MSP Lead Generation To Engage Decision Makers
MSP Lead Generation isn’t difficult. It’s not easy, but then again – what in business is?
Many companies overcomplicate their lead generation process, creating complex cadences, sequences and automations, buying platform subscriptions for poorly qualified leads, buying more software, or hiring expensive third party firms that don’t generate enough return on their marketing investments. Do you wish you could just skip the whole thing?
That’s the promise many agencies make. Sadly, it’s a promise most companies can’t keep. The old adage “if you want something done right, you have to do it yourself” is absolutely true when it comes to building cost-effective MSP lead generation strategy that works.
MSP Lead Generation – What Are Your Options?
For Managed IT Services Providers (MSPs), generating qualified leads is critical to growth. At Fox and Crow Group, we teach MSP business owners how to build an MSP sales process that will support their own unique business goals.
Not all MSPs are able to invest consulting dollars, or pay for MSP lead generation agencies that produce sporadic results. For the last two years, Ian Richardson and Carrie Richardson have been hard at work creating a self-paced DIY MSP sales process education platform. Our goals? Make it valuable enough that it benefits any MSP that uses it, and make it affordable enough that any MSP that needs it can access it in order to grow their MSP.
Will the MSP Sales Process teach me MSP Lead Generation Strategies?
All MSPs that subscribe to the MSP Sales Process get access to all courses and content hosted there. One of our most requested courses is cold calling – how to master cold calling for MSPs, how to train a new MSP sales rep to cold call, and how to coach a sales rep and improve their performance when cold calling for MSPs.
We remain committed to sharing MSP Lead Generation tips and techniques here on the Fox and Crow Group website. Education is one of our core values here at Fox and Crow Group. If you aren’t ready to invest in paid MSP sales training, you can rely on Fox and Crow Group to continue to provide actionable MSP lead generation and sales process advice right here!
With that in mind, here’s a quick overview on engaging with decision makers using MSP lead generation – specifically MSP cold calling.
How Do I Use MSP Lead Generation to Engage With Decision Makers?
Cold calling remains one of the most direct and effective methods to reach potential managed services prospects. In order to succeed at MSP cold calling, you must reach the right person—the decision maker. Here are some strategies that will help MSPs identify and engage with decision makers, overcome common objections, and secure valuable MSP sales appointments.
Why Decision Makers Matter in MSP Lead Generation
In B2B sales, especially for MSPs, connecting with decision makers is essential. Who is a decision maker? A decision maker is an individual that has the authority to approve budgets and sign contracts, making connecting with them the key to closing new MSP deals.
Understanding Decision-Making Roles in MSP Sales:
In small to medium-sized businesses (SMBs), the decision maker might be the business owner, CEO, or another high-level executive. Larger organizations may have IT managers or department heads who, while not the final decision makers, are influential in the decision-making process. Identifying who will be making the final decision in the MSP selection process is one of the first steps you’ll need to master to succeed at MSP cold calling.
The Role of Influencers and Champions in MSP Cold Calling:
Often, the first person you speak to isn’t the decision maker, but they can influence the decision. Recognizing these influencers and nurturing them can help you gain access to the decision maker. An influencer is usually someone who is impacted by poor IT performance, someone responsible for finance, or someone who supports the daily activities of the business. Office managers, controllers and executive assistants are often champions and influencers.
Cold Calling Strategies for MSPs
As an MSP, your expertise lies in I.T. Your clients are not I.T. experts – you are. It’s your job to guide them. I’m sure you’ve seen the negative outcomes of amateur I.T. in many prospect environments. You may not be as savvy when it comes to sales. Does it baffle you when a prospect is perfectly happy with their substandard I.T. network? I am equally as surprised when an MSP business owner is content using inconsistent, unreliable sales techniques. Most people will never become I.T. experts. However, anyone can become a sales expert. Mastering cold calling techniques is a great way to improve your sales skills and enhance your MSP lead generation efforts.
Here are three areas that you can focus on that will help you improve your MSP sales quickly:
- Refine Your Pitch: When speaking to a potential lead, quickly establish your MSP’s value proposition. Highlight specific IT pain points you solve, such as reducing downtime, enhancing cybersecurity, or streamlining network management.
- Learn to Handle Common Objections: MSP decision makers often deflect calls with responses like “Not right now” or “Send me an email.” Counter these by acknowledging their concerns and briefly stating how your MSP has resolved similar issues for other businesses, followed by an open-ended question to keep the conversation going.
- Always Ask for the Meeting: Once you’ve engaged the decision maker, suggest a meeting to discuss how your MSP can address their specific challenges. Offer two time slots to show flexibility and increase the likelihood of securing the appointment. Don’t walk away empty handed! Always get the meeting scheduled while you’re on the first call – you may never get this decision maker of the phone again.
Dealing with Unreachable Decision Makers
For MSPs, time is money. If a decision maker is unreachable despite multiple attempts, it might be time to refocus your efforts. Eliminating wasted time when prospecting means more conversations with qualified decision makers.
Qualify Leads Efficiently
If cold calling is your primary outreach method, prioritize leads that are more accessible. Spending too much time chasing unresponsive leads can detract from engaging with potential clients who are more likely to convert.
Maximize Meeting Success
Securing a meeting with the decision maker is a critical step in the sales process. To get a sales meeting, you need to ask for a sales meeting!
- Preparation is Key: Understand the current pain points of your target client profile, and be ready to discuss how your MSP can provide solutions for industry-specific challenges. Lawyers have different challenges from restaurants, so it’s important to speak the language of your prospects when cold calling.
- Leverage the “Send Me Something” Objection: If a decision maker asks for information, instead of ending the phone call immediately, use this opportunity to ask more questions in order to send tailored content that directly addresses their needs. Follow up with a phone call to discuss the materials and move the conversation forward – get that follow up call scheduled with the prospect before you end your prospecting call.
The Fox and Crow MSP Sales Process
For MSPs looking to grow their client base, mastering cold calling and effectively engaging decision makers is crucial. The Fox and Crow MSP Sales Process will help with refining your approach, handling objections, and securing meetings with key stakeholders. We’ll teach you how to do your own MSP lead generation, significantly increase your lead conversion rate and grow your MSP.
Interested in the MSP Cold Calling Course?
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