Are You Prejudging MSP Marketing Prospects Like the Prince Did in the Princess and the Pea?
Don’t Judge A Book by Its Cover
MSP marketing needs to realize there are some pretty ugly client “books” that have some pretty meaty sales content. You don’t want to be like the prince who can’t tell the difference between princesses in “The Princess and the Pea.” If you’re familiar with the tale, there’s this one prince who just can’t seem to get married off. He keeps misidentifying princesses. One gets drenched by rain and shows up looking less than royal, so he dismisses her from candidacy because he can’t believe she’d be a princess. It turns out he’s wrong later in the story, and that’s where this comparison stops.
Sometimes, your MSP makes the wrong judgment about clients accidentally. You may hear from certain prospects that don’t have the best office, or maybe they’re in a run-down segment of town. They don’t have that “royal” look, there’s nothing which indicates the soaked girl outside your IT castle is a princess. Sure, you might let her in out of the rain and give her a little consultation, but to take this soaked-down business on as a client?
Maybe you should look deeper. Looks can be deceiving. Shakespeare has a complete portfolio. What if the cover was ripped off and you avoided buying such a portfolio at, say, a thrift shop? Just because the cover was removed doesn’t mean the content has been diminished. And you could always put a new cover on if the content turned out to be of enough value to you.
If you find MSP marketing prospects that aren’t in the best part of town, which may not have the nicest offices, they could still be good clients for you. Certainly, main salespeople will dismiss prospects who don’t look like they’re the kind who can be picked up, but remember that sometimes this happens less out of reality and more out of preference. As in: the salesperson will have to work a little harder for such a sale, and they’d rather pick up the easier one from the ritzy district.
But what they don’t realize is that such prospects can end up being “diamonds in the rough,” to use another metaphor popularized by fairy tales. They can end up growing into a continuously expanding client who ends up doing well for your company. You don’t want to be so prejudicial in your client acquisition that you avoid sourcing good clients just because they don’t appear to be the best prospects.
Certainly, there is some certain level of vetting necessary, but you don’t know the accuracy of a long shot unless you take it. It can pay off, and statistically, you can eventually expect one to over-rule the fallout from those which weren’t so profitable. Marketing solutions which are willing to work harder at acquiring prospects will naturally acquire more prospects. Those who avoid them because they seem like soaked princesses will find that other kingdoms have better royalty.
Which One Are You?
A certain MSP had calls from a certain prospective client who lived in an area of town known not for its affluence, but for its lack of affluence. The offices of this prospect were run-down and dirty, but unbeknownst to the MSP, this was just because they hadn’t had time to renovate them. The client was going to work as a government-funded community outreach hub to that particularly run-down segment of town, and as a result, required a large quotient of IT support solutions in order to properly establish operations.
Now, the MSP of this parable didn’t take the time to research about the company, its mission, or anything like that; their salespeople saw the run-down conditions of the office, and its location in the region, and wrote it off. That opened the door for a competitor in service delivery to rendezvous with that client, take their business, and find themselves on the receiving end of a considerable cash cow.
Which business in the above scenario characterizes your own MSP marketing business? Is it the one that judged away a perfectly legitimate client, or is it the one that came in on the backside and won a lucrative account? Be the latter.
About our Contributor
Nathan Rizzo is Vice President of Rx Technology providing Technology Construction and IT Support with Headquarters in San Antonio, Texas. Nathan served as the Director of Business Development before spearheading the Managed Service Provider team in San Antonio which has turned Rx Technology into one of the premier IT Services firms in San Antonio that provides state-of-the-art cyber security in San Antonio and Texas.
Nathan received his M.B.A. in 2009 from the University of Dallas. Prior to joining Rx Technology, Nathan worked as a managed it services specialist in San Antonio delivering a wide range of offerings for litigation and internal investigations, in addition to government and regulatory requests. He has also been a partner in an interactive web marketing firm.