The pivotal moment that changed Todd ’ s mindset and course of his business , with tech entrepreneur and TV personality Robert Herjavec .
“ Co-branding can boost PR awareness , leading to higher visibility , credibility , and authority .” - Todd Clark
engaged . Changing course , he accepted an invitation to go with a group for a behind-the-scenes tour at Robert Herjavec ’ s Security Operations Center in Kansas City . Herjavec shared details about growing his business from zero to $ 150 million and how they are tackling many of the same issues IT providers deal with daily , including selling services , hiring and managing people , competitive pressures , and pricing strategies . Todd realized he was not seizing the opportunities right in front of him . “ I decided it was time to grab it like I owned it ,” Todd said . “ I started taking advantage of the many opportunities right in front of me as a member of the TMT Producers Club .”
2 . Am I Being Transparent About The Problems I ’ m Trying To Solve ?
Partnerships require transparency . Todd was open about what was not working in his business and where he was struggling . Through his openness , he was able to save time and energy , which helped him quickly turn around several key barriers . “ The opportunity to interact with Robert Herjavec about specific details and struggles with our business was as enlightening as it was inspirational ,” Todd said . “ Sharing with Robin Robins led me to realize that I hadn ’ t raised prices in a very long time . We ended 2022 with an average all-in seat price of $ 136.33 . By the end of Q1 2023 , we had increased our average all-in seat price to $ 153.11 , more than a 12 % increase that goes straight to net profits .”
3 . What Partners Can I Co-Create Or Co-Brand With To Increase Trust And Referrals ?
Great partnerships support trust-based marketing . Not only can partnerships originate a higher number of deals but they also influence the likelihood that they ’ ll close . Because when you work with partners to co-brand or co-create products or services , often this has a greater impact by drawing attention to a bigger problem potential buyers need solved instead of just focusing on why your company is better .
The big problem in Alaska , where Todd is located , is that the state has one of the worst rates of cybercrime per capita . Todd began developing a Ransomware Survival Kit , which he cocreated with TMT , turning it into a prospecting tool . He also recruited five local business leaders to partner with him . “ We created a nonprofit organization , Cybersecure Alaska ,” Todd said . “ Our vision is ‘ For Alaska to have the most cybersecure business community in America .’ Interest in our vision and approach grew so much that last year , we revised our bylaws to accommodate a board of nine with regional representation .”
Co-branding can boost PR awareness , leading to higher visibility , credibility , and authority . Plus , strategic partnerships signal to prospects that top partners have vetted you , leading to more trust . As the founder and president of Cybersecure Alaska , Todd is now booking speaking engagements , which has grown his celebrity and authority . “ This has led to more referrals , project labor , product sales , better client stickiness , and fewer day-to-day reactive tickets ,” Todd said .
4 . How Can I Promote My Partners ?
Todd worked the cyber insurance topic into his Cybersecure Alaska presentations and discussed cyber insurance compliance with his clients . “ Talking with our clients about insurance and compliance with their insurance policies , I sold several projects related to meeting the requirements of their policies ,” Todd said . “ As a result , I strengthened my relationship with clients and insurance professionals .”
Todd Clark ’ s journey serves as a powerful example of how leveraging partnerships can transform your business , driving unprecedented growth and profitability . Focusing on partnerships can lead to unique offerings that leverage each member ’ s skill set and grow new possibilities . Collaborating with partners who share best practices and discoveries will not only benefit your clients but also help you break through barriers , create more visibility and authority , and expand your company .
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