Earlier this year, I wrote a piece about the value of using content to generate leads instead of using sales to chase them—and I'll be honest, the response was overwhelming. Out of everything that I've written up to this point—and I've published over 25,000 words, including one eBook, this year alone—that was the piece of content that received the most amount of feedback.
But at the same time, a lot of the questions I received all came from the same place—and it gave me a bit of a pause.
Most of the questions I got were some variation of "if you're supposed to sell value and not technical specifications in your content marketing, when do you introduce the technical aspects of your MSP services?"
The answer to that question, of course, requires you to keep a few key things in mind.
Time is Your Biggest Asset. Use It Wisely.
I don't want you to get the impression that leaning heavily on the technical aspects of your MSP services is bad—it's just that the majority of the time, most MSPs introduce those aspects way, way too early.
When you start using your content to generate leads and drum up interest, you're performing a very delicate tightrope walk. You're building a house of cards, as it were—and each card has to be placed in exactly the right spot or you're never going to get to the top.
If you introduce the technical aspects of your offerings even a moment before you've properly built up the value of their net benefit, then I'm sad to say that you're finished before you've even gotten started. You've fallen off the tightrope and that house of cards has come tumbling down around you.
Again, this is important enough to where I think it needs to be repeated: the value of your services are the most important thing you offer. Yes, the fact that your services are technically better than your competitor’s is important. Yes, those reams of specifications documents are a critical aspect of what you're doing. But in the eyes of your customer, they're the least important part—which means that this had better be true in your eyes, too.
Timing is Everything
Thankfully, the solution to this problem is also a simple one: save the technical details for your overall solutions presentation, technical roadmap presentation, or technical audit review. Present it to your customers only after you've taken the time to properly contextualize the value that they're really paying for. Say to them, "here is the value that I can generate for you, and then here is the technology that I will use to do it."
Basically, those technical details should not be your value proposition. Value is your value proposition. The technical details are just another weapon in your arsenal to teach these people what they need to know in order to make the most informed purchasing decision possible.
Along the same lines, never, under any circumstances, just email your prospect a spec sheet and call it a day. If they even read it to completion, and they probably won't, it's only going to make their eyes glaze over because it lacks that emotion and context that is such a pivotal part of what you're trying to build. At that point, all you've done is taken one of the most essential assets that you have and artificially limited its power.
At the precise moment when you've built up enough value in the services that you provide and you've properly illustrated the benefit to your customer, and they've shown that they've bought into that value, then you can flip the switch and talk about how you're going to get to the end result. That's the most appropriate moment to bring technical specifications into the discussion.
Think of it this way: those technical specifications should be the cherry on top of your technical audit and discovery process. You know how when you go to see a Bruce Springsteen show you know from the time you walk in the door you're going to hear "Born to Run" that night, and Bruce Springsteen knows it, but he will never, ever open with it? He'll save it for somewhere in the last 45 minutes as part of an epic, grand, showstopping finale. Your technical specifications are your "Born to Run" and you don't want to roll them out a moment before you have to or you run the risk of losing your audience entirely.
When in doubt, be like Bruce Springsteen. They call him "The Boss" for a reason.
The Technical Aspects of Technical Specifications
In a lot of ways, this is just another one of those self-fulfilling prophecies in the world of MSP marketing. If you start to focus on building value, by the time it is right to start discussing the details of your specs, they trust you so much that they don't even want to look at them anymore. At that point, they're willing to just go with whatever you recommend. Ironic, from a certain perspective, but valuable nonetheless.
And if you'd like to find out more information about when to introduce the technical aspects of your MSP services into your marketing, or if you'd just like to get an expert opinion on your sales and marketing processes as it exists today, I encourage you to connect with myself or a team member at Tech Pro Marketing today.
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