kaseya connect 2011- how to build msp sales and marketing roadmap (msp sales pros)
TRANSCRIPT
Why Use a Roadmap Stop the confusion!
Identify potential roadblocks!
Build a repeatable process!
Deliver predictable results!
Create a scalable process so you can grow!
MSP Sales & Marketing Roadmap
MSP SALES & MARKETING ROADMAP
YOUR EXECUTIONYOUR FOCUS YOUR SOLUTION YOUR PLANNING
Your Four Keys to Success
Find Your FocusCheckpoint One
Identify the types of businesses you intend to target
Legal FinancialHealthcare ManufacturingRetail EducationConstruction GovernmentProfessional Hospitality
Determine the size of the businesses will you target
3 – 8 Employees 20 – 40 Employees
8 – 20 Employees > 40 Employees
MSP Sales & Marketing Roadmap
MSP SALES & MARKETING ROADMAP
YOUR FOCUS
Business TypeBusiness Size
Legal8-20
Legal20-40
Healthcare8-20
Healthcare20-40
MSP Sales & Marketing Roadmap
MSP SALES & MARKETING ROADMAP
YOUR FOCUS YOUR SOLUTION
Business TypeBusiness Size
Legal8-20
Legal20-40
Healthcare8-20
Healthcare20-40
Build Your SolutionCheckpoint Two
Needs Analysis
Understand how their business operates! Know the key business drivers Identify mission critical applications or processes Know the basics:Improve efficiency - Faster response to clients Meet or maintain regulatory compliance Reduce operating costs - Eliminate risks
Build Your SolutionCheckpoint Three
Competitive Analysis
How do they address their needs today? Competitors Some form of in-house IT Their nephew
Understand this so that you can effectively position against this!
Build Your SolutionCheckpoint Four
Packaging Messaging
If your messaging misses the mark, it’s nearly certain that your efforts to attract new customers will fail! Show your prospects that you understand their business needs Be seen as an expert in their field Make sure your service offer addresses their business needs
Creating a Service Offer Productize your solution
Connect the dots
Avoid multiple service tiers
Show them the money
Never put pricing in your service offer
Your service offer is a sales tool, not a contract
MSP Sales & Marketing Roadmap
MSP SALES & MARKETING ROADMAP
YOUR FOCUS YOUR SOLUTION
Business TypeBusiness Size
Needs Analysis
CompAnalysis
PackagingMessaging
Legal8-20
Legal20-40
Healthcare8-20
Healthcare20-40
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MSP Sales & Marketing Roadmap
MSP SALES & MARKETING ROADMAP
YOUR FOCUS YOUR SOLUTION YOUR PLANNING
Business TypeBusiness Size
Needs Analysis
CompAnalysis
PackagingMessaging
Legal8-20
Legal20-40
Healthcare8-20
Healthcare20-40
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Start Your PlanningCheckpoint Five
Target Lists
Where do you find your target accounts? Online Lists
Hoovers, Jigsaw, OneSource Partners Avoid cheap lists of unknown prospects Make sure you have the data you need!
Start Your PlanningCheckpoint Six
Sales Tools
You need a defined set of sales tools. A Service offer designed to standout Effective website content Evaluation checklists Email templates Sales letter that get appointments
Creating a Sales Letter
Get your letters opened!Stick to the basicsAvoid tricks and gimmicks
Get your letters read!Use wide margins – Make it look easy to readUse a compelling headline – A questionPresent an unknown problemPlant a seed of doubtStrong opening statements in each paragraphShow how the current solution increases riskSolve the problemAdditional business benefitsCall to action with a benefit for taking action
Start Your PlanningCheckpoint Seven
Campaigns
cam·paign - a systematic course of aggressive activities for some specific purpose: a sales campaign. Select the means of initial contact
Direct Mail – email – Door to Door – Cold Call Speaking Engagements - Partnerships
Define the content Define the volume and frequency
MSP Sales & Marketing Roadmap
MSP SALES & MARKETING ROADMAP
YOUR FOCUS YOUR SOLUTION YOUR PLANNING
Business TypeBusiness Size
Needs Analysis
CompAnalysis
PackagingMessaging
Target Lists
SalesTools
CampaignPlanning
Legal8-20
Legal20-40
Healthcare8-20
Healthcare20-40
a a a a a a
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MSP Sales & Marketing Roadmap
MSP SALES & MARKETING ROADMAP
YOUR EXECUTIONYOUR FOCUS YOUR SOLUTION YOUR PLANNING
Business TypeBusiness Size
Needs Analysis
CompAnalysis
PackagingMessaging
Target Lists
SalesTools
CampaignPlanning
Legal8-20
Legal20-40
Healthcare8-20
Healthcare20-40
a a a a a a
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Begin Your ExecutionCheckpoint Eight
Goals Metrics
Set goals so that you can measure your success. “ As many as possible” is not a goal! Know the metrics:
How many letters to get to a conversation?How many conversations to get an appointment?How many appointments to get a customer?
Improve the metrics
Begin Your ExecutionCheckpoint Nine
SalesProcess
Define contact typesDefine conditions for each contact typeDocument the stages of your Sales Cycle. Define the deliverables for each stage Identify the tools for each stage Make sure your messaging is consistent in each stageOptimize CRM
Begin Your ExecutionCheckpoint Ten
TrainRefine
Make sure the sales team understands: The business drivers for the markets you target Your solutions Positioning your solutions Your processes The metrics Analyze and refine frequently
MSP Sales & Marketing Roadmap
MSP SALES & MARKETING ROADMAP
YOUR EXECUTIONYOUR FOCUS YOUR SOLUTION YOUR PLANNING
Business TypeBusiness Size
Needs Analysis
CompAnalysis
PackagingMessaging
Target Lists
SalesTools
CampaignPlanning
GoalsMetrics
Sales Process
TrainRefine
Legal8-20
Legal20-40
Healthcare8-20
Healthcare20-40
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