MSP Sales Strategies Simplified

Adding new MRR (monthly recurring revenue) is a challenge for all business owners, but if you’re the owner of a growing MSP (Managed Services Provider) it is a challenge that must be overcome in order to scale your business.  If your referral sources are drying up, and your client roster is beginning to churn, it’s time to consider implementing effective outbound prospecting strategies.  Effective outbound prospecting will significantly boost sales (especially if to date you’ve only relied on referrals) and will ensure sustainable business growth.

Why Isn’t Outbound Already One of Your MSP Sales Strategies?

If you’re not already using outbound prospecting to grow your MSP, why not?

Are you afraid of asking for new business?

Don’t be.  Cold outbound is a lot like networking – but faster and easier (with no travel expenses, no time out of the office and no membership fees!)

Watch Carrie making outbound cold calls right here!  (This is a three-hour video, so find a block of time!)

Do you find the idea of outbound distasteful?

Get over it.

Remember – you aren’t your prospect.

Your 10-employee MSP doesn’t have a lot in common with that 70-employee law firm you’re trying to sell your services to, so don’t assume that the Managing Partner of the law firm will react the way you do when they receive a cold call.  (We can talk about the potential PR nightmares that come with being rude to cold callers in another post.)

Not Sure Where to Begin?

If you’re looking for a simple system and easy to follow MSP sales strategies, check out the new Fox and Crow Group sales enablement suite at www.mspsalesprocess.com!  We’re excited to finally be in beta, and if you’d like to be one of the first MSPs to try it, connect with Carrie Richardson on Linkedin, or schedule a call with her here!

MSP sales isn’t easy – there are a lot of challenges facing MSP business owners who want to grow organically.  But it’s also not as complicated as many would have you believe.  Keep it simple.

Understanding MSP Sales Challenges

Before diving into specific MSP sales strategies, it’s important to understand the unique challenges faced by MSPs:

• Complex Buying Process: MSP solutions often involve multiple decision-makers, extending the sales cycle.
• High Competition: The growing number of MSPs intensifies the competition, making it harder to stand out.
• Client Retention: Beyond acquiring new clients, MSPs must focus on retaining existing ones through exceptional service.

Proven Strategies to Enhance MSP Sales

1. Define Your Target Client Profile

Creating a detailed target client profile (ICP) helps streamline your prospecting efforts:

• Industry Focus: Identify industries that benefit most from your services.
• Company Size: Determine the ideal size of companies to target.
• Pain Points: Understand the common challenges your ideal clients face.

Remember:  if you cant reach prospects, they aren’t really prospects – make sure to consider how you’re going to interact with your TCP – if you can’t get a specific industry to interact with you in the way you like to interact, they’re not truly your prospects.  If you don’t want to cold call, that’s going to eliminate prospects who respond to cold calls.

How do you know who will take a cold call vs. who will open a cold email?  You collect data over time and adjust your approach and TCP accordingly.

2. Leverage Data-Driven Prospecting

Utilize data analytics to identify and target potential leads effectively:

• CRM Tools: Use Customer Relationship Management (CRM) systems to track and analyze lead behavior.
• Predictive Analytics: Implement predictive analytics to forecast which leads are most likely to convert.

3. Personalized Outreach

Tailor your communication to address the specific needs of your prospects:

• Customized Emails: Craft personalized email campaigns that highlight how your services can solve their problems.
• Direct Mail: Send targeted direct mail pieces with a personal touch to grab attention.

Remember not to spend a ton of time customizing or personalizing things for suspects who haven’t shown any interest.  Your outreach initiatives start “cold” and wide, using volume-based tactics.  You don’t start personalizing your approach until you’ve determined a contact will engage in some way.  Research burns more time in your sales process than anything else.  Until you know who picks up the phone and who doesn’t, just dial.  Stop relying on badly outdated lists for “personalized” outreach – the lists are bad, and you’re wasting 1/3 of your budget and time if you haven’t confirmed that the company is the right size, and the number, email and address are actually the company you’re targeting.

4. Multi-Channel Engagement

If you don’t like cold calling, you don’t have to do as much of it if you master other forms of engagement. Engage leads across various platforms to increase your chances of conversion:

• Social Media: Utilize platforms like LinkedIn to connect with decision-makers.  The MSP Sales Process includes an entire module on social selling.  Ian Richardson generates most of his new business using social media.  Follow him on Linkedin or Reddit to see how it’s done!
• Webinars and Events: Host informative webinars and attend industry events to showcase your expertise.  Check out some of the many webinars we’ve hosted here!  

5. Nurture Leads with Valuable Content

Provide educational content that addresses the challenges and needs of your prospects:

• Blog Posts: Write blog articles that offer insights into industry trends and solutions.
• Case Studies: Share success stories of how your services have benefited other clients.

Not sure how to write a great blog post or ask for case studies?  The MSP Sales Process includes the process you’ll use for asking for referrals, case studies and testimonials!  Here’s a couple of our own testimonials we are proud of:

6. Implement a Strong Follow-Up Strategy

Consistent follow-up is key to keeping leads engaged:

• Automated Follow-Ups: Use automation tools to send timely follow-up emails.
• Personal Calls: Schedule regular check-in calls to maintain a personal connection.

Remember not to automate anything in your sales process once you’re engaged with a prospect that has met with you and is in the crucial decision making part of the sales process.  One bad “dear first name last name” email can destroy two years worth of trust-building.  No one wants to feel like they’re just a number – especially if they’re planning a 10,000/month recurring technology investment.  People understand mistakes, but people also make decisions in irrational ways.  Feeling like a potential new partner doesn’t value your business right before signing a contract may delay or destroy the opportunity!

Get Started Building Your MSP Sales Strategies With Fox and Crow!

Fox and Crow Group can help MSPs can help you with your prospecting efforts, teach you to engage leads more effectively, and ultimately our goal is to help you boost your recurring revenue sales in order to create a business that will be far more valuable at exit.

We offer coaching and consulting for those who want to accelerate the process, but we’re very excited about our new self-service sales enablement solution for MSPs.

The MSP Sales Process includes weekly group coaching if you want it, but there is nothing in the MSP Sales Process that you can’t self-execute.  Want to try it out for your MSP risk free?  Head on over to MSPSalesProcess.com and check it out!