Your MSP security solution may be fundamentally necessary for prospects to whom you sell for reasons they don’t even realize. Still, this reality may not directly compel them into conversion. What you need to do is— make the idea of converting to your products and services seem to come from them. It’s like the plot of that mind-warping sci-fi film Inception, but less dramatic. Basically, you use human nature and communication. This takes savvy, and it takes practice. But once you understand a few things, it’s not impossible, and it can help you convert reluctant clients. There are three main ways to approach this from which branch unique and direct means of approach. These include:
- Taking a consultative approach
- Finding common ground
- Clearly communicating value
A Consultative Approach
Firstly, don’t rush to sell your MSP security solutions; you want to present yourself in a consultative fashion which is providing a solution for a common problem. You’re an expert, and you understand where your prospects are coming from and why. You’ve seen a lot of similar businesses. You know where they’re going to, but you can see them from without, whereas they only have an internal perspective that can’t really be expanded. You’ve seen businesses like theirs come and go, and you understand the ebbs and flows that exalt some and destroy others. These things are all true and all put you in a position of value. Don’t sell yourself when you communicate these things— you’re telling stories. You’re having a conversation; you’re not trying to yank them toward you so quick they lose the bait.
Finding Common Ground
Common ground is core to being properly consultative. The prospect has likely encountered ransomware or some other malware. Barring that, they’ve definitely had to recover from a crash sometime, they’ve had issues where their networks froze, and if they’re at a certain size, they’ve experienced a lack of proper IT performance owing to multiple issues a limited team must contend with.
To find common ground, you want to get your prospective client to talk about themselves and their business. With a consultative mindset, you should ask specific questions designed to elicit self-exposition from your prospect. Ask them what they do, how long they’ve been doing it, what kind of challenges they’ve faced, how they’ve overcome them, and the sort of issues they wish they could fix. All of these things give you an opportunity to establish common ground and provide consultation from that starting point.
Once you’re giving consultative advice from a standpoint of common ground, you now want to emphasize value potentialities from whichever angles make the most sense. Sometimes, operational cost is reduced through faster tech support, optimization can be expanded into profitability expansion, and sometimes, costs can be cut substantially, as is the case with cloud-computing, DaaS, MDM, BYOD, IoT, and burgeoning edge computing. If you can show how such services will save clients money, that’s valuable.
MSP security sales will expand when you can communicate value in a consultative way that operates from a position of common ground. Evaluate current strategies to determine if you need to optimize.