{"id":5690,"date":"2020-07-16T17:44:20","date_gmt":"2020-07-16T16:44:20","guid":{"rendered":"https:\/\/www.n-able.com\/?p=5690"},"modified":"2021-04-07T17:51:51","modified_gmt":"2021-04-07T16:51:51","slug":"msp-customer-acquisition-starts-with-planning","status":"publish","type":"post","link":"https:\/\/www.n-able.com\/de\/blog\/msp-customer-acquisition-starts-with-planning","title":{"rendered":"TAP Blog Series: MSP Customer Acquisition Starts With Planning"},"content":{"rendered":"<div class=\"field field--name-body field--type-text-with-summary field--label-hidden field--item\">\n<p>The COVID-19 pandemic threw a curveball to many MSPs, with\u00a0<a class=\"ext\" href=\"https:\/\/isg-one.com\/docs\/default-source\/default-document-library\/1q20-global-isg-index.pdf?sfvrsn=ae0c731_2\" target=\"_blank\" rel=\"noopener noreferrer\">ISG Index research<\/a>\u00a0reporting that the managed services market will experience a 17% decline in Q2 2020. Though the second half of the year is expected to pick up, it\u2019s more important than ever to have a strategic plan when it comes to marketing for customer acquisition.<\/p>\n<h3><b>Support your MSP\u2019s goals with a successful customer acquisition plan<\/b><\/h3>\n<p>New and seasoned MSPs alike often find acquiring customers to be a daunting task, pandemic or no pandemic. While referrals are nice when you get them, a proactive approach to sales and marketing can help you scale up quickly.<\/p>\n<h3><b>Solidify your foundation\u00a0<\/b><\/h3>\n<p>Start by assessing your current situation and clarifying your\u00a0 core purpose and values. Ask yourself:<\/p>\n<ul>\n<li>What differentiates you from other MSPs?<\/li>\n<li>What do you want to accomplish with your sales and marketing efforts?<\/li>\n<li>Is everyone on board and working toward the same objectives?<\/li>\n<li>Are your roles and responsibilities well-defined?<\/li>\n<li>Is your website ready to deliver your message to prospects?<\/li>\n<\/ul>\n<p>As the saying goes, success is 90% planning and 10% execution\u2014so, make sure not to skip this important step.<\/p>\n<h3><b>Build your sales team<\/b><\/h3>\n<\/div>\n<div class=\"field field--name-field-blog-paragraphs field--type-entity-reference-revisions field--label-hidden field--items\">\n<div class=\"field--item\">\n<div class=\"paragraph paragraph--type--blog-section paragraph--view-mode--default clearfix\">\n<div class=\"sidebar-width-40\">\n<div class=\"field field--name-field-sidebar field--type-entity-reference-revisions field--label-hidden field--item\">\n<aside class=\"paragraph-align-right pull-right paragraph paragraph--type--blog-related-resources paragraph--view-mode--default\">\n<div class=\"related-resources-sidebar clearfix\">\n<div class=\"info-box\">\n<p class=\"text-align-center\"><span style=\"font-size: 16px;\">Once you\u2019ve taken a good, hard look at your purpose and unique differentiators, building an all-star sales team comes next. (If you\u2019re the CEO and you ARE your sales team, listen up! You need a high-performing sales team to get you out of day-to-day prospecting and allow you to better lead your company forward in big-picture ways.)<\/span><\/p>\n<\/div>\n<\/div>\n<\/aside>\n<\/div>\n<\/div>\n<div class=\"blog-section-content\">\n<p>Follow these four essential practices:<\/p>\n<ol>\n<li><b>Define objectives and roles<\/b><br \/>\nFrom\u00a0<a href=\"https:\/\/www.n-able.com\/blog\/guide-cold-calling-msps\" target=\"_blank\" rel=\"noopener\">cold calling<\/a>\u00a0to\u00a0<a href=\"https:\/\/www.n-able.com\/blog\/increase-your-footprint-and-improve-profitability-your-existing-customer-base\" target=\"_blank\" rel=\"noopener\">upselling<\/a>, define each sales role and what it means to be successful in it.<\/li>\n<li><b>Find the right personality<\/b><br \/>\nLook for a \u201chunter\u201d type who can close deals but who also understands and fits in with your culture. This rare unicorn will be the face of your company and a main source of its growth, so it\u2019s very important to hire the right person.<\/li>\n<li><b>Keep your sales team motivated<\/b><br \/>\nMake sure your compensation model rewards success and keeps your salespeople hungry for more.<\/li>\n<li><b>Evaluate regularly<\/b><br \/>\nAssess both performance and expectations often to ensure they align with your current position and goals.<\/li>\n<\/ol>\n<h3><b>Cultivate your brand<\/b><\/h3>\n<p>With a motivated team in place able to speak knowledgably about your services, it\u2019s time to get them in front of prospects. Whether it\u2019s setting up Zoom meetings while we\u2019re social distancing, or attending meetings and speaking events, your salespeople should embrace every opportunity to show prospects you\u2019re an expert and a trusted partner invested in your customers\u2019 success.<\/p>\n<h3><b>Generate leads<\/b><\/h3>\n<p>To generate more leads for your salespeople, make a concerted effort to up your marketing game. Many successful MSPs utilize all or some of the following:<\/p>\n<ul>\n<li><b>Referral programs<\/b><br \/>\nGive your current customers an incentive to refer you to their business contacts.<\/li>\n<li><b>Video and\u00a0<a href=\"https:\/\/www.n-able.com\/blog\/msp-content-marketing-guide\" target=\"_blank\" rel=\"noopener\">content sharing<\/a><\/b><br \/>\nEspecially now\u2014with so many people working from home, not traveling or attending meetings, and on devices more often\u2014finding ways to share the exciting, humorous, important, and triumphant things you do gives your prospects a better understanding of your value.<\/li>\n<li><b>Targeted PPC, Facebook, and LinkedIn\u00a0Ads<\/b><br \/>\nAgain, now is the time to get those compelling messages out there with professionally executed online ads.<\/li>\n<li><b>Invest in marketing automation tools<\/b><br \/>\nWe\u2019re big fans of\u00a0<a class=\"ext\" href=\"https:\/\/hubs.ly\/H0nwKTq0\" target=\"_blank\" rel=\"noopener noreferrer\">automation<\/a>, so any trusted tool that can eliminate repetitive or manual marketing tasks will surely end up paying off.<\/li>\n<li><b>Use your marketing development funds (MDFs)<\/b><br \/>\nPut channel partner money to good use by supporting your marketing initiatives.<\/li>\n<\/ul>\n<p>No matter which avenues you choose, take the time to form a methodical and intentional plan of action before jumping in.<\/p>\n<h3><b>Make the sale<\/b><\/h3>\n<p>When you have a prospect in front of you, use that opportunity to demonstrate all you can do to go above and beyond break\/fix issues to strengthen their business. Make the sale\u00a0by:<\/p>\n<ul>\n<li>Using professional communication materials\u00a0that detail your key contacts and how to reach them for various questions and concerns<\/li>\n<li>Picking the brains of stakeholders to get a holistic view of their company, the issues they face and the opportunities available<\/li>\n<li>Optimizing the sales assessment and discovery process as much as possible.\u00a0If you have the power to\u00a0<a class=\"ext\" href=\"https:\/\/www.liongard.com\/roar\" target=\"_blank\" rel=\"noopener noreferrer\">automate documentation<\/a>, use that during the sales process to show the powerful data aggregation and change detection abilities\u00a0you have in your toolbox<\/li>\n<\/ul>\n<p>Yes, making sales can seem like a daunting prospect, but following this process can help make selling and marketing your services as painless\u2014and effective\u2014as possible.<\/p>\n<div class=\"sidebar-width-40\">\n<div class=\"field field--name-field-sidebar field--type-entity-reference-revisions field--label-hidden field--item\">\n<aside class=\"paragraph-align-right pull-right paragraph paragraph--type--blog-related-resources paragraph--view-mode--default\">\n<div class=\"related-resources-sidebar clearfix\">\n<div class=\"info-box\">\n<p class=\"xs-margin-bottom-0 text-align-center\">Looking to master the basics of sales and marketing? Download our free eBook for tips and tricks to help you sell your services.<\/p>\n<div class=\"related-resources\">\n<article class=\"resource-teaser\">\n<h5 class=\"h5\"><a href=\"https:\/\/www.solarwindsmsp.com\/resources\/eb-big-book-sales-and-marketing-msps?promo=blog\">The Big Book of Sales and Marketing for MSPs<\/a><\/h5>\n<\/article>\n<\/div>\n<\/div>\n<\/div>\n<\/aside>\n<\/div>\n<\/div>\n<div class=\"blog-section-content\">\n<p><em>Adam Slutskin, Chief Revenue Officer, <a href=\"https:\/\/www.liongard.com\/\" target=\"_blank\" rel=\"follow noopener\">Liongard<\/a><\/em><\/p>\n<\/div>\n<p><strong>Liongard is a member of the SolarWinds MSP\u00a0<a href=\"https:\/\/www.solarwindsmsp.com\/partnerships\/TAP?promo=blog\" target=\"_blank\" rel=\"noopener\">Technology Alliance Program<\/a>\u00a0(TAP). TAP is a growing group of trusted vendors we\u2019ve teamed up with to\u00a0offer a variety of third-party integrations and services to help MSPs better serve their customers.\u00a0This blog is part of the TAP Blog Series through which we will provide you with relevant and interesting guest blog contributions from our TAP members.\u00a0<\/strong><\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn how to plan your MSP customer acquisition in a remote work environment, strengthen your brand, and generate high-quality leads for your sales team.<\/p>\n","protected":false},"author":25,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-5690","post","type-post","status-publish","format-standard","hentry","topic-msp-business"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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