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Overcoming MSP Sales Process Failures


As a managed service provider (MSP), your company provides reliable information technology (IT) management services. However, you must implement effective sales and marketing techniques to build your desired client base. Marketing MSPs is vastly different from marketing other types of products and services, so it's essential to understand your target audience and convey your expertise in the MSP field.

The MSP Sales Process

Marketing your MSP organization and services requires unique strategies and planning. An effective MSP sales process masters the following factors:

  • Identifying potential customers
  • Understanding the target audience's challenges and needs
  • Presenting tailored solutions to help customers overcome challenges
  • Closing the deal
  • Retaining customers through ongoing support

Common MSP Failures

Avoid the following habits to reduce and overcome MSP sales challenges:

  • Using sales and marketing professionals from other industries: Hiring a marketing professional to handle your sales process may be tempting because they have sales experience. However, marketing and selling MSPs is different from marketing services in other industries. This process requires specific experience in the MSP field.
  • Investing little in marketing efforts: Effective marketing requires adequate investment in marketing tools and strategies such as effective platforms and templates.
  • Lacking consistency: MSP marketing takes time, so it's important to practice patience with marketing strategies.
  • Lacking a plan: A simple, effective go-to-market plan is essential for the MSP sales process.

Strategies for Improving Your MSP Sales Process

Improving your marketing approach can significantly boost customer retention and revenue. Make sure your sales process and strategy consist of the following techniques:


Forming an Experienced Sales Team

Your sales team plays an essential role in your MSP success. Rather than hiring a team of basic marketing professionals, you need a team with unique industry expertise and knowledge. Regular training is also essential so your team remains current on the most recent marketing trends and IT industry updates.

Mastering Lead Qualification

Identifying and reaching your target audience is the first step in successful MSP marketing. Understanding and targeting prospects effectively requires you to evaluate them based on the following factors:

  • Industry
  • Unique IT needs
  • Company size
  • Budget

After evaluating the above traits, you can identify the companies your services would benefit the most. You can also form profitable relationships by marketing directly to the audience you most align with, which results in long-term profits. Assessments such as questionnaires and surveys can help you identify the companies you want to reach.

Leveraging Sales Automation for Efficiency

Automating repetitive tasks in your sales process enables your company to:

  • Minimize or eliminate human error
  • Streamline operations
  • Boost efficiency
  • Give your sales team more time to close deals and build relationships

Streamline sales document creation with customized templates, and automate tasks such as:

  • Follow-ups
  • Nurturing
  • Pipeline management

Enhancing Customer Retention and Success

Understanding the importance of a unique selling proposition (USP) can help your company increase customer retention and long-term success. A USP is a phrase or short paragraph conveying what makes your services unique and valuable to potential customers. You can create and leverage your USP for long-term customer success with the following strategies:

  • Identify what your company offers that the competitors don't
  • Evaluate what your current clients appreciate most about your services
  • Identify the specific types of challenges your company helps customers overcome
  • Include your USP on marketing platforms such as your website, email campaigns and advertisements

Advanced MSP Sales Techniques

Consider the following advanced techniques to enhance your MSP sales process:

Effective Proposal Crafting and Closing Techniques

An effective MSP sales proposal outlines your services, products and solutions to make a positive first impression and build your audience's trust. Your company can craft an effective proposal using these strategies:

  • Include thorough research: Your proposal should reflect your knowledge and expertise. Complete thorough research so you can convey to clients that you understand their industry and unique needs.
  • Address specific pain points and solutions: Show clients that you understand their unique challenges, and clearly communicate how your services can help them overcome obstacles efficiently.
  • Provide a pricing model: Include a pricing model in your proposal, and tailor it to the customer's budget and needs. An effective strategy is to create a subscription model or different tiers of service the customer can choose from.
  • Use a well-designed template: A professional proposal template featuring your company's branding helps establish credibility.
  • Personalize your proposal and cover letter: A personalized proposal and cover letter addressing your client establishes a personal connection with them. You should also keep the proposal and cover letter concise with clear language and bullet points.

Client Onboarding and Account Management

Clients form their first impressions of MSP processes during onboarding, so providing a smooth experience is crucial. Your onboarding and account management processes can convert new customers into returning, loyal ones when you implement the following tips and techniques:

  • Develop a seamless digital experience: As soon as you send a customer a project invitation, they should be able to easily access everything they need. All of the paperwork, meeting schedules, team information and training materials should be available on a simple, user-friendly dashboard.
  • Implement a repeatable system: Your process should be easy to repeat, so it's important to build your system within a user-friendly platform or template. The platform should also be easy to refine so you can tailor it to each customer's needs.
  • Maintain a connection with each customer: Remain available for each customer, and check in regularly to maintain a personal relationship and increase retention.

Implementing a Go-to-Market Strategy for MSPs

Your company can develop a simple, effective go-to-market strategy by asking these questions:

  • Which avenues will we use to reach our target audience?
  • What type of content will we deliver consistently?
  • How will we nurture customer relationships?
  • How can we determine when our potential customers are ready to purchase?
  • Will we close deals through quotes or a different sales process?
  • What type of add-ons can we offer to encourage customers to buy more?

Answering the above questions in detail can help you create a go-to-market strategy that aligns with your MSP services and goals. Once you have your strategy, you can automate repetitive processes to increase efficiency and track customer conversions to measure progress.


Improve Your MSP Internal Process With Phin Security

Effective sales processes and techniques are essential for attracting and retaining customers. Phin Security strives to help MSPs streamline processes and protect customers. With our user-friendly, MSP-specific platform and effective training, you and your employees can provide your customers with increased security. We also offer user reporting and analytics services to enhance your reputation as an effective MSP. 

Contact Phin Security to learn more about how we can transform your MSP and drive success.