Consider Five Levels of Lead Qualification in MSP Marketing

MSP marketingMSP marketing is often unique to an MSP. Still, there are certain traits which have an observable level of statistical uniformity defining them. For example, you’re not going to generally bump into someone in the street and secure a new long-term client. But and however, that happens at statistical intervals.

Though you can’t treat everyone you see as the next primary customer, you should definitely be prepared to employ such an approach should the opportunity arise. That said, there are going to be areas of operation which require a more directed, strategic approach. As the old saying goes, you’ll catch “more flies” with honey. Forget who’s catching flies, here’s the point: if you want to catch a client, make it worth their while and draw them in organically–at least as much as you can.

Following are five strategic areas of lead qualification worth considering, planning for, and employing:

Any Contact

As previously mentioned, MSP marketing needs to treat any contact as a potential lead; but you don’t want to exhaust yourself launching a pitch to every Jim, John, and Jerry you meet in the street. You want to pay attention to signs–for example: if you’re talking to a janitor, that individual is unlikely to have authority over his company’s interior network solutions. If suddenly for some obscure reason a custodial employee becomes interested in your products or services, however, don’t dismiss him. Have him put you in contact with the appropriate decision-making individual.

Appropriate Individuals

You need to talk with the person who can make a purchase decision regarding your business. CEOs are generally better than CIOs, as CIOs may feel you threaten their job–even though most businesses just allocate existing internal IT personnel to core needs rather than liquidating them after securing MSP services.

A janitor likely can’t put you in contact with a CEO, but then again, maybe he can. Regardless, get in touch with the right individual, and tell them about your services. It may take a few months or even years for them to sign on with you, but if you continually “leave breadcrumbs” of information, as it were, you’ll eventually draw the lead into a place where conversion becomes likely.

Meeting Needs of Appropriate Individuals

You need to ensure that whatever you do, you meet the needs of those who are potentially buying for you. Usually, they’ll want things like security, business continuity solutions, BDR–the list goes on. Figure out what clients need, and then see whether or not your MSP can provide it. Here’s a thought: you should know your business’s limitations and specializations before getting into any conversation with any prospective client. You’ll make more conversions out of leads if it is evident that you know what you’re talking about.

Work With Leads

Sometimes your competition has gotten ahead of you and promised potential leads that which you can’t deliver. Sometimes you’re just dealing with a persnickety customer. Here’s what you can do: design packages that include “redundant” services which can be subtracted from the overall package to meet client budgets. The only place where you’re in trouble as regards needs is if the client asks for services your MSP is unable to provide. Otherwise, you’ve got some wiggle room. If you can use that wiggle room, you should.

BANT Formula

You need clients to be in the BANT range. Your services must be within the Budget of prospective clients, they must be Authoritative, meet Needs, and do so in the proper Time-frame. If client needs match your BANT formula, they are more likely to be converted. Certain numbers will differ depending on the scope of your operation.

MSP marketing that works to secure pre-qualified leads, has flexibility in meeting potential client needs, works with appropriate individuals, and is always ready to make a sale will definitely secure more clients. Strategically optimize your outbound marketing strategy and you will see more lead conversions, reach out to MIS-Solutions to learn more about innovative and effective MSP marketing strategies.

Jennifer Holmes

Jennifer Holmes is President of MIS Solutions and a Georgia native who, after graduating from Georgia Tech, became an accomplished research virologist at the Centers for Disease Control and Prevention in Atlanta. In 2000, Jennifer hung up her lab coat to join husband Lliam at MIS Solutions as President. In the past 16 years, she has led the MIS Solutions team to become the leaders in Metro Atlanta IT Support. MIS Solutions, Inc. is on a mission to provide managed IT services to Atlanta businesses to help them grow and support their businesses. MIS Solutions provides a wide range of IT services to Atlanta-based businesses and, combined with Jennifer’s passion for sharing effective business strategies with her clients, they are able to deliver the best business IT Support for each client’s unique environment in Atlanta. In 2013, Jennifer’s leadership and marketing skills won her the title of Spokesperson for the nationally acclaimed Technology Marketing Toolkit, an industry group of over 550 top U.S. She is a graduate of the Leadership Gwinnett program and has acted on the boards of the National Association of Women Business Owners’ Atlanta chapter, Gwinnett Great Days of Service, the Buford/North Gwinnett Rotary Club and the Gwinnett Chamber’s Technology Board.