Your MSP company must qualify leads if you’re going to maximize marketing expenses. Most of your costs in terms of marketing really translate to time when you break it all down. For that time to be justified, you need to secure a ROI-effective number of clients. What this means is, you need to pursue a lot of leads, but you can’t pursue every single one. Some leads aren’t going to have anything for you, and even the time it takes you to press send on a smartphone is a waste. Following are a few ways you can qualify leads to ensure you’re not wasting your time:
- Determine if your contact is a gatekeeper or authorized buyer
- Only work with truly interested prospects
- Ask directed questions
Determine If Your Contact Is a Gatekeeper or Authorized Buyer
Sometimes, the contact information you get doesn’t actually give you access to anyone who represents your prospect in a decision-making capacity. If they give you their company’s number, it’s kind of a way of screening you. Your MSP company will either need to find a way to get past the receptionist “gatekeeper” to a real decision maker or write off that particular client. Do not waste time pitching to a receptionist, though.
Only Work with Truly Interested Prospects
The best technology is going to require you to “sell” it a bit, as technology represents a big investment. It is not cheap, and so many who are in a position to buy ensure carefully that they make the right purchase decision. You want your prospects to be comfortable buying from you. If you’re trying to push products down their throat, even if they’re interested, that could turn them off. Additionally, if they’re not interested, you’re just wasting your time and potentially attaining a bad reputation in the community. You never want to appear too “thirsty”, as is today’s parlance for desperation. You need to determine if a prospect is actually interested in your products and services. Part of an indicator of interest will be if they have an issue that you can easily solve. Part of your means of determining interest will involve asking directed questions that give you information.
Ask Directed Questions
You need to know how much of a budget your lead has in terms of technology. Will they be able to afford what you provide? If they can afford what you provide, will they truly benefit? Narrow down the clients you approach to a kind which conform to your products and services in terms of advantage. From there, ask prospects questions about current costs, past costs, current tech providers, future goals, competition, production, and issues they’ve had. You can collect information that is pertinent to a sale in such a way, and then address a specific need of your prospective client, putting a realistic number on the “fix” or “upgrade” you’ll provide which solves their troubles.
Initiate Strategic Lead Management
Overall, your MSP company needs to exercise strategy as pertains to the management of your leads. You want to consider as many factors as you can, qualify leads beforehand, and ensure that you only spend time trying to convert those who are most likely to accept your IT services.