Acquiring new customers can exhaust many resources, so it’s important to make sure that the business an MSP is trying to bring is a good fit for both parties.

January 17, 2019

3 Min Read
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As a managed service provider, or MSP, you’ve likely been ringing in 2019 with tons of planning and have been fine tuning your goals for the year. While retaining and/or growing the services used by your current customers is likely high on your list of priorities, bringing on new customers is just as important. A steady stream of new clients is essential to grow an MSP’s revenue stream. However, acquiring new customers can exhaust many resources, so it’s important to make sure that the business an MSP is trying to bring is a good fit for both parties.

So how do MSPs gauge whether they’re chasing the right leads? It all begins with sales prospecting. Here are three surefire ways to make any MSP’s sales prospecting efforts a success.

  1. Cold calling: While no one enjoys dialing through an extensive list of names and numbers, cold calling is essential to get connected with the right clients. Setting aside time to regularly make calls helps sales teams stay accountable. An overarching goal should be to learn as much as possible on each call and apply a grade of A, B, C or D at the completion of a call. Contacts with an ‘A’ grade should be regularly followed up with to build on the relationship and move them along in the sales cycle.

  2. Email campaigns: Emails from an MSP’s sales team to potential clients shouldn’t always be a hard sell. If it’s the first time reaching out to a contact, the email should include an introduction and information the recipient would find valuable to the business. Let them be for a few days. Monthly newsletters are also friendly reminders to a contact list about who your MSP is and what you offer. Email campaigns are a great way to warm up leads, but be sure to keep them limited to one or two per month (especially if there isn’t a large number of responses) to avoid alienating the audience.

  3. Inbound content: Inbound content is designed to be educational and relevant to your audience. An MSP can accomplish this via blog posts, social media, email, success stories, etc. Inbound content can be an amazing tool to help tell an MSP’s story. From a sales perspective, this kind of content can be used to respond to needs/concerns a potential client may have. Take a client in the legal vertical, for example, that works on billable hours. If an MSP offers a service that helps eliminate downtime, there’s a valuable story that can be told to a client that can’t afford to lose hours in the day. Share with helpful content or success stories that communicate how working with an MSP can meet needs for uptime, all the time.

For MSPs, these prospecting techniques can help streamline the sales cycle and keep the best leads warmed up. A great way to keep lead lists and prospecting to-do’s organized is to continually measure progress and note milestones in the process. For a deeper dive into metric-driven prospecting, check out our eBook, Cold Calling Made MSPeasy, today.

 Rob Rae is Vice President of Business Development, Datto.

 This guest blog is part of a Channel Futures sponsorship.

 

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