Overcoming a Common Challenge for MSPs: Connecting with Decision Makers Part I
Connecting with a decision maker can be intimidating if you are not used to it. Decision makers are often busy executives with limited time. They often also will work hard to limit your access to them. To get them on the phone for example, may not be an easy task. With this in mind, it is important that you prepare yourself to connect with the person who is authorized to make a purchase. Failure to do your homework may ruin your one and only chance to get their attention.
Background: Before connecting, get the necessary information
- About your prospect: Do your research. Learn about the decision maker. Reach out to them on LinkedIn. Is he or she a senior company officer or a manager? What level of authority do they have in purchasing decisions? With whom do they share that authority? Knowing about their superiors and colleagues may also be helpful in understanding the decision making process in the organization.
- About the business: Understanding the industry in general and their business in particular are both important for establishing your credibility with your prospect. Discover what kind of services or products your prospect provides to their clients and find out what their pain points are. You will have a better chance of getting that first face-to-face appointment if they know that you understand their challenges.
First Steps: Making the first contact
Here is where smart MSP marketing can make you stand out. When you have the business profile of your decision maker, you are ready to make the move to create awareness and then connect. Send personalized post cards or brochures with a cover letter. Send personalized emails on templates sharing your company information.
That First Face-to-Face Meeting
Follow up via emails and phone calls. When you call, you ask for the decision maker. After your formal introduction, all conversation has to be about their business and learning the challenges it faces. Don’t go into any details about the technology involving your services unless the prospect asks about it. What your prospect is really interested to know at this point is that you are going to help them solve their problems and contribute to their revenue growth. Leveraging your knowledge of their business and pain points will be the key to your success in this meeting. Also, ask them what their expectations are of an MSP and convince them that you can meet those expectations.
Now that you have connected to a decision maker, your next challenge is to move this relationship forward. We will discuss next steps in our next post. Stay tune..