Your MSP business can’t afford to waste time with clients that aren’t likely to purchase your products or services. You can’t just drop a phone directory on a table and pick a name to sell your services to! Well, you can, but unless you’ve got some miraculously charismatic pied piper of a salesman, you’re probably not going to have much success. If prospects aren’t pre-qualified, you’re going to have to wrestle them into buying your products or services. But the cruel truth is that if you go after the wrong prospects, even if they convert, the level of tech they need may not be enough to make providing them services profitable. If your minimum cost of service delivery is $1,000 a month, a client only buying $500 worth of service from you is actually costing you money. This is a shallow example for illustration purposes, but you get the idea. Accordingly, here are several methods you can use to help pre-qualify clients:
- Client resources
- Urgency or lack thereof
Does the prospective client have enough money to afford your minimum profitability threshold? This was addressed in the opening: if the client doesn’t need the minimum amount of services necessary for your MSP to profit, they’re not worth chasing. Ensure that the client can afford you.
Does your MSP business provide products or services that your prospect is actively seeking or interested in considering? Does the prospect have interest in what you’re providing? Think of it this way: if a pretty lady at the cocktail bar won’t even smile at you, there’s little chance she’s interested. A smile may indicate an inkling of desire. Look for clues like this in prospects.
Whether or not there are resources or desire, the prospect needs to have buying authority. You can sell an end-user on your IT, but if they don’t have purchasing power, you just wasted your time.
Are your products and services a good fit for the prospect? Even a fleet of taco trucks may have little need for a server array–but a cloud network could be helpful. Just because the fit is abstruse doesn’t mean it’s not worth pursuing. However, if there’s no fit at all, don’t waste the time of yourself or the prospect.
Urgency or Lack Thereof
Is the prospect interested in closing with you soon or are they just “generally” interested? A prospect that doesn’t have any urgency in their interest could lead you on for months before closure. You don’t want to totally get rid of such a prospect, but they shouldn’t be the top priority.
When your prospects need services, and your services are suitable, they’re more likely to buy. If they can afford you, have buying power, and a desire to work with you, that’s even better. So you want to consider current clients and those that you’re courting, then design strategies such that your outbound marketing efforts communicate a brand which matches common characteristics of coveted clients.
An MSP business with pre-qualified leads is more likely to have brand-design which naturally reflects demographic preferences. It makes sense to consider your operation and optimize where it’s possible.