As an MSP, you are doubtlessly invested in the many benefits of your services. When trying to reach potential customers, you likely highlight many aspects of your managed services that increase efficiency. While communicating these features and benefits is a crucial component of sales and marketing, the MSP focus has shifted from describing services to illustrating end user results. That shift is critical to attracting and capturing an SMB buyer.
Relevant and affordable technology solutions are abundant in the marketplace allowing other priorities to be at the forefront of a buyer’s journey. Important in the MSP space is the ability to build lasting relationships. It’s central to the business model: the goal is not to simply sell a solution and move on but to develop relationships aimed at providing ongoing IT results. A savvy SMB buyer is more likely to wonder about the MSP’s customers and their experiences rather than asking hundreds of questions about the details of the services.
How to Market the MSP Relationship
The optimal way to reach ideal buyers is by communicating the positive results of a customer’s experience. Marketing efforts should focus on these outcomes. By prominently featuring testimonials and case studies, and encouraging current customers to engage socially, MSPs can pave a smooth road for new customer acquisition. Prospective customers are asking, “Who else have you helped and how?” Answer them clearly with specific details, and you’ll be well along the way to converting them as customers.
Make testimonials part of your quality control program. A subscription or relationship-based business requires frequent proactive contact with customers to ensure that you are delivering on-sales promises. One way to stay connected and mindful of your service after the sale is to ask questions periodically about the level of service. If there are issues, address them with your current customers. If your customers sing your praises, ask them for a testimonial. If your managed services solve a particularly challenging problem, ask for permission to feature the issue in a case study.
Marketing Language That Builds Relationships
While testimonials and case studies help to illustrate the practical application of MSP services to an SMB buyer, language that describes relationship-building should permeate your marketing materials. Use proactive teamwork-focused words to develop messaging that entices customers to partner with you. Don’t lose your potential customers in the noise of technical lingo. Choose your words wisely. Focus on results. Illustrate productive relationships.
At D3UC, we strive to arm MSPs with the tools for success. Contact us today to see how we can help you and your customers leverage white-label voice and unified communications services.
