MSP marketing strategies aren’t generally “fired from the hip”— they’re thought out and include known approaches. One great approach involves direct, real communication. You don’t want to come off as insincere or awkward. Your salespeople should be able to have a conversation with potential clients that don’t just lead to a sale, but the facilitation of a relationship. Part of that means suspending the “close” push until an appropriate time. A lot of salespeople jump the gun.
Determining the best time for a pitch-close or whether one should be employed involves asking the right questions at the right time throughout a natural conversation. To that end, three primary kinds of questions should be explored:
- Questions that impact
- Questions that are closed-ended
- Questions that are open-ended
MSP marketing solutions will be more successful if they ask the kind of questions that have an impact. These are inquiries that put critical examination on the table. Clients will have to think about what you’ve asked for a minute, turn the facts over in their minds and return a reasonable answer. An example of such a question might be: “Given A and B, what do you think the next move should be?” Such a question forces clients to think for a moment before responding. Now, the key here is knowing where that response will lead. This allows you to “lead the witness”, as it were, into seeing how beneficial your products or services are.
Questions That Are Closed-Ended
You’ve got to have some of these. They can be very useful in leading a prospective client to a sale, but generally, they aren’t your strongest “sales” arsenal. The question isn’t going to go anywhere. You may ask something like: “How are you?” and get responses like: “I’m well!” You may ask: “Are you satisfied with your existing IT service?” Such a question could be open-ended, though it’s likely it won’t be. Still, it’s a pointed one and can give you an “in.” If they respond “good,” then you might ask something like: “Well, how could it be better?” If they respond: “We’re not satisfied,” then you have an even greater opportunity.
The closed-ended question can lead to the open-ended question. You’ve got data to build on. So, you ask a closed-ended question like: “How satisfied are you with your current IT?” When the client answers, you proceed with an open-ended question from there. An example would be: “How exactly is your current IT unsatisfactory or how could it be improved?”
From here, you’re able to learn enough about the client’s existing services and needs to ask pointed impact questions. These inquiries will change the client’s perspective, if there’s any change that’s needed, in your favor. Anyway, they can do this, if they are correctly asked. Some that can really help you gain a conversion sound like this:
- How would you define failure?
- What would you say constitutes success in your organization?
- Can you see future challenges from not fixing this problem now?
- Say you get a big, cost-effective and resource-saving fix for your business–what does that mean for your position inside your organization?
- Is there anything keeping you from seeing the success you seek?
- What works for your current IT?
- What doesn’t work for your current IT?
- What’s the little thing you could do today for the largest positive result overall?
- Looking at your business in five or six years, where do you imagine things will be?
- If it were possible to identify and fix a specific tech problem with your business, would you be able to identify that problem?
- If your company were to remain in its present position, what would that ultimately mean?
When you get the clients thinking about things like this, you may find they start seeking your services of their own accord. The best way to do that is to, in some natural way, describe what your MSP can do, then get to the impact questions. The path of least intellectual resistance is then your MSP’s solution. In MSP marketing, employing such strategic conversational approaches with clients will likely see conversions.