3 ways to sell the cloud · voip, unified communications online storage, file sharing,...

3 Ways to Sell the Cloud Creating a Killer Cloud Sales

Strategy

MSP Mastered®

4 Steps to Building Your Cloud Solutions Offering

1: Define your cloud strategy

2: Design your cloud portfolio

3: Price your deliverables

4: Go to market with bundles

MSP Mastered®

1. Define Your Cloud Strategy

Resell

Create competitive advantage by reselling

cloud-based services that deliver more value to them with less time,

trouble and technology

Host

Create competitive advantage by selling,

consulting, delivering, supporting and hosting

public and private clouds

Build

Create competitive advantage by selling,

consulting, delivering, supporting and buildingpublic and private cloud

infrastructures

$$$ $$$

MSP Mastered®

2. Define Your Cloud Portfolio

IAAS? PAAS?

SAAS?MSP Mastered®

What’s In Your Cloud Solution Stack?

SaaS – Hosted Applications

Office Productivity

VoIP, Unified Communications

Online Storage, File Sharing, Collaboration

IaaS – Hosted Infrastructure

Amazon Web Services

PaaS – Hosted Platforms

Windows Azure

Application Software

Computing Infrastructure and Storage

Solution Stack

MSP Mastered®

3. How Do You Price Your Deliverables?

User

• Easy to price

• Easily shopped

Tiered

• Most popular pricing model

• Clients usually take lowest point of entry

Value

• Requires more marketing and sales acumen to price and sell

• Can yield highest margins

*Pricing Considerations

• Availability

• Redundancy

• Security

MSP Mastered®

Factors That Affect Profit

1. Business Model

2. Offering/Bundling

3. Cost of Service Delivery

4. Sales Sophistication

5. Service Delivery Efficiency

MSP Mastered®

What Is Your Predominant Business Model?

Product-Centric

• Product sales > 50% of gross revenue & clients are encouraged to buy more products

Time & Materials

• Majority of service revenue is from billing clients on time to repair issues as they arise

Project Driven

• Majority of service revenue is derived from projects and clients are encouraged to upgrade often

Managed Services/Cloud

• Majority of service revenue is derived from flat rate-based services

MSP Mastered®

Are You Bundling Your Offering for Maximum Value?

Managed Services

Office 365

Online Storage/File Sharing/Collaboration

VoIP

VoIP

Unified Communications


Hosting/Virtualization

Office 365

Unified Communications


VoIP

MSP Mastered®

What Is Your Cost of Service Delivery?

Labor + Overhead Burden per Hour

Hourly Cost of Service Delivery

(HCSD)

Number of Hours Per Month To Support Customer

Projected Support

Hours Per Month

Cost For 3rd Party Cloud Services and SubscriptionsCost of

Subscription

= HCSD x Projected Support Hours + Cost of Subscription

Total Cost of Service Delivery

MSP Mastered®

Determining Your Cost of Service Delivery

•$56.09Hourly Cost of Service Delivery

(HCSD)

•4Projected Support Hours Per Month

•$400.00Cost of Subscription

•$624.36Total Cost of Service Delivery

MSP Mastered®

Add Desired Markup and Price to Determine “Stop-Loss”, Then Price and Sell On Value!

•$624.36Total Cost of Service Delivery

•$936.54Desired Markup + 60%

•$1,560.90Retail Price -Monthly

MSP Mastered®

Divide By Total Users To Get “Per User” Cost/Price

How Would You Rate Your Team’s Sales

Sophistication?

We’ve developed a great new service to convert your money into our money!

MSP Mastered®

How Efficiently Do You Deliver Services?

• Higher Efficiencies and Automation Result In Competitive Advantage

• Lower Costs

• Pricing Flexibility

• Increased Margins

• Greater Scalability

MSP Mastered®

Client Type Determines Potential

• Technology Strategic Client

• Views technology spend as an investment that provides a competitive advantage

• Technology Dependent Client

• May not view technology spend as strategically, but business is so reliant technology that they are forcedto maintain it

• Technology Averse Customer

• Does not appreciate the importance of technologyand in certain cases may fear it and its cost

MSP Mastered®

2 Sales Targets

Longer Sales Cycles

• Technology Strategic

• Technology Dependent

New Prospects

Shorter Sales Cycles

• Technology Strategic

• Technology Dependent

• Technology Averse?

Existing Clients

MSP Mastered®

2 Marketing Approaches -Campaigns

• Multiple, diverse touches to schedule appointments, invite to Webinars and Lunch n’ Learns

• Direct mail, email, social media, LinkedIn marketing

• Call-downs

• Webinars

• Lunch ‘n Learns

New Prospects – BUILD TRUST

• Calls or emails to calendar meetings, invite to Webinars and Lunch n’ Learns

• Email, Newsletter marketing

Existing Clients – SCHEDULE MEETINGS

MSP Mastered®

2 Sales Approaches

Preparation – Web Qualify

• Warm Up – Ease them into opening up

• Qualify – Immediate pain AND latent needs, build buying temperature through implication questions and explore budget

New Prospects –BUILD TRUST

Warm Up – Ease them into opening up

• Qualify – Immediate pain AND latent needs, build buying temperature through implication questions and explore budget

Existing Customers – QUALIFY FOR

SOLUTION

MSP Mastered®

My Favorite Sales Book

Recommendation

Secrets of Question Based Selling by Thomas A. Freese

MSP Mastered®

Qualifying Using QBS*

• Use Diagnostic/Status Questions to uncover needs and Qualify Prospect

Step 1: Credibility

• Use Issue Questions to discover if there are Active or Latent Needs and to make Client aware of Need

Step 2: Identify Need

• Use Implication Questions to create Emotional Connection to Solution and Build Urgency

Step 3:

Connect Implication

• Let them know you can help

Step 4:

Position Away Alternatives

MSP Mastered®* Secrets of Question Based Selling - Thomas A. Freese

Most Successful

Sales Approach:

QBRs With Technology Strategic Clients

MSP Mastered®

If We Do Our Job Right…

Technology Strategic Clients

Seek

Technology Dependent

ClientsAccept

Dependent Clients to Strategic

Transform

MSP Mastered®

Business Reviews – How

Often?

Every 30 Days

Every 60 Days

Every Quarter

1st Quarter1st Quarter

2nd Quarter2nd Quarter

3rd Quarter3rd Quarter

MSP Mastered®

QBR Process

• Service Delivery Reports

• Security Reports (AV/AS, Web Filtering, PEN, etc.)

• Backup Reports

• Patching/Updating Reports

• User Surveys

• Trending

Preparation

• High-Level Overview of Reports

• Attention to Customer SAT

• Conduct Business Needs Analysis

• Align Service and Solution Recommendations to increase efficiencies, reduce costs, mitigate pain and reduce risk

• Conduct Budget Discussions

Delivery

MSP Mastered®

Transforming Dependent to Strategic

1st Quarter

Introduce Budget Discussions

2nd QuarterAccelerate Budget Discussions

3rd QuarterEach Meeting Revolves Around Budget

MSP Mastered®

Result Of Transformation

Funnel!

Sales

YourFill

MSP Mastered®

QBR Do’s and Don’ts

Create a recurring schedule

• Prepare and be on time

• Develop a consistent Agenda

• Transform Dependents

• Be strategic

Do:Miss or reschedule QBRs

• Spend too much time in weeds

• Perform service

• Leave without a budget commitment

Don’t

MSP Mastered®

Who Performs QBRs?

• Sales Professionals

• Business Owners

MSP Mastered®

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3 ways to sell the cloud · voip, unified communications online storage, file sharing,...

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