In the world of MSP and technology-related marketing, there’s a situation that is far too common that I think deserves a closer look. Feel free to stop me when this starts to sound familiar:
You've built and rebuilt your marketing strategy a number of times and you're finally starting to attract the new prospects that you need. There's one in particular that you've definitely got "on the hook," so to speak. You've worked hard to engage in some discovery conversations with them, you're continuing to work hard on building a mutually beneficial relationship with them, and... then it just seems to end.
You've got no problem getting someone's attention, but you're not able to do anything with that attention once you have it. People are hearing what you have to say, but they're not truly listening—at least not in the way that you need to get them excited about setting up a sales meeting.
So why does this happen and what can you do about it? You're about to find out.
If You Want Someone's Attention, You Have to Earn It
One of the major issues that a lot of managed services providers deal with has to do with how "cold" and "calculated" their sales pitches actually are. The highly-technical nature of managed services tends to naturally keep people at arm's length, so to speak—they're a bit harder to understand than a lot of other things and, as a result, are a bit harder to sell.
Therefore, one of the best ways to really get prospects to listen to your sales pitch involves addressing this particular problem first and foremost.
Simply put, you need to go out of your way to make your prospects comfortable. To do this, focus less on the logical part of your pitch and more on the emotional angle. You need to make sure that your initial conversations are less about what your managed services can do and are instead about what they can do for your customers.
Start by showing a prospect that you understand them. You "get" their business, what they're trying to do and why that's so important. You're aware of the unique challenges they face and why it's critical to overcome them. Then, contextualize your pitch against "here's how managed services can help solve your problem or help you meet those goals."
This is how you build a rapport with someone, which is in turn how you engage them emotionally in a way that builds trust.
Let’s say you have a prospect who is interested in an alternative to their current server and who may be interested in cloud migration. That initial interest is enough to start the conversation... but it will also end pretty quickly if you're not careful.
Based on the buyer personas you've created and the personal research into your prospect and their company that you've done, make sure that you begin the conversation with THEM. Start by talking about how you understand that they're looking for ways to make their transition into the cloud easier. You understand how important mobility is to them, because it will allow employees to do more while on the go. You get that they're looking for ways to improve collaboration and communication, and also why that's so critical to their business.
Then, present your argument for cloud migration (or any other service) as not just a solution, but as a solution to those issues in particular. This is how you get someone to not just hear your sales pitch, but to truly listen to it and consider it from an angle they likely wouldn't have in other circumstances.
In short, if you really want to get prospects to listen to your sales pitch you need to start with the prospect, not the pitch. Starting with your managed services and working your way to the customer is a great way to get someone to tune out pretty quickly. However, if you start with the customer and then work your way back to the services, suddenly you've earned their attention in a way that will ultimately prove to be mutually beneficial for everyone involved.
Your Journey to Stronger Sales
Every company is a bit different from the next, and the ways in which you actually sell your services will be influenced on a wide range of different factors. But at the same time, there are a number of techniques that work wonders in nearly every situation and this is absolutely one of them.
You've attracted a new prospect. You've engaged them in initial conversations. In order to truly get them to listen to what you have to say, you need to make sure that your sales pitch is focused on your most important commodity of all: them.
If you'd like to find out more information about MSP sales and marketing strategies in the modern era, or if you have any additional questions you'd like to see answered, connect with me at Tech Pro Marketing today.
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