Sex appeal sells, it’s no secret. It always has, always will.
All advertising and marketing people know this. They subliminally tap into the subconscious human mind to the basic level of primal instinct. It may not always seem obvious or intentional, yet they surreptitiously craft suggestive imagery to attract the attention of the potential customer or user.
Support also sells, it’s no secret. It always has, always will. For hosting, that is…
As the Sales Director at Netrouting, I preach this sermon with fire and brimstone to the faithful that will listen. I have been in this business going on 13 years years. During this time, I have seen many companies come and go. Even though the hosting industry is ever-changing, the one thing that always remains true is support sells. Quite simply, no company has ever struggled, lost customers, or gone out of business because their support was too good.
You have a lot of choices when it comes where to host your website or application. There’s a million other places you can buy the exact same servers we sell, and if you search, you can find them sometimes cheaper. We know this. So how do we compete, how we set ourselves apart, and how do we even survive? It’s the support, stupid‡.
We should shift our focus to selling service, not servers. Our commitment to support should run marrow-deep and be ingrained in the very DNA and fiber of everything we do. We should seek to tap the hoster’s basic instinct and primal desire for support.
Just as advertisers use sex appeal to sell, we will use support appeal to sell – our campaign should be suggestive and provocative, and perhaps even shocking, its goal is to completely offend you with how good the quality of our support is.
We have several broad company-wide initiatives going on to address key areas in our support infrastructure. Here’s just a glimpse of some of the things we are working on:
- Get average ticket response times <1 hour for routine support during normal business hours.
- Find and close any support gaps outside of regular business hours and achieve faster responses for our 24/7 coverage map .
- Find ways to integrate mobile technology with our business systems to improve support.
- Improve client automation and transfer more control to the client where possible.
- Better internal staff organization structure and communication tools to keep things flowing smoothly.
We are in the business of not just servers, but service. And, when you think of Netrouting, we want you to think one thing – support.
† Every teenager of my generation had this pinup poster of Farrah Fawcett. It is a historically significant image, being a world famous iconic image from the 1970s—the best-selling pinup poster of all time, with more than 12 million copies sold.
‡Adapted from “It’s the economy, stupid” is a slight variation of the phrase “The economy, stupid” which James Carville had coined as a campaign strategist of Bill Clinton’s successful 1992 presidential campaign against sitting president George H. W. Bush.