There is no sense wasting time pursuing prospects that are not a suitable fit for your services. If a business does not require the assistance your team provides, move on to a candidate that does. So take some time to determine if candidates are truly legitimate. There is no sense touting MSP marketing to an unqualified candidate. Qualify them by asking questions. If their answers to these questions reveal they can benefit from your services, the relationship should move forward.
Defining a Qualified Prospect
Start out with an initial discovery call to kick-start the qualification process. Evaluate the prospect’s responses to your questions, find out if they have the characteristics you are looking for and determine if there is a good chance you can convert them into a paying client.
In terms of questions, you need to pinpoint the prospect’s location, industry, size and whether they match your business’s buyer persona. Find out what type of business they conduct. Determine if the point of contact has the power to make a purchasing decision. If not, find out who is involved in the decision to pay for services. If there are specific criteria required for such a purchase decision, determine who defined them. Pinpointing this party will help you set your sights on the person with the true purchasing power.
When to Walk Away
If you determine the prospect does not match your business’s typical buyer persona, move on to the next candidate. It is not worth your time and effort to attempt to mold your services to their business’s demands. If the company does not have a specific problem that you can help solve, there really is no role for your business to play. So do not be afraid to disqualify a prospect and walk away. Disqualifying a prospect might seem defeatist yet it is actually quite prudent.
Take a step back and think about the time, money and energy required to pursue each candidate. Pursuing multiple leads at the same time is not a solid approach unless those leads are rock-solid. Never forget that quality always trumps quantity in the context of sales leads. Focus on the best candidates and you just might land deals that last. So use your time judiciously and don’t spread yourself too thin.
Sweat the Small Stuff
Pay close attention when interacting with prospects. The subtleties of the conversation will clue you in to whether the candidate is worth your time or whether it is better to move on to the next prospect. Key in on the candidate’s responses in terms of the tone of voice, word selection, and other details. If the candidate provides excuses in his responses, it might be attributable to indecision or having conflicting thoughts and feelings about the company’s approach to tech challenges. This means there is the potential for your group to provide a solution. If there is room for improvement, you have a chance to prove your worth and snag a client who sticks with you for the long haul. Consider those excuses as a cry for help and a hope for a better future. Your business can help make that future a reality.
If the prospect provides specific answers to your questions, it is a sign they have contemplated their problem quite deeply. This is especially true when detailed responses are provided to inquiries regarding company goals and the timetable for expected results. These specifics show the prospect spends time thinking about the company’s problems and is in need of assistance in terms of MSP marketing. Furthermore, if the contact point provides informative responses, there is a good chance they are a decision maker or regularly interact with one of the company’s decision makers. Such an individual is invaluable to the sales process.
Efficiency Matters Most
The moral of the story is to use your time wisely when it comes to MSP marketing. The prospect qualification process should not be taken lightly. This stage is just as important as attempts to convert qualified candidates into clients. After all, there is no sense investing time, money, and effort into persuading candidates that aren’t likely to benefit from your services.