, banner advert, radio jingle, TV show which might not cost you too much, newspaper classifieds, flyers/brochure like you suggested, door to door marketing and much more will get you lots of sales if you present your company professionally.
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    • Profile picture of the author tapiatom
      Originally Posted by johnben1444 View Post

      Thou this got to do more with the offline but a good online visibility can bring you trust, reputation and lots of traffics.

      In the offline, banner advert, radio jingle, TV show which might not cost you too much, newspaper classifieds, flyers/brochure like you suggested, door to door marketing and much more will get you lots of sales if you present your company professionally.
      Thanks John,

      This reply got my creative juices flowing!
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  • Profile picture of the author juangarciamtl
    lock for local websites
    and analize them
    see what could be their problems
    if you find one go ahead and tell the company
    tell them about your service and how you can help them
    to solve the problem
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