SUCCESS FACTORS
M
arcus Lemonis is familiar with adversity .
At just 4 days old in November 1973 , Lemonis was left on the steps of an orphanage in Beirut , Lebanon , a country that , at the time , was war-torn and attempting to stave off invasions . As an infant , he was adopted by Lebanese-Greek parents in Miami , Florida , and raised in entrepreneurship while watching his grandfather , Anthony Abraham , own and operate two of the largest Chevrolet dealerships in the U . S .
With the family ’ s dealerships , a nearly successful state congressional bid in the mid-1990s , and his introduction to the industry he ’ s most known for today — RV and outdoor equipment sales — Lemonis has fought for his success and the lessons he ’ s learned about overcoming obstacles . However , Lemonis said he credits most of his success to the people he ’ s met along the way .
“ We all have to realize that we have something to learn from one another , and that ’ s really been my secret ,” Lemonis explained . “ I had weird things happen to me . I had an eating disorder . I attempted suicide twice — all the things that you hear about happening to people … ended up being my fuel .” Lemonis is known for his charismatic and uncanny ability to leverage the talent , prowess , and dedication of committed business owners and their employees to turn failing businesses into money , product , and growth machines on CNBC ’ s “ The Profit .” Since 2013 , Lemonis ’ prestige and knowledge on the TV show has catapulted him into some of the top leagues of business thought-leaders . Today , Lemonis is also the CEO of Camping World , Good Sam Enterprises , Gander
Outdoors , and The House Boardshop .
Lemonis recently shared his expertise with Robin Robins and exclusive members of her Tennessee-based marketing company , Technology Marketing Toolkit , at the digital version of Robins ’ 13th annual IT Sales and Marketing Boot Camp this April . Lemonis discussed his definitions of successful companies and the actions MSPs must take during the aftermath of the pandemic .
MSP Services Are No Longer Optional
COVID-19 gutted the U . S . and global economies this spring . Workers were furloughed or laid off , unemployment fund requests skyrocketed , and millions of employees remained sequestered in their homes to navigate the tricky , technology-reliant process of working from home . Uncertainties about the future of businesses and what the world would be like “ at the end of all this ” ravaged the minds of many consumers and business owners alike .
It was a dangerous , tough time for everyone , but it was and continues to be a time when businesses and consumers need MSPs more than ever . As businesses look to rebuild , they will need experts in technology to make them more relevant , safer , and stronger than ever before . As Lemonis said , now isn ’ t the time to quit .
“ I would say press on the gas as fast as you can because what we will learn throughout this process … is that what you provide to the marketplace isn ’ t optional anymore ,” Lemonis explained . “ What you guys provide to the marketplace is the only way other businesses are going to survive .”
Lemonis knows a thing or two about survival in a crisis . Adversity is how Lemonis has made his millions . He came from humble beginnings , clawed his way to the top ranks at Camping World and various other similar organizations , and continues to help small businesses across the U . S . find their footing again and succeed .
According to Lemonis , this particular level of adversity our country is facing causes businesses to look to industry leaders and innovators for answers and a direction . Your marketing campaigns are going to be the difference between optimizing this period of devastation to truly help your clients and letting it all go to waste .
“ What I would encourage you to do now is to double down on your marketing ... Be confident in the services that you provide ,” Lemonis said . “ I don ’ t know if you can be in a better industry right now , but please don ’ t pull back . If you can afford to , then go , trust Robin , and trust this process . Now is the moment to go like a son of a gun .”
The caveat , though , is that you have to have the right version of marketing to succeed .
In April , Lemonis was butting heads with his team over the social media accounts . A self-proclaimed social media junkie , Lemonis wanted more interactions and connections with clients . Instead , his team was focused on the number of posts , the aesthetic of the page , and educational pieces in light of the pandemic .
But Lemonis wasn ’ t thrilled . He felt the moves were meek and actionless . The posts lacked a finesse he knew the company needed to provide services and cultivate relationships with consumers , even from afar .
So , Lemonis made them a deal . He bet $ 10,000 that by the following Sunday , he could get two of their brands in the top two trending categories on social media .
Lemonis got to work , pushing information through a controlled funnel to target the valued customers he knew would be interested in their services . He gave away deals , peddled the business to millions of users across the U . S ., and by Sunday , Camping World was trending at No . 2 in the world .
“ We need to go right at them , and we need to find out where people are ,” Lemonis explained of his tactic . “ We need to understand what they are asking us for , and we need to engage with them … In the tech business , I want staying power with my clients , and I want them to spend more with me every single year .”
VOLUME 1 ISSUE 8 • MSPSUCCESSMAGAZINE . COM | 19