• This topic has 4 replies, 3 voices, and was last updated 11 months ago by Jeff Graber.
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  • #9011841
    Could someone help with my ICP?
    Barry Mossip
    May 23, 2023

    Okay so Ive been reading the book that Will B has given to us. and amazing stuff man! but I’m still not getting any movement. Ive been looking around for help to refine an ICP (marketing has not done one for the company at least I was told that) none of my other sales fellows are able to help either. I did pass the idea off my manager and he gave me some pointers but I am on my own for the most part. So not asking for a hand out but I did some work already and came up with the following and could use some help getting that refined to the point I can put this into a workable test ICP to dig up leads.

    Here is what I got… (its not much but I can seem to put this all together to help me get an ICP or a solid value prop statement other than

    Open with:

    Hey (NAME), I’m Barry with (COMANY), I was calling the area cause a few businesses were having some internet connection issues. Do you mind if I ask a few question?

    Are you folks:

    • experience problems with the internet doing down?
    • Do you have remote staff who are struggling to stay connected to the office?
    • Are you having speed issues during peak times?

    We provide custom internet solutions that would help with(Problem).

    Would it make sense for us to have a quick 15 min meeting to see if we would be a good fit?)

    Here is the break down of what I have so far:


    Value Producers

    DIA (Dedicated Internet Access)

    • Symmetrical bandwidth
    • Not sharing bandwidth
    • low latency
    • Guaranteed – Service Level Agreements
    • Static IP (and blocks)
    • 24/7 Network Operations Center Support
    • Dedicated Account Manager
    • Unlimited Data Transfer

    Business class LTE/5G/FIBRE

    • Fibre only (symmetrical bandwidth)
    • High download speeds
    • Unlimited Data
    • Live 24/7 Network Operations Center Support
    • Priority Service Call

    Business class SAT

    • Remote location solutions
    • National rural foot print

    Business class Failover LTE/SAT:

    • Remote location solutions
    • National rural foot print
    • Low cost solution


    Pain Reducers


    • Guaranteed Speeds (PTP only) – consistent speed to keep remote staff online, servers up and running smoothly, dedicated radios so you are not sharing your connection with anyone else, and data transfers quickly.
    • low latency – latency sensitive applications, and remote users.
    • 99.9% uptime – redundancy built into connections, licensed radios to avoid frequency related problems.
    • Business Park and Rural penetration
    • (Fibre) Connection Stability

    Business class Connections:

    • (Fibre) Connection Stability and higher speeds
    •  Lower cost solutions for SMB
    • Flexible plan options to suit the needs of the SMB
    • National rural foot print for locations that are too far away from larger city center connections.


    Fulfilled desires

    • (speed) Speed needed to run applications and staff effectively and room for future growth.
    • (Latency) take away the frustration remote staff experience and increase remote worker productivity.
    • (up time) stay connected even during high-demand periods to meet customer needs.
    • (Location) you don’t need to worry if your business is out in the country or a business park we can connect your business.
    • (Dedicated) never have compete for bandwidth.

    Wanted improvements

    • Needed a static IP that would handle the connection load for office staff to remote desktop into work.
    • Needed a stable upload speed to upload large files to the Gov.
    • Needed dedicated uptimes to keep the connection running


    Buyer Type

    • IT Owner representing other company
    • IT Manager of company
    • Owner of SMB
    • Manager of SMB
    • Director of IT
    • Director of Operations
    • Senior Manager of Projects
    Will Barron
    May 23, 2023
    Will Barron May 23, 2023

    Hey Barry. Simply your value prop-

    We help X, solve Y, with Z process.

    Maybe –

    We help IT managers, improve remote worker productivity with our rural fiber footprint.


    A lot of the desires you’ve outlined are really features and benefits, rather than desires.

    Feature (low latency) > Benefit (better stability) > Desire (less headache of IT support tickets)

    Remember that your initial value proposition and outreach has only one goal – to book a meeting.

    Then in the meeting you can really understand what the buyer needs via asking questions. So, don’t think that you need to solve all the buyers problems in your value prop. Pick the value prop that is most likely to spark interest and book a meeting.

    Finally, you have listed a bunch of different buyers. Narrow down your focus and message to one of them. Get that going and then move onto the others.

    Otherwise you’ll end up with a generic message that nobody gives a shit about.

    Barry Mossip
    May 23, 2023
    Barry Mossip May 23, 2023

    Thanks will!

    Jeff Graber
    May 24, 2023
    Jeff Graber May 24, 2023

    I like to do these more like a script or a role-play to help me figure out what works and what doesn’t.

    Before I take a stab at it, please understand that I don’t know your product and I don’t know your prospects. I could be way off base.

    I’m Barry with XYZ. Did I catch you at a bad time?

    Glad to hear it. I’m calling because I’m hearing a lot of complaints about internet service reliability and performance lately. How’s it been for you in the last few weeks?

    (If it’s been ‘fine’)  “Well, I’m glad to hear that. You must be one of the lucky ones. It seems like almost everybody else is having all sorts of issues from dropped connections to bad throughput. I guess it wasn’t so bad before everything became cloud based, but now it seems like if your Internet takes a break your whole business stops, right?”

    If they acknowledge a problem with their internet service, you’ve got your pain. If they don’t, you try one more time (see above) then you move on to something else or just get permission to stay in touch from time to time, etc. and turn it into a drip campaign.

    That’s how I’d approach it.

    Jeff Graber
    May 24, 2023
    Jeff Graber May 24, 2023

    Did I catch you at a bad time?

    That’s a “No oriented question.” They are primed to say “No” to a sales call, so you just gave them a scenario where they get to say “No” and you get what you want.

    It seems like almost everybody else is having all sorts of issues

    Sets the stage for them to say, “Well, we do have this one problem…” It creates a safe space to complain.

    if your Internet takes a break your whole business stops, right?

    That’s putting some fear into them. They’re thinking, “Everything *is* cloud based now, so this is a big deal.”


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