Sometimes, it can feel like MSP sales are really taking a long time to convert. Of course, enduring business relationships that benefit all parties involved can take a lot of groundwork and time, building the relationship, establishing the terms of the service, and making sure the customers get what they need. But often, you’ll need to create a sense of urgency in order to help close the deal.
Build Urgency Through the Entire Sales Process
Many times, salespeople will get almost to the end of the sales process and then worried that they can’t close or feel that the prospect is uncertain. They will only then try to create a sense of urgency, often using artificial means. This can be a big source of stress for everyone. It’s stressful for the salesperson, and it can be unnecessarily stressful for the prospect, especially as they’ll probably see through the ploy. Remember, this is B2B sales, so your counterpart at the client firm probably has some experience of typical sales techniques.
When it comes to MSP sales, it is much better to build the sense of urgency throughout the sales process. This is a bit of an art form, but when done properly, you are essentially getting the client to talk themselves into needing to do the deal, if not actually ASAP, then at least in a timely manner.
Fact-Gathering and Urgency
Given that a large chunk of the sales process will be gathering facts and defining requirements, there should be plenty of scopes to build urgency along the way.
Work with clients to define the problems they need to be solved. Part of scoping these problems should be putting them in terms that are real to businesses. How much is this problem costing them? How much time are they losing? How many customers are they losing? Every business will urgently want to fix these.
Identifying the Key Decision Maker
Ultimately, the buck stops with the key decision maker. If there is anyone in your client organization who will understand and appreciate the need for urgency, it is the key decision maker. If your contact in the sales process isn’t the key decision maker, they will want to make sure they keep the key decision maker happy. You’ll want to speak to the key decision maker as soon as possible because that’s where you’ll seal the deal.
At some point, your prospective client needs incentives to do the deal with you. This should be as simple as giving them something they like, understand, and can afford. Your fact-gathering and requirements definition should take care of the like. A combination of that and effective presentation of your own solution should take care of the understand. All that is left now is the affordability. If your pricing is competitive, especially considered in conjunction with the solution (business benefits) you’re offering, you should close the sale.
Sometimes, you’ll need to provide further incentives. The client should already feel sufficient sense of urgency, but if not, then remember that perception is reality. Your MSP sales skills will make the difference in managing the perception of affordability. Ideally, you’ve already helped the client see clearly that they cannot afford, NOT to do business with you.