When it comes to effective MSP marketing strategies, many IT services discover it is challenging to find techniques that work consistently to secure new clients. While it is a detailed science, in the case of many MSPs, it is also a case of “easier said than done.”
According to a recent report, MSP adoption is somewhat low among IT professionals, as well as businesses. In fact, one report showed that seven in 10 organizations used no type of managed IT service at all. While this may seem disheartening a bit, it also represents a tremendous opportunity for active MSP pros to get in there and get new customers.
The Selling Process
Believe it or not, selling managed services is similar to selling virtually anything when you consider that the MSP customer profile has changed. Today, your ideal customer wants much more than just another service. They don’t just want to reduce their workload. In fact, today’s customer wants personalization and superior flexibility. This means that MSPs have to keep targeting the proper channels with marketing messages that are crafted to the continually changing customer dynamics.
For example, if an MSP sales professional is attempting to sell a client the cloud and making this move to the cloud for their business is a complicated process, consider how you can sell this from a marketing perspective, rather than a services one. Let them know the benefits of the cloud and that your team is there to take care of each step. This minimizes issues related to not understanding the process and helps ensure the business opts for the cloud due to the high level of customer service provided.
One of the biggest sales issues that MSP marketing pros have to address are those related to security. Chances are, you don’t like letting other people use your phone because of the personal information it has stored inside. Think how someone feels when handing over the keys (i.e. passwords) to their multi-million dollar infrastructure (even if their business isn’t worth that much).
Even the average company leader/manager is aware of the risks/security threats present to corporate identities, dollars, and data. This results in the individual being scared to let anyone in and paranoid that if they do trust someone, it is going to lead to disaster. As an MSP, being prepared to identify any vulnerabilities in the existing security strategy of the potential customer is a must. It is also essential that the MSP lets them know how their services can eliminate these “holes.”
In most cases, an MSP is challenged with assuring potential clients that the services they provide offer peace of mind, privacy, and security. Your job is to ensure they feel safe leaving sensitive business data in your hands.
Creating Your Marketing Lens
In the marketing game, you have to deal with objections all the time. The best way to handle these effectively is to come up with creative answers and solutions that are unlike the replies that other vendors provide.
For example, when you use your marketing abilities, you can easily show potential clients the benefits of your services. Create sales pitches that highlight what you do differently and the enormous benefits it has had for other companies. When it comes to IT services, the “proof is in the pudding.” When you can prove how your services help others, more customers begin to see the value and want to jump on board.
In MSP marketing, you should know that thinking on your toes is just part of the job. Make sure to address potential customers concerns, worries, and anxieties. Use your marketing training to make your services seem valuable and unbeatable.
Nexxen Technologies, Inc.
West Palm Beach, FL
Nicholas Fortin is the President and Owner of Nexxen Technologies, Inc., which provides IT Support in West Palm Beach. With a wealth of experience in the IT industry and a very real sense of what it takes to run a successful business, he is the ideal person to help their clients achieve more through a more efficient use of technology. Nicholas is well versed in the management of computer networks, IT Infrastructure and Operations Services (IOS), as well as in IT security best practices, due diligence, PCI-DSS, SOX, and HIPAA compliance. Nicholas is justifiably proud of his ability to establish and maintain excellent working relationships, not only with their clients and vendors, but with his co-workers too. Their 98% customer retention rate is a source of pride to everyone on the Nexxen Technologies, Inc. team too!