Your MSP business is operating in a time when so much data exists pertaining to sales and marketing, you can pick a family of outreach technique and have a statistically positive likelihood of hitting goals. Don’t go about trying to forge new ground until you have the flexibility to do so without absorbing a loss.
Starting out, establishing profit margins which predictably expand over multiple tech cycles should be your goal. Lead nurturing is key. Following are several steps to help you nurture leads more successfully:
Look at Your Business from the Outside–A Client’s Perspective
You must first learn to understand how clients perceive your MSP business. A good way to do that is to explore competitive sales funnels. Also, conduct surveys. Ask the right questions, and you’ll get the right answers. Consider what has worked in the past, what you’re trying to communicate, and whether you communicate as much. Focus groups can be helpful here.
Lead-Nurturing Techniques Should Lead Clients Toward Conversion
Oftentimes, lead-nurturing techniques don’t quite go far enough. Marketing divisions work hard to get someone basically interested, and then don’t pursue things.
Once you’ve got the metaphorical foot of the client in the door, be a good host and get the rest of them into your conversion chateau, as well. Configure nurturing of leads such that it keeps drawing them forward toward conversion.
The Long Sell is the Statistical Heavyweight; Respect That
Statistically, between 40 and 70 percent of sales come from managed leads over the long-term. This is especially true when it comes to tech businesses, which typically have higher stakes behind sales, prompting clients into careful and considerate action.
If you want your MSP business see leads blossom into conversions, you’ll need to nurture them well. Learn their perspective, continuously lead them on, and don’t underestimate the value of the long sell.