In order to be able to market and sell your MSP services successfully, you need to know your buyer persona. Identifying buyer persona involves drawing up a profile of your buyers based on multiple factors such as your current client data, the market you operate in, the services you offer, etc. You may have more than one buyer persona. For example, you cater to clients in the Healthcare industry when you provide IT services to doctor’s offices, dental clinics, etc., and you also cater to law firms. These 2 client bases will have very different personas even if the services you provide are more or less the same.
Why is it important to understand your buyer personas?
You will be able to sell more effectively
It is essential to understand your buyer persona because that will help you pitch your services to them more effectively. Your prospects are not just names in your marketing database. They are real people, running businesses and facing multiple business challenges! When you are pitching your IT services to them, you need to know the exact business challenges they face that relate to IT and talk to them about how you can resolve those.
You will know where to focus
In the long run, understanding buyer persona also helps you understand where to focus your efforts. For example, as you dig deeper into buyer personas, you may learn that the typical sales cycle is much shorter for law firm clients than for hospitals, or your CPA firm clients bring in more revenue than the small-time retail ones and you may be able to make better business decisions in terms of where to invest your time, energy and marketing and sales efforts and budget. You will also know who to target. For example, which buyer persona is playing a key role in your conversations with buyers. Is it the CTO, the VP operations, the CEO/founder? Understanding these elements can help you have a more personalized and effective marketing strategy.
So, how do you understand buyer personas?
There are tools in the market that help you understand buyer personas so you can benefit from this knowledge. Watch out this space next week for more information about them!
Through its MSP-IT Advantage Program, Mindmatrix provides a complete marketing and sales enablement solution for Managed IT Services Providers and other Hi-Tech channel partners including VARs, integrators, consultants, and ISVs helping them sell more. We work with hundreds of MSPs, integrators, and VARs to make their marketing easy and effective. The MSP Advantage Program lets MSPs focus on what they do best: Managing Services by offering them all the tools, strategies, content, and marketing and sales support they need to pursue and close leads effectively. Please visit www.mspadvantageprogram.com to learn more.