When it comes to backup and disaster recovery (BDR), it can be difficult to market to prospective clients. Most of these struggles can be summed up into the following points: a lack of understanding of business continuity, an inability to speak to the right people and a tendency to get lost in the competitive clutter. Because of this, marketing your BDR solution isn't just a matter of having the best product – it's a matter of marketing in the most memorable, effective fashion, so as to stick out from the crowd and encourage prospects to choose in your favor.
For MSPs, the challenge lies in convincing the right prospects of the need for such technologies in today’s business environment. This might leave many of you wondering, then how do I do that? In this post, I'll walk you through how to market your BDR offering to potential clients by making good impressions, understanding client needs and demonstrating the value of your BDR offering.
Before You Market: Understand Business Continuity
Business continuity is the idea of a business being able to run with as little downtime as possible in the event of an accident or catastrophic event, such as hardware failure or data loss. This is what backup and disaster recovery solutions are built for, and it’s where the value of your offering lies. However, not every BDR solution is created equal. Most MSPs focus on storage availability or 24-hour monitoring when marketing their BDR solution. While these are all compelling considerations, in truth, prospects mainly care about the amount of time it takes to recover their data. The difference between hours and days can be the difference between a BDR sale win and a BDR sale loss.
In winning over your BDR prospects, explain to them how your quick recovery time enables increased employee productivity and reduces downtime. Always highlight these business benefits of your BDR solution when marketing to prospective clients.
Step 1: Know Your Clients
Speaking of your clients, get to know them. The big failure that many people face is that they never get to meet the people who are actually making the decision – typically a board of executives. Most will only meet one or two, and even if they manage to build rapport, that still isn't enough to impress everyone involved in the process.
The first step in marketing your BDR offering is learning who your targets are. In understanding your buyer’s persona, you will also be able to understand their needs and strategically target them. What type of information are they looking for, or what types of pain points are they facing? Addressing these points will make your pitch much more relatable and personalized.
Similarly, learning the names of all the executives responsible for deciding whether or not to adopt your backup solution will give you a leg up. In most cases, all you need to do is ask in your first sales meeting or send an email to learn who these people are. Different roles within the company have different business concerns – a CFO might not care about the same concerns an IT Director might have. Tailoring your pitch to these specific roles will allow you to appeal to all the people involved in the decision making process. Once you know and understand who they are, you can start marketing to them.
Step 2: Make Great Impressions
Chances are you won't get a face-to-face meeting with every gatekeeper or key decision maker. Still, make the most out of those you do secure, and work hard to make a good impression on a personal and professional level. Do this by arriving on-time with marketing collateral prepared, or have carefully-crafted answers for any questions they may ask. After your meetings, further earn their trust by taking the time to write them a note. You can even toss in some sweets (gift cards are particularly effective). Send these goodies to everyone that's involved in making the decision, and you'll wow those with influence, not just one or two people.
Ultimately, those you meet with will judge you based on the value of the information you present to them. That's why you must know how to convey the real business value of your BDR offering. You can demonstrate that value by helping them calculate the cost of downtime at their business to better understand the potential impact and all the unforseen moving pieces that accompany a disaster situation. Niceties and common courtesy are great, but they won't get the client signature.
The goal of making these lasting impressions is so you can stand out among other competitive offers. By taking the time to get to know your prospective clients and understand their pain points, they'll appreciate your level of attention. As a result, they'll evaluate your bid and proposed solution more seriously than had you taken a cookie-cutter BDR marketing approach.
Step 3: Follow-Up
This is the phase that stands between you and your BDR prospect signing on the dotted line. You want to ensure that your proposal isn't left unanswered for too long, so use this time to reach out to BDR prospects via email or phone and verify that they have all of the information they need. Continuing to build your relationship by following-up will allow prospective clients to view you as a trusted IT advisor! Giving them simple explanations and pointers will demystify the process and earn you a lot more trust than you might otherwise receive.
As a trusted MSP, it's your job to maintain a good relationship with your clients, even while nothing is happening that requires your recovery solution to kick in. The true benefit of backup and disaster recovery is that you can have peace of mind and focus on your work without worrying about what might happen to your critical files. With a clear communication and marketing strategy, and a deep understanding of what you can offer your clients, you’ll be able to close more BDR deals, win new revenue and continue growing your business long into the future.
By Dave LeClair
By Courtney Swift