MSP marketing is hard; there’s no denying that. The buying cycle is longer, and the stakes are higher. Additionally, people are looking to get more for less with greater determination than industries that don’t have so high a total cost over time. Here’s the truth: technology isn’t cheap. However, just because it isn’t cheap doesn’t mean it won’t save clients money. As a matter of fact, adroit application of cutting-edge technology can save even smaller businesses hundreds of thousands of dollars on an annual basis— and in a sustainable way. Here are five tips that those marketing for their MSP can follow to help convert more prospects:
- Don’t try to sell all prospects, try to sell the right ones
- Don’t drive prospects away with over-zealous contact
- Don’t avoid client objections; find them and address them
- Do increase urgency
- Do strive for prospect comfort
Don’t Try to Sell all Prospects, Try to Sell the Right Ones
MSP marketing shouldn’t be scattered amidst multiple prospects without honing your pitch. You want tailor-made presentations given to prospects who are more likely to purchase the services your MSP provides. The more idiosyncratic the package you put together for potential clients, the more likely you’ll convert them and even retain them over time.
Don’t Drive Prospects Away with Over-Zealous Contact
You shouldn’t contact prospects too often. There’s a sweet spot here. Yes, there are many studies that show contacting a prospect five or more times is more likely to result in a conversion. However, if you contact that client five times in the same afternoon, this just isn’t likely. Part of what makes marketing for tech companies difficult is the necessary time involved. You’ve got to be ready to follow through with a sales cycle that can sometimes take a year or more and pass through different technological availability. Sometimes, your client has to realize that they really messed up before they’ll sign with you. So, look at the needs of the client, look at their potential budget, gather all the information you can and make strategically designed sales pitches at the right intervals.
Don’t Avoid Client Objections; Find Them and Address them
If a potential client has objections to something in your services model, you want to suss out that objection and address it as directly as possible. Even if your MSP can’t directly solve whatever it is the prospect has taken issue with, the fact that you’re willing to directly address it will give them an increased measure of comfort in terms of dealing with your company. Subsequently, that comfort may make the transformation into trust and then conversion. If you hear that there’s an objection at the back of a prospect’s mind through their tone of voice or unwillingness to commit, you must address it.
Do Communicate Urgency
There is often urgency in terms of technology. What is advantageous today will be antiquated tomorrow, and that trend seems to be increasing. Moore’s Law predicts that technology of the computational variety will double on itself every one to two years, depending on which source you decide to look into when exploring this precept. Beyond Moore’s Law, it turns out that many systems of storage and computation physically wear out within several years’ time. For businesses to obtain and sustain the greatest number of cost-effective advantages, acting quickly is recommended. If you can, institute a means of allowing salespeople to “discount” services through various promotions. Don’t over-pressure the client, but do surround your sales pitch with flavors of urgency if possible.
Do Strive for Prospect Comfort
Whatever you do, you want prospects to be as comfortable making a decision to work with your company as possible. If you’ve got a five-contact minimum strategy for salespeople, except in situations where this cannot be accomplished for one reason or another, then you don’t have to worry about prospects signing on all at once.
See More Success
MSP marketing that makes prospects comfortable but communicates the urgency of services while addressing objections, contacting clients at proper intervals, and targeting directed sales pitches for specific prospects will likely see an increase in conversions.