Julio Lopez, CEO and founder of IT for Education, was voted the winner of TMT’s annual Better Your Best Contest by his peers at the IT Sales and Marketing Boot Camp yesterday. As the winner, he becomes the TMT spokesperson of the year and takes home a brand-new Tesla Cybertruck.
Lopez (center in photo above), CEO and founder of IT for Education, thanked the attendees who voted for him, saying, “I’m at a loss for words. I’m so grateful to the [TMT] community; the love you guys showed me is crazy. I’m just grateful that I’m here.”
It was Lopez’s dynamic presentation on Day 2 of the event that put him ahead of his very impressive competition. Centered on one simple, yet effective message, Lopez told MSPs looking to replicate his success to “imitate, then innovate.” He credits this concept with his tremendous success since joining TMT—by copying techniques working for various industry experts, then adapting them to best suit his target audience and MSP, he’s been able to scale more than he ever thought possible.
IT for Education finished 2024 with an incredible $6.5 million in revenue, adding 63% top line revenue growth. Simultaneously, they fixed their self-professed low profit problem and ended the year with over $1 million in profit, increasing their bottom line by 698% in a single year.
“Top lines are for vanity,” Lopez said. “The bottom line—profit—is what allows you to pay off your mortgage. It helps you pay for your kid’s college [tuition]. Whether you’re a dreamer focused on crossing that million-dollar threshold or a Producer’s Club member working to attain the next level, my suggestion is the same: imitate those who are where you want to be, then innovate to improve upon [their methods]. As Tony Robbins says, ‘Success leaves clues.’ I say, use them.”
The four other finalists for the BYB contest were: Hunter Farlow, marketing Director, ComTech Network Solutions; Rodney Holum, CEO and founder, Coulee Tech; Lisa Niekamp-Urwin, president and CEO, Tomorrow’s Technology Today; and Will Snyder, co-founder, WTC Managed IT Services.
In addition to the BYB winner announcement, Boot Camp was jam-packed with exciting sessions, engaging speakers, and MSP growth strategies. Here’s just a few highlights from the day.
Dr. Phil Pushes MSPs to “Own It”—in Life and in Business
In an interview with Robin Robins, CEO and founder of TMT and MSP Success, Dr. Phil McGraw, celebrity psychologist and talk show host, gave attendees frank advice on what it really means to be in business—and how to stay true to themselves while doing it.
“I don’t do anything that I’m not a hundred percent passionate about. And I never wanted to be a member of the herd,” McGraw said. “[In business], you have to know what separates you from everybody else that thinks they do what you do. If you don’t know what your differentiator is, if you can’t articulate it and don’t market it in an easily perceptible way, then you aren’t really in business yet. You haven’t gotten the courage.”
“No one is going to confuse me with anyone else, and that’s important to me,” he said. “Define your brand, decide what it is, make a commitment to it, and ride that horse to the finish line. You’ve got to decide what it is that you’re selling and own it. Decide who you are and do that on purpose. Don’t apologize for it. Own it.”
Robin Robins Revealed What MSPs Should Really Know About Their Clients
MSP customers hold a wealth of information that can make your sales and marketing go from OK, to good, to great. And, in the process, Robins told attendees in the second part of her session on targeting a market, you’ll learn how to attract your ideal customers more effectively. Here are three key things Robins says you really should know about your customers.
Characteristics shared by your highest value customers (HVCs). This goes beyond what industry they work in or how many users they have. Robins gave a few examples of qualities she looks for in her HVCs, which include people who prefer in-person events, enjoy hearing from expert speakers, and are willing to read the content she creates. “[Once you know] the characteristics shared by your HVCs, you can not only target them more effectively, but also create your products and services more effectively,” Robins said. She pointed out that this information also makes it easier to tell which criticisms from clients are worth listening to, and which you’re better off ignoring.
What your best customers value. Knowing what your best clients value—and what they don’t care about at all—will allow you to target prospects who value those same things. This way, your sales and marketing process will weed out bad, low profit clients and primarily bring you potential HVCs, who are far more worth your time and energy.
Why your customers bought from you in the first place. By interviewing your customers, you can get the best quality, insider information about what aspects of your marketing worked—and what didn’t. Ask clients how they found you, what made them reach out, and what put you over the competition. With that knowledge, you can fine-tune your marketing and sales process even more.
“When you’re able to nail that and connect with your target audience with the right message, in the right way, that’s when the magic happens,” Robins said.
If you missed our coverage of the rest of TMT’s IT Sales and Marketing Boot Camp, there’s a wealth of information at your fingertips. Learn the MSP force multipliers Robins shared on day one, and hear how Jesse Cole of the Savannah Bananas created raving fans—and how you can too.
