MSP marketing has evolved far beyond blind outreach and simple cold calling. Actionable strategies are now required to generate more interest from your prospects. But if marketing isn’t necessarily your forte, how do you know which approach is best? Quite honestly, there’s no one right answer, but one established strategy that you should definitely be cognizant of what is called “AIDA.” AIDA stands for Attention, Interest, Desire, and Action. Let’s breakdown some of these AIDA principles and how you can leverage them in your MSP sales and marketing meetings.
1. Dress for Success
On a subconscious level, how you look and how you are perceived go hand in hand. You want to look like a professional and someone who is trustworthy of doing business with. Aim to wear a suit or something of the like that communicates, "I know what I'm doing, I am experienced and I am successful.” Sometimes, books are judged by their cover, so you want to ensure that yours appeals to the prospects you are trying to partner with. Don’t spend too much time mulling over the color or length of your tie, or debating if your shoes match your suit or not. To generate the appropriate interest, the key is to look presentable and put-together.
2. Chum the Waters
If you want to catch sharks, throw down a bunch of fish pieces which pique their hunger. This is called "chumming the waters." If you’ve ever watched an episode of Shark Week, you’ll know what I’m talking about. Essentially, you want to do the same at your sales meeting – bait the waters by bringing a bunch of people! Showing up solo is not something that's going to generate much interest, attention, desire or action. Additionally, "chumming" the sales waters with a bevy of your own "chums" communicates your company isn't some extravagant operation. Small companies can only afford to send a small team, yet credibility increases substantially with numbers. Ultimately, the larger and more effective your operation is being perceived, the more action your sales team will ultimately get.
Yes, this is actually meant in the literal sense. Get a mini projector to make your presentation stand out. Mini projectors can be bought for as low as $200 or as high as $1000; generally, the more expensive, the more effective. However, a $300 projector will do the job just fine, and it's a great conversation starter. Technology is always impressive and will garner attentive, desirous interest that likely yields sales action.
4. Feed Your Prospective Clients
When you're in a market where a conglomeration of MSPs are in competition to obtain client services, clients are going to follow the path of least resistance – and how can anybody resist a free lunch?
Let your sales meetings feature lunch. On a subconscious level, this makes those entertaining your meeting feel – whether or not they act on this feeling – that they owe you. Also, this is likely to make your meetings better attended. You can send invites that include a question like: "Would you be available for our complimentary lunch meeting?" If you really want to secure that client, have the meeting at their favorite restaurant, or if that's not possible, have their favorite restaurant catered to the conference room you're using.
The biggest thing you want to remember when conducting MSP marketing meetings with specific prospective clients is to bring enough for everybody. Ask how many will be attending the lunch meeting, and order three or four extra portions anyway. The interns at the home office will likely eat them if there is any overlap – or you could have those portions later. But what you don't want to happen is for anyone to get left out. This will certainly sour any presentation.
In order to have an effective impact on your prospects, your MSP sales and marketing meetings should be conducted by a team of well-dressed professionals who seem to represent a large company that can afford cutting-edge technology (like mini-projectors) and lunch for prospective clients that can catch anyone's attention, keep their interest, and make them desire to take action by investing in your MSP.
By Richard Harber
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