Backup and Disaster Recovery (BDR) is an important business practice that ensures business continuity. Backups are saved copies of data that can be restored in the event of it being tampered with, lost or damaged. Disaster recovery deals with recovering that data after a disaster, like a system failure, fire or power outage. BDR also has virtualization capabilities. In simple terms, it acts as an extra server while the main server is down, allowing businesses to get back up and running with minimal downtime.
Disasters can obviously happen to any person and any business...so why don't people take more action? And, how should you sell your BDR solution to these people?
Let us look at two techniques:
Traditional Sales Techniques Aren't Working
MSPs usually rely on Fear Uncertainty and Doubt (FUD) when selling a new system. The issue with this tactic is that everyone in business is already used to this kind of marketing blurb, so even if something really is that important, trying to shout that "you NEED something or your business WILL collapse" likely won't be effective if the audience is already desensitized to that kind of messaging.
Now, make no mistake: BDR is vital. We don't live in a world where a business can avoid accidents or downtime forever, but if you attempt to force them to adopt it early, each day that their business doesn't explode will lead users to believe that if they had purchased your business continuity offering, they would've wasted their money. Drumming up hysteria typically doesn't work with savvy customers, and it's not how I'd recommend you go about things, anyways.
So how do you sell backup and disaster recovery?
Getting Personal Is a Better Approach
You want to get personal, for one. Don't necessarily jump to scare tactics, but make the client consider what could happen if they fail to be properly prepared. If all of their servers went down, what happens to their company? What happens to them? Do they get fired? Do they have to cancel their vacation, work more hours or lower their own pay? Major incidents can have huge impacts on businesses; and for some businesses, a full outage means that the business literally cannot function until their systems are back up, which can take days in a worst-case scenario.
Don't tell a horror story. Be realistic. The true benefit of backup and disaster recovery isn't always the fact that you can pick yourself up from most disasters with proper preparation, it's that you can have peace of mind, all the time, and focus on your work without worrying too much about what might happen to your files. There's a lot of anxiety about data security in the world lately, regardless of who you are. Having a proper business continuity plan can help remove that unsettling uncertainty.
Suggested for you: 3 Common Backup and Disaster Recovery Objections - and How to Handle Them!
At the end of the day, the decision to use scare tactics vs. personal appeals with clients is yours to make. We just happen to believe that the latter is the better way to sell BDR. Doesn't it feel a lot better to buy something because it makes sense, as opposed to just being scared into purchasing? And aren't we all more inclined to buy more when we know exactly why we need to do so? Think about it.
You've heard what I have to say, but what do you think? Have you found more BDR sales success with one of these techniques over the other? Leave a comment below!
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