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3 Steps to BDR Sales Success - Pt 2: Coach's Corner Episode 6

Posted May 6, 2015by Ray Vrabel

Bring it in, team. We're continuing our stellar managed IT services season with Continuum Coach's Corner, an educational video series designed to teach MSPs the business strategies and best practices needed to succeed in the ever-changing IT world. Huddle up with me, Coach Raymond Vrabel, Director of Technical Account Management at Continuum, as I map out play-by-plays to increase your revenue and profitability. In this episode, we give you Part 2 of our 3 Steps to BDR Sales Success. Haven't seen Part 1? Fear not! Find it here!

After your initial assessment phase in Part 1, it's time to optimize your BDR offering. With a full understanding of your client's needs, you can make the case for the actual sale of the BDR services. This begins with a firm understanding of your value proposition. We'll walk you through how to identify and optimize this with effective Service Level Agreements (SLAs), product packaging and marketing. So where do you begin? Tune in now!


Below you'll find a still of today's whiteboard and a transcription of the lesson:



Video Transcription:

Welcome back to Coach's Corner. I'm Raymond Vrabel, Director of Technical Account Management here at Continuum, and today we're going to talk about Step 2 in the three steps to BDR success. Optimizing the offering.

With a full understanding of your client's needs it's time to make the case for the actual sale of the BDR services. This begins with a firm understanding of your value proposition, which you can show through effective packaging and marketing of your services. A detailed performance agreement will help you formalize the service and its guarantees. These elements are all brought together in a solid go-to-market strategy.

So first let's discuss the value proposition. Real value is defined by what the solution provider does, not what tools they use. Consider the value in the plans, policies, processes, and professional support that you are bringing to the table in a BDR engagement. This expression of technical expertise, experience in supporting customers, and an understanding of the unique requirements of the target market will all resonate with you potential clients.

So now let's talk about product packaging. All of the various vendors out there, products, technologies, and services that you collect when you're crafting a BDR offering are just pieces to the puzzle. In aggregate, they make up the unique, value-added services that your customers are looking for. You should brand these products and services with proper names so that your users will identify them with your brand and value proposition.

Finally we have contracts and SLA's. When it comes to BDR performance it's more than a promise, it's a contractual obligation. Proper service level agreements list the terms under which you guarantee the restoration of their data, applications, and processes in the event of a disruption. These provisions are typically expressed in a few ways. We have RTO, RPO and even RGO.

So let's discuss RTO. This is how quickly an IT manager can find, access, and even retrieve these protected assets. Next the recovery point objective, or RPO, is the time in which you should be able to recover or roll back these systems. And finally we have recovery granularity objective or RGO. This is defined on how granular, within the storage architecture, that recovery really needs to be. This could include file, block, even transaction level back-ups. All of these elements help determine how a prospective client views you and your company. They represent your value to the client, the strength of your company, and demonstrate a clear understanding of the contractual obligations between you and your client. All of these things are going to help you establish credibility within your client. Thank you for tuning in. See you next time.


Become a BDR expert! 

Hope for the Best, Plan for the Worst: The Keys to Effective Backup & Disaster Recovery

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Ray Vrabel is Continuum's Director of Technical Account Management and participates in product and service growth initiatives, and also manages Continuum's Technical Account Management team, which supports over 3,500 partners worldwide. Prior to Continuum, Ray joined Zenith Infotech in 2005 and held several positions including Service Desk Manager, Sr. Technical Account Manager and Sr. Manager of Service Operations. He currently has over 15 years of experience in the IT industry, specializing in Managed Services, Disaster Recovery, and Cloud Solutions. Prior to Continuum and Zenith, Ray worked at ANH Refractories, a world-class provider of Refractories products, in their Service Desk Department supporting 53 locations and 1,500 employees. Ray also worked for a startup venture at Body Media a pioneer in wearable body monitoring systems as a technical lead in their Technical Customer Support Department. Ray holds a Bachelors of Science in Business Technology Support and Training from Indiana University of Pennsylvania.

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