b'216-393-2484The Challenger Customer:Selling To The Hidden Influencer Who Can Multiply Your ResultsBy Brent AdamsonWe all love the customers who are ready to buy right away, but theyre not always the best customers. In truth, its the holdout that can really be your perfect customer. Authors Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman take this idea and run with it in their book The Challenger Customer: Selling To The Hidden Influencer Who Can Multiply Your Results. All four writers have been on the front lines of sales and4 Questions Your IT marketing. They know how to turn a seemingly cold customer into someone who can very well lead to lastingServices Company Should results. If youre ready to shift your business into growth mode, this book is a must-read.Be Able To Say Yes ToNovember 2020Out with the old and in with the new! For farservices accordingly. If something small breaks too long, small businesses have taken an old- and it takes a short time to fix, you could school approach to IT services and security.expect a smaller bill. If something big breaks, This monthlyIn other words, they wait until something goeswell, you can expect a pretty hefty bill. publicationwrong before they call an IT services company provided courtesyand request help. The break-fix approach is 100% reactive. As of Trent Milliron,many businesses have learned, especially in CEO of Kloud9 IT. Back in the day (think 1990s and 2000s),more recent years, as the number of threats this approach worked, more or less. Externalhave skyrocketed, it can get very expensive. threats, such as hackers and viruses, were stillIT specialists are an in-demand field. With just few and far between. A data breach wasnt onabout every business relying on the Internet anyones mind. So, it made sense to wait untiland Internet-connected devices in order "Do It Right Thesomething went wrong before taking action. to operate, theres a lot of opportunity for something to go wrong.First Time" In IT circles, this is known as the break-fix approach. Something breaks, so someone has to come in to fix it. And they charge for theirContinued on Page 2 .Technology That Works!216-393-24841'