IT Marketing Principles Every MSP Should Be Aware Of
The Definition of the Problem
It might come as a surprise that some sales veterans assume a prospect’s definition of the problem is legitimate. The best sales professionals are able to peer deeper into the scenario to determine if the prospect’s problem is a legitimate issue or a symptom. It is imperative that your sales staff is able to cut to the core of the problem and figure out how to add value to the prospective customer. Once the problem is properly identified, a strategy for remedying the problem can be devised.
Knowing When to Talk
Sales professionals certainly have a gift for gab. However, over-talking is quite risky. It is important that salespeople listen and ask questions in a strategic manner. Acknowledge the prospect’s words by confirming his statement, repeating the statement and/or asking a relevant follow-up question. Your staff should not rattle off a list of your services’ merits. Those details can be found on your website. In the end, every sales call should be a dialogue rather than a monolog.
Legitimate Expectations for Sales Conversations
A sales presentation probably won’t seal the deal right away. The goal is to help people understand how they can benefit from your MSP services. Don’t try to twist a prospect’s arm and tell him why he should buy. Most prospects have a good idea as to whether they will buy long before the final sales pitch.
Knowing When to Walk Away
It is a mistake to bend over backward for every single prospect. If it seems as though the prospect is unwilling to purchase even if you go the extra mile, it is time to walk away.
Too many sales professionals over-educate the prospect instead of selling. Education can be saved for the post-sale period. Focus on the primary goal of selling. Figure out why the customer needs your services and the circumstances in which they will pay for your services. Have your staff key in on asking these important questions at the beginning of the conversation.
Salespeople Also Make Decisions
The decisions your salespeople make during the pitch are of the utmost importance. A sales professional must decide whether to continue the pitch, alter his strategy or move on to the next prospect. One who struggles to make quick and strategic decisions will lose out on sales. It is important to be decisive and clear-minded at all times. One who wavers will inevitably struggle to identify the best targets and maximize conversions.
Recognizing You Can Be Your Own Worst Enemy
The best salespeople are willing to accept criticism. One should never blame the prospect. It is always possible to improve one’s selling technique.
Understanding That Some Prospects Can’t Be Converted
Even the best salesman won’t be able to convert each prospect. People do not buy just because the sales professional says they should. Prospects must pass through a stage of self-discovery before pulling the trigger on the purchase.
Never Make Assumptions
IT marketing professionals who think they can read minds and predict responses will inevitably fail.
Honesty is the Best Policy
Hoping a prospect does not take note of a problem is a recipe for disaster. Advise your team to be proactive and handle potential pitfalls before the customer has the chance to identify them. A policy of transparency inspires trust and respect.
Every Sales Team Needs Constructive Criticism
The performance of your IT marketing experts is essential to your success. If your sales staff can’t convert targets into paying customers, your MSP will be that much more dependent on existing clients. Print this list and pass it out to your sales team. Encourage them to think of their craft as a work in progress that is gradually refined over time. There should always be a push to improve, increase conversions, and lay the foundation for your MSP’s success across posterity.
About the Contributor
Robert Naragon is the Founder and President of ITQue, Inc. (pronounced “i-teek”), an Managed IT Services based in San Jose and Campbell that provides IT Support in San Jose. ITQue provides a wide range of IT services to San Jose based companies. And ITQue provides managed services to help San Jose small and mid-sized businesses increase productivity and profitability with customized, flexible hybrid cloud and IT outsourcing solutions in San Jose. Prior to ITQue, he was the Founder and President of VistanetIT, Inc., also based in Campbell, an IT Outsourcing Provider to small and medium-sized businesses in San Jose.