SALES INSIGHTS CONT . and psychographics . What is it that they ’ re really trying to accomplish ? What do they really want to buy ?
“ Don ’ t disqualify a client just because it ’ s a small project or they may not be ready to buy managed services from you .”
— Sitima Fowler , Expert in Residence , Sales & Sales Management , TMT
When you qualify prospects in advance of an initial discovery meeting , you don ’ t waste your time or theirs . You also demonstrate a level of professionalism that sets you apart from your competitors .
MSP sales experts Sitima Fowler and Ray Green teach the 5-Step Process to Closing an MSP Sale . The first step in that process is Qualification , and they ’ re going to walk you through how to qualify prospects for your business .
The “ Slam Dunk ” Customer
It ’ s hard to ask prospects the right questions if you don ’ t know what kind of client you ’ re looking for . Start by profiling who your “ slam dunk ” customer is .
He Said : Your “ slam dunk ” customer is the person most likely to buy . You ’ re looking at the industry , location , company size , revenue , demographics , firmographics ,
She Said : That ’ s right . Answering these questions will allow you to create a profile for your ideal customer . Then , you can determine if prospective customers meet your qualifications — from the very first phone call .
Qualify The Client , NOT The Opportunity
MSPs often get calls from a business in crisis — their email is down , or they have a one-off IT project and the only person who knows how to do it just left on maternity leave . They may not even know what a managed services provider does .
She Said : Don ’ t disqualify a client just because it ’ s a small project or they may not be ready to buy managed services from you . If the client is a good fit , this could be a foot in the door to earn their business by making a good first impression and demonstrating what you can do . You might uncover some problems or pains that you can help them with .
He Said : We find a lot of MSPs are over-qualifying prospects . Unless your pipeline is overflowing with first-time appointments , ask yourself , “ Can we help this company ? And most important , are they the right profile ?”
Get Everyone To Follow The Qualification Process
With your client profile in mind , create a qualification process and make sure anyone who answers the phone knows and follows the process .
She Said : Train everyone to respond with a cheerful , “ I can help with that !” Then it ’ s crucial to get all the information you need to make an informed decision about a prospect , all while making a stellar first impression . A great way to do this is by creating a form for staff to fill out during the call . Include any information you find helpful when qualifying a prospect , such as their current issue ; how many servers , computers , and employees they have ; and what their IT support strategy is now — including what they currently pay for services . And don ’ t forget to ask who else , besides the person you ’ re speaking with , is involved with decisions about the company ’ s IT ! If you decide to move forward with a discovery meeting , you ’ ll want to make sure all the decision makers are in the room . Otherwise , you won ’ t be able to close the deal that day .
He Said : Well said . The form acts as a script ; it reminds everybody that this is the process to follow . I would recommend stress testing periodically , like a secret shopper , to make
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