Your MSP business grows by gaining new clients. This can be a challenging thing to do, but you are likely making it harder than it needs to be. If you find yourself attracting new prospects, but not closing, there could be a few things that you need to adjust. They are not all that difficult, yet they have a great impact on how your company performs.
There is a great deal of MSP companies, and most of your prospects have seen a few pitches. With the significant influx into cybersecurity, they have likely heard about all the threats that are out there. You need to set your company apart from the pack.
Shift the Sales
You know that cybersecurity is important. There are new threats out there every day. With the heavy reliance on computer networks, the risks are growing as well. It is understandable that you want to educate your prospective clients on these dangers. It does help them understand why they need you. It also gives them a sense of urgency, which is a key part of sales.
The risks of these new threats are what really matter to your clients. Most people do not care if they had ransomware, data breach, or other attacks. The details don’t matter, but the impact to them does. This is what drives them to spend their money on your services. A successful sales pitch is going to focus on the end result, rather than the details of cyber-attacks.
However, when talking to your prospects, you need to go deeper than this. What does your MSP business offer? What can you give them? Those things, such as peace of mind and confidence in their IT systems need to be the focus of your sales pitch. This is what sets you apart. No matter who they contract for these services, the threats are going to be the same. The comfort your company provides is what you are really selling.
Remember the Audience
CEOs are likely to have the final say. While they do talk about the more technical side of their business, they need to feel comfortable with you. Obviously, when dealing with technical people your sales are going to be more related to the technical side of your business. The “how” of the services that you provide is for the more technically-handy people. CEOs need a much higher level of information. The goal is to build a relationship with them and build trust in the services that your company provides.
When dealing with less technical people, it is important to remember of few things. Your natural comfort level is likely going to be the specs of your services. This is more than they want or need to know. When you deviate into the nitty gritty, you risk boring them. It is also possible you will harm the relationship, as technical speak makes some people feel less adequate. You need the CEOs to feel comfortable and respected around you. This builds the trusting relationship they need to hire your company. The selected company for MSP contracts is going to be the one that evokes positive thoughts in the minds of the decision makers.
Your MSP business is selling something that most people don’t understand. This makes education an important part of your sales pitch. You need to make sure this is done in a way that builds relationships and shows what your business offers your clients. It is a balancing act. Finding the perfect educational and sales speech is difficult. When you do find it, your sales numbers will reflect how important it is to set yourself apart from other companies.