IT marketing is all about getting potential clients to a position where they are compelled to make a choice in favor of the company conducting the outreach campaign. Generally, there are several levels of marketing. There is that which is remote, and only tangentially affects prospective clients. Then there is that which engages directly through targeted content and the like. The final stages of marketing lead a customer to a salesperson that will ultimately close a deal. This salesperson needs to have in mind a particular strategic approach to making a sale, and the core of it may surprise you.
Ultimately, you can’t change anyone’s mind anywhere in any way. Maybe the only thing you can do is compel them to change their mentality and thinking. The client is the ultimate arbiter of his or her own decision. Since you want to work with clients perpetually and have a relationship that leads to the regular referral of additional clients, it should be your prerogative to meet client needs. Part of that attitude revolves not around argumentation, but around finding ways to redirect objections.
One difficulty you will have to overcome internally will be clients who bring what they feel to be ironclad objections against your service when you know very well that your MSP can precisely meet the need of the client. Often in their mind, they have convinced themselves otherwise, so they will say something to the tune of “Well, this individual told me that these services don’t actually meet the time necessary, and so I’m not sure your services will work for us.”
The instinct of the salesperson may be to argue back, defending whatever situation the client is referencing. A better way to approach that is to make a turnaround. Agree with the customer. Perhaps respond with something to the tune of “We have had this issue in this place with this service, which has led us to effect this solution, something which, considering your particular business, would cover the disparity.”
Certainly, you will come against situations where this IT marketing technique is not quite as effective, and you will have to concede that certain services will not necessarily be requisite to client needs. However, if you can offer a suite of other services in a different configuration, you may be able to do what the client wants. You have to be honest and straightforward, think outside the box, and above all, ask questions.
Many clients have the wrong idea about certain services, and this wrong idea is informing their misgivings. If you ask the right questions, you will be able to get to the root of the wrong thinking and correct it, which can give the client the information they need to make a positive choice in regard to your services.
You will have to think fast, however. As you respond to contentions with questions and turnarounds, your client will naturally feel somewhat defensive. This is to be expected. Be creative and cognizant in the conversation. Ask many questions in a different rhythm and conform to different subject matters. Do not overwhelm the client, but see if you can catch their train of thought and keep it from going into rough territories.
Here are some issues to highlight to make the client make the best decision:
- Business size
- Common data needs
- What previous tech solutions they used
- What kind of budget they are working with
- Whether scaling up is part of their decision to find new MSP services
These are just a few hypothetical subjects, which are likely to give you relevant information on a great number of prospective clients. Additionally, you want to pay close attention to the client themselves as unique from other prospects, and meter your pitch such that it is personal to them. It may take some practice, but eventually, you will find clients choosing your services with greater rapidity and satisfaction.
IT marketing cannot rely only on one kind of outreach. The human element is an integral component in new client acquisition, so ensure you are strategic as you refine your technique.