MSP Marketing Blog

How Coaching Your Clients Leads To Higher MSP Profits (Pt. 1)

Posted by Robin Robins On April 16th, 2019

Coach Your MSP Clients How To Buy For Higher ProfitsToo often, business owners overlook the buying power in the clients they ALREADY have and are too focused on acquiring new ones.

So in this two-part series, I’m going to discuss how you can increase sales with your current clients and turn them into the clients you want. Let’s dig in…

Part 1 of Coach Your MSP Clients How To Buy For Higher Profits: Teach Your Clients How To Buy

I received several letters from American Express in the last month about using your Amex card to pay your taxes.

Honestly, it never occurred to me to do this, mostly because I’ve never been unable to pay my taxes. But I know a LOT of  people who are in that situation and have not thought about this as an option.

Which brings me to a key point: teaching your clients HOW TO BUY.

Years ago I sought out and purchased a phone system from a vendor, only to have my current IT company grouse at me for not buying through them.

I told them quite clearly they were idiots for not educating, reminding and pursuing ME to let me know they even offered that.

A BIG question you need to ponder: do your clients REALLY know all of the products and services you could sell them? Read full article and comment →

How A Strong Unique Selling Proposition Helps MSPs Market Themselves

Posted by Robin Robins On April 10th, 2019
At Rapid Implementation Workshop we cover the USP, or unique selling proposition, in detail: what it is, what it is not, how to develop it and how to use it in your sales and marketing to unseat incumbent providers, close more business and fight price sensitivity.

For those unfamiliar with the concept of a USP here’s the short of it. It’s a one sentence statement explaining why a prospect should choose to do business with you versus any and every other option…including doing nothing.  An example that became famous was from Dominos Pizza. “Fresh hot pizza delivered to your door in under 30 minutes or its free!” 

More often than not, most IT services businesses do NOT have a USP and are largely a “me too” business that appears to be just like every other MSP they compete against. Because of this, they start from a weak position with no authority, which leads to difficulty in selling their services at prices even slightly higher than the competition’s.

After all, if Joe’s Computer Shack appears to be delivering managed services for $20 a seat less than you, why SHOULD prospects pay you more? While I understand there IS a legitimate difference in service, quality of delivery, etc., your PROSPECT doesn’t know.

Fast Response

Not too surprisingly, “fast response” is very often brought up as one of the key differentiators many have over their competition, and it IS a good one.  “Slow” to no response, dropped balls and poor communication are all the top reasons why businesses fire their IT company and look elsewhere. But if you’re going to claim THAT as all or part of your USP, you can’t be half in. Someone who is trained and managed needs to answer the phone LIVE, ideally 24/7, but definitely between the hours of 7:00 a.m. and 6:00 p.m. Read full article and comment →

Six Ways To Elegantly Overcome Price Objections In Your MSP Business

Posted by Robin Robins On March 27th, 2019
Unlock SalesAsk any salesperson to list the most difficult obstacles for them to overcome and, inevitably, price resistance will come up.

However, I don’t believe most prospects are hung up on price – they’re hung up on something else and are using price as the reason why they aren’t buying, because it’s the easiest obstacle to throw your way.

Any prospect knows that “I can’t afford it” is an objection that’s impossible to argue, given you, the seller, have no real knowledge or ability to prove or disprove that.

Further, most salespeople will stop selling when that objection is thrown out for fear of being “pushy” or insulting the prospect.

So how do you overcome it?

Read full article and comment →

Close More MSP Sales And Unseat More Competitors By Becoming The LEAST RISKY Choice

Posted by Robin Robins On March 13th, 2019
RR CertificateOne of the most difficult things for our members to get their head around is the USP, or unique selling proposition.

Without one, you’re pushing a rope uphill, fighting price sensitivity and the high hurdle of replacing an incumbent provider who might actually be doing a decent to excellent job.

YOU are an unknown entity, unproven in your abilities, thereby a RISKY CHOICE to the client. After all, why would anyone incur the cost and time investment to replace a vendor that is doing a satisfactory job with a complete unknown?

They won’t unless the incumbent is doing a terrible job, in which case you’re playing vulture marketing, waiting for THEM to screw up and die so you can go pick the carcass.

The other alternative is to have something SO compelling, and offering such a big, significant benefit, that the client will make the leap.

ONE of the ways you can stand out from the competition and win more clients is NOT by being the BEST at what you do, but the least risky. We all know talk is cheap (unless it’s with an attorney).

Promises and hyperbole uttered by a salesperson are the cheapest talk of all. The bold prospects will say, “Put it in writing.”

But most don’t say anything; they just secretly decide to stay put with their current provider or call someone else; rarely will they verbalize their true concerns.

So how do you fight this? Read full article and comment →

What IS Marketing Supposed To Do Anyway?

Posted by Robin Robins On February 21st, 2019

MarketingFrom a Harvard Business Review article, “Why CMOs NEVER Last”:

Something is amiss in the relationship between chief executives and their marketing officers. Four-fifths of CEOs say they don’t trust or are unimpressed by their CMOs. Not surprisingly, CMOs have the briefest tenure in the C-suite, and their churn can mean serious internal business disruptions.

The articles goes on to argue this is mostly due to the job description and expectations being set up poorly.

I don’t entirely disagree; however, I have studied advertising and marketing and methinks the BIGGER issue is that marketers have drifted, forgetting that marketing is about SELLING THINGS – not followers, fans, likes, shares or hashtags.

To be clear, we HERE, in THIS community, are committed to the discipline of direct response marketing.

The key differentiator of it over all other forms of advertising and branding is MEASUREMENT: measurement of actual responses, leads and ULTIMATELY sales made, clients acquired.

Everything else is “fake news,” leading you to confuse activity with accomplishment. Read full article and comment →