Can MSPs Learn a Reverse Marketing trick from Ozark!
In the Netflix series Ozark Marty, and investment broker, is halfheartedly trying to close a prospect. Of course, they aren’t that impressed so they say they’re going to keep looking around. Until Marty’s partner interrupts the meeting by asking if the prospects were told the firm wasn’t accepting new clients? However, when the smoke from Bruce’s magical close clears, the prospects have invested ten thousand dollars. Wouldn’t it be great if MSPs could learn this reverse marketing trick?
One of the first concepts that must be learned so that an MSP business can begin to master reverse selling is to stop begging. Of course, most IT sales people would object and say that don’t beg anywhere in their MSP marketing process. However, once you have essentially explained your services and the value any talk beyond this becomes begging in the reverse selling process. Once you have made a movement toward the prospect they will react by withdrawing and taking an indecisive posture. In this situation, the last thing you want to do is to continue to advance the sale since this will usually case a prospect to continue to withdraw even more.
Turn the Table
In the Ozark scene Bruce turns the table by telling the prospect NO; because they had come to their office. Of course, this tacit won’t work with in the normal MSP marketing process as the IT salesman will usually find themselves sitting at their prospects office. You can’t stand up in the middle of a meeting and say that you’re not accepting clients because that would make you look foolish.
However, you can abruptly end a sales meeting at the key moment when the prospect begins to naturally withdraw and take their opposition posture. This is when they expect an IT company to start pushing to close the deal but instead you should do the opposite and abruptly end the meeting. This method can also be used to overcome a stubborn prospect that should close; but just keeps raising a ridiculous objection.
Here is a clip from the TV series Madmen where Don Draper employs this exact strategy:
Watch the reverse selling Madmen clip –> https://www.youtube.com/watch?v=5y4b-DEkIps&t=2s
The idea of reverse selling probably runs counter to everything the average MSP has every learned about marketing. However, you only must watch the scene in Ozark where Bruce gets a skeptical investor to hand over their cash and you should become a believer. Throw out everything you have learned and start down the path to mastering reverse selling. I challenge you to set a goal to implement the stand up and abruptly leave (slowly) maneuver on your next sales call!
About the Contributor
My name is Nate Keshmiri, Founder & Managing Partner of Advanced Networks. I’ve been actively involved in Information Technology for over twenty years. I have always had a passion for IT Support in LA as well as a fascination for what makes businesses of all types successful.
I’m a true native of Los Angeles. I grew up in Westchester, received my bachelor’s degree from UC Irvine and my graduate degree from USC. I’m proud to call LA y my home and there’s no place in the world I’d rather see businesses thrive than in my own backyard. It gives me great pleasure to provide IT Consulting to businesses in Los Angeles and Southern California, and to know that everyday I am playing a vital role in their growth & success.
When my partners and I started Advanced Networks in 2004, our vision was simple: Be the most trusted and respected IT services providers in Los Angeles and throughout Southern California with a reputation for reliability, innovation, and a commitment to customer service. That vision remains just as strong today as it did back then. We’ve made it a point to hire the brightest and most talented team members we could find who share this vision. We’ve invested in top-of-the-line IT Management Systems to provide our engineers with the necessary tools to achieve excellence, while giving our customers full transparency into their own networks. We’ve formed partnerships with top tier hardware and software vendors to offer tailored packages to any type of business. Our customer retention rate and annual growth has proven that our investments have paid off.
If I’ve learned anything in my many years within this industry, it’s that our IT support business in LA starts and ends with the happiness of our customers. I have taken this very seriously throughout my career and instill these principles in our staff every day.
As CEO of Advanced Networks, you have my personal commitment that we will do everything possible to make sure that all of your IT needs are met, and that your customer experience is a positive one.