Marketing automation has emerged as an incredibly important tool in the context of MSP business. Marketing automation develops leads, sets the stage for a successful sales pitch and facilitates deal-making. However, marketing automation is not enough in and of itself. Let’s take a quick look at a few conventional sales strategies that will help bolster your marketing automation campaign to provide those all-important high-quality leads.
Identify the Problem for Your Audience
It’s a mistake to assume the target prospect understands what the actual problem is that your MSP business is attempting to solve. Oftentimes, the prospect will discuss the symptom as opposed to the underlying problem. It is the sales professional’s job to educate the target client about the problem, ensure he or she is aware of the problem exists and that there is a solution available at a reasonable price.
Do Not Open by Discussing Your Business or Services
Though this technique might sound counter-intuitive, it is of the utmost importance. The goal is to identify your target prospect’s pain points, illustrate how your service addresses those pain points and make the conversion. If you start out discussing the merits of your company or your services, the target buyer will tune out as his or her primary interest is not in your service but in their own problems and needs.
Abide by the 70/30 Rule
The majority of those who succeed in sales have a positive personality. Though friendly people tend to talk up a storm, excessive talking can backfire in a big way. Talk too much and you run the risk of appearing as someone who is insecure about the service being touted. Follow the 70/30 rule and you will enjoy sales success. This rule states the sales professional should talk 30% of the time while the target prospect talks 70% of the time. This imbalanced dialogue ensures the sales professional has an opportunity to listen to the target client explain his or her pain points and respond with the necessary service that ultimately saves the day.
Make Prudent Use of Your 30%
The challenge of the 70/30 rule detailed above is using the 30% of the talking time in the best possible manner. It is a mistake to use your limited talking time to provide a sales pitch directly to the target client. It is better to pose questions and learn as much about the target as possible. Pinpoint the underlying problem. Transition to your solution, and you will be the hero in this drama.
Make Your Prospects Comfortable and They Will be More Inclined to Buy
In the end, MSP business sales professionals who make their target clients feel comfortable will ultimately enjoy that much more sales success. Talking about the prospect as well as his or her needs and problems shifts the spotlight directly on them as opposed to the service provider. After all, who doesn’t love talking about him or herself? Show an interest in your target clients, and it will not be long until the results manifest in the form of an uptick in sales.
