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How to Leverage Product Demos When Selling MSP Services

Posted November 7, 2018by Lily Teplow

How to Leverage Product Demos When Selling MSP Services

During the typical MSP sales process, countless hours can be spent talking to prospects about the value of your managed IT services. However, how can you actually show them said value?

The answer may be simple: product demonstrations. Product demos should be used throughout your sales cycle and even when cross-selling and upselling existing accounts. In this post, we’ll explore how MSPs can better leverage product demos and the benefits they can have on generating new and better business.

Showcase the Scope of Your Services

First and foremost, product demos will allow you to show off the breadth of your services and offerings. With everything that happens behind the scenes in managed services, there’s a lot that can be out of sight, out of mind. When you say, “we’ll provide 24x7 monitoring, with a focus on maintaining uptime, updating your systems, patching, etc.” it can be difficult for SMBs to perceive the value of that if they don’t truly understand how much work goes into it.

With product demonstrations, you have an opportunity to show clients and prospects what’s going on under the hood. Now, you don’t need to give away your ‘secret sauce’ or show them every portal, but it’s important to give them a sense of what your toolset looks like and how it functions.

Product demos can also help you demonstrate how much you’re doing, particularly if you offer a number of services. Whether you provide remote monitoring, disaster recovery, help desk support, cyber security, or all of the above—product demos are a great way to showcase the scope of what you offer, reminding businesses why they are or should be writing a check for you at the end of every month.

Explain How Insights Are Used

The next benefit of product demos comes from being able to explain how you’re using the data and insights that come out of your toolset.

Being an MSP today means being your clients’ strategic advisor and consultant. It’s not just about managing their IT on a daily basis, it’s about actually helping your clients align their business goals with their technology roadmap, and allowing them to understand how you’ll assist them in that mission. This is a very important part of customer retention and building long-term relationships. 

When performing a product demo, be sure to explain how you’re using data and reports to reinforce your value statements. For example, you can look at device data that’s coming out of your RMM or other tools to understand the health of certain machines and when it might be time for a refresh. This allows you to go one step further from the first point I covered. It’s building upon what’s under the hood, and showing how you’re calculating the aggregate information that’s coming in to make smart decisions and investments as an MSP that will help your clients be more successful.

Demonstrate the Ticketing and Support Processes

A large part of any MSP-customer relationship is going to revolve around getting assistance. Whether it’s through email, web chat, or opening a ticket through a portal, seeking help is an important part of your relationship and it’s something you can demonstrate during a product demo to explain exactly how the working relationship is going to function.

You want to be able to express, “this is how you open a ticket with us, this is how we manage the incoming traffic of those tickets, this is how we respond to alerts, etc.” This also offers a good opportunity to talk about your service level agreements (SLAs) and objectives, i.e. how quickly you’ll respond, when clients can expect to get resolution for certain types of issues, or what the escalation process looks like.

All in all, product demos will help you prove to clients why they should work with you. If you have the right technology capabilities, if you have the proper processes in place, and if you maintain good lines of communication, that’s going to show the true value that you bring to the table as an MSP. This is important to bring forth in your product demonstrations, so that people can see how happy they’d be doing business with you and prompt them to move forward with the sales conversation.


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Lily is a Content Marketing Manager at Continuum and is passionate about helping businesses solve their biggest challenges. She is responsible for managing Continuum’s MSPblog and writing on a variety of topics, from sales and marketing to cybersecurity, helping establish authority in the MSP market. Lily is also a seasoned content creator and has supported Continuum’s PR and media efforts. In her spare time, Lily enjoys singing, traveling the world, and cheering on her favorite Boston sports teams!

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