Thanksgiving is almost here and you can’t wait to see the results of your rigorous MSP marketing efforts. Only 8 percent of salespeople manage to get 80 percent of the sales because the rest (92%) lack the patience and persistence necessary to see their efforts through.
To drive sales effectively, you need to create “marketing gravity”—letting business leads to come to you rather than always going to them.
Number of Touch-points
You should be familiar with your business model and be ready to follow it patiently and persistently. Giving up after the first rejection is not an option. You should only give up if a potential client asks you specifically not to contact them. However, these are the exception rather than the norm. Only 2 percent of salespersons and marketing professionals manage to seal a deal within the first or second touch-points. Some clients like to take their time to consider before they commit to a purchase.
To guarantee that the deal does not fail even after going to all that trouble, you need to ensure that your marketing gravity system works seamlessly. You must make a strategic plan for your next move that would anticipate a client’s response whether positive or negative. The plan will predetermine whether you will be more persistent or make a tactical withdrawal to avoid making your clients feeling harassed while ensuring that you do not let a guaranteed deal get away. Here is how to know when you are harassing a prospect rather than being persistent:
Your MSP marketing strategy will determine whether you will initially reach your clients by phone or email. You have to know the pros and cons to all mediums. Sending an email is effective because it is visual, which allows time for your business prospects to digest your offer. The email can also be kept as a reminder by bookmarking or labeled for future follow-up. It can also be forwarded to other people who might be interested. However, there is the danger of spamming. Many emails also go unread. To prevent the chances of your email being ignored, you will need to send multiple emails at strategic times.
Making a phone call is an immediate attention grabber. If you get your target, you will not have to second guess whether he got the message or not. You will also have the advantage of the human aspect to the deal. Nevertheless, you must be ready for the possibility of not getting your prospect on the first, second or even the third try. Should you give up? No! You could leave a voicemail and request an audience at a time that is most convenient for them. Unfortunately, there is no guarantee of a positive response or even a sign that your request was heard. To avoid the downside of these methods, you can use a combination of phone call and email.
Time between Touch-points
Jeff Hoffman advocates ‘the BASHO Sequence’. This technique includes sending a series of four emails or voicemails. You may start with by briefly introducing your product and following up with a persistent message if you don’t receive a response after the first three attempts. If you still don’t get a response, you may stop, as it may indicate a lack of interest from the prospect.
Content of Touch-points
Regardless of the methods you choose to convey your message, your MSP marketing message should not try to give much detail about your product. it should be brief and attention-grabbing. You should tailor it to the specific target. You should let the prospect know the reason you are contacting him and explain why it is specifically relevant to his business. Lastly, be patient and persistent.