MSP sales which are informed by targeted outreach are going to be more successful. You need to know who your ideal clients are, where they are located in a social sense, and how best to reach them for conversion. Following are several tips to help you do these things:
- Understand not all potential clients are “equal”
- Ensure you avoid the wrong type of client
- Keep data on acquired leads to hone outreach
Understand Not All Potential Clients Are “Equal”
MSP sales strategists must keep in mind that clients come in a weighted class. That is to say, some are objectively better than others. A small client who only brings 5% profit on the effort you put in to serve them probably isn’t worth it for a burgeoning MSP. However, an established business will be able to make such a tiny profit margin work, as they’ve got much larger clients to balance out the expense. You need to establish where baseline profitability is in reference to how much you must spend to serve a client. From there, you need to establish which clients are most likely to meet that baseline and how to best reach them.
Ensure You Avoid the Wrong Type of Client
The wrong type of client can come from either end of the economic fence. A low-profile client was explored in the earlier section, but a big-ticket client who expects so much from you that they end up being the sole entity to whom you provide service can be equally bad for your business. Such a client may monopolize you, then reject you; and will your MSP be when that happens?
Keep Data on Acquired Leads to Hone Outreach
Last but not least, keep information on all the clients you acquire and all the leads you reach out to. This will help you avoid wasting your time.
An MSP sales team focusing on the best clients and keeping data to help define them will convert more often and see more profit.