{"id":61703,"date":"2024-12-11T13:29:38","date_gmt":"2024-12-11T13:29:38","guid":{"rendered":"https:\/\/www.n-able.com\/?p=61703"},"modified":"2024-12-12T14:20:42","modified_gmt":"2024-12-12T14:20:42","slug":"understanding-why-msps-struggle-with-new-customer-acquisition","status":"publish","type":"post","link":"https:\/\/www.n-able.com\/de\/blog\/understanding-why-msps-struggle-with-new-customer-acquisition","title":{"rendered":"Understanding Why MSPs Struggle with New Customer Acquisition"},"content":{"rendered":"<p><em>In this blog Pete Roythorne talks to head sales and marketing nerd Stefanie Hammond about how MSPs can tackle the challenges of new customer acquisition.<\/em><\/p>\n<p>Finding new customers has long been a significant challenge for MSPs. In fact, according to the latest MSP Horizons report, almost a quarter of MSPs ranked new customer acquisition as their biggest hurdle. Stefanie Hammond, head sales and marketing nerd at N&#8209;able, shared her perspective on why this issue is so prevalent in recent podcast interview I did with her. We dug into some of the reasons behind this persistent challenge and explored how MSPs can start to overcome it.<\/p>\n<hr \/>\n<p><strong>Catch the full conversation <\/strong><a href=\"https:\/\/www.n-able.com\/blog\/podcast_unlocking_msp_sales_success\" target=\"_blank\" rel=\"noopener\"><strong>Unlocking MSP Sales Success<\/strong><\/a> here:<\/p>\n<ul>\n<li><strong>Watch <a href=\"https:\/\/youtu.be\/7pSn0zfJIs4?si=SxV1IwjuaUWPFtha\" target=\"_blank\" rel=\"noopener\">Unlocking MSP Sales Success<\/a><\/strong><\/li>\n<li><strong>Listen to <a href=\"https:\/\/www.buzzsprout.com\/2364768\/episodes\/15318371-unlocking-msp-sales-success\" target=\"_blank\" rel=\"noopener\">Unlocking MSP Sales Success<\/a><\/strong><\/li>\n<\/ul>\n<hr \/>\n<p>&nbsp;<\/p>\n<h2><strong>The Tech Background Factor<\/strong><\/h2>\n<p>One of the first issues Stefanie identified was the background of many MSP founders. Historically, MSPs were often started by individuals with a technical background rather than a business or sales focus. As Stefanie noted, \u201cTechs know tech really, really well. They went to school for that, but they didn\u2019t go to school for business, sales, marketing.\u201d<\/p>\n<p>This creates a fundamental gap in skills. While technical proficiency is vital to running an MSP, it doesn\u2019t necessarily translate into being able to sell those services effectively. This results in MSPs that excel at delivering IT solutions but <a href=\"https:\/\/www.n-able.com\/blog\/how-to-avoid-the-biggest-mistake-in-your-msp-sales-process\" target=\"_blank\" rel=\"noopener\">struggle with communicating their value<\/a> to non-technical business owners. The result? Potential customers can remain unaware of the true value MSPs bring beyond just \u201cfixing computers.\u201d<\/p>\n<h2><strong>Lack of Sales and Marketing Focus<\/strong><\/h2>\n<p>Stefanie also highlighted the issue of multitasking, particularly in smaller MSPs where the owner typically wears many hats. These business owners often don\u2019t have the time to focus consistently on sales and marketing efforts, which Stefanie likened to playing \u201cwhack-a-mole.\u201d She explained, \u201cThey\u2019ll do a little bit of marketing and they\u2019ll be like, okay, I did some marketing. And then they go back down and focus on something else.\u201d<\/p>\n<p>The problem here is that <a href=\"https:\/\/www.n-able.com\/blog\/5-key-strategies-building-long-term-sustainable-sales-and-marketing-strategy\" target=\"_blank\" rel=\"noopener\">marketing and sales efforts need<\/a> consistency to be effective. Sporadic bursts of marketing aren\u2019t enough to generate a steady flow of leads. Without a dedicated sales and marketing focus, MSPs miss opportunities and leave potential clients unaware of their services.<\/p>\n<h2><strong>Selling Tools Instead of Solutions<\/strong><\/h2>\n<p>Another significant obstacle to new customer acquisition comes from how MSPs approach their sales pitches. Many MSPs fall into the trap of <a href=\"https:\/\/www.n-able.com\/blog\/your-customers-dont-just-buy-what-your-company-sells\" target=\"_blank\" rel=\"noopener\">selling the tools they use rather than the solutions<\/a> they provide. \u201cOne of the other questions I get asked a lot is how do I price EDR? How do I price backup? How do I price [Insert tool here]?\u201d explains Stefanie. The problem with this approach is that non-technical business owners aren\u2019t interested in the tools MSPs use. What matters to them is the value MSPs provide in terms of improved business outcomes.<\/p>\n<p>This disconnect between what MSPs are selling and what potential customers actually care about is a fundamental sales challenge. As Stefanie explained, \u201cWe\u2019re selling to non-technical business owners. They don\u2019t care about the tool that you\u2019re using within your MSP. They care about how it\u2019s going to benefit them.\u201d<\/p>\n<h2><strong>Overcoming the Challenge<\/strong><\/h2>\n<p>So how can MSPs overcome these challenges and start winning new customers? The first step, according to Stefanie, is for MSPs to shift their mindset from being reactive to proactive when it comes to sales and marketing. Instead of approaching marketing like a game of whack-a-mole, MSPs need a consistent, focused sales strategy that is aligned with the business\u2019s long-term growth goals.<\/p>\n<p>\u201cMSPs need someone dedicated to the growth function,\u201d Stefanie said. This doesn\u2019t necessarily mean hiring an expensive account executive right away, but it does mean having someone whose primary focus is on driving new business. Stefanie emphasized that MSPs should look for salespeople who can connect with their target market on a business level, rather than purely on a technical one.<\/p>\n<p>Additionally, MSPs should focus on selling solutions rather than individual tools. As Stefanie pointed out, \u201cThey\u2019re not able to connect with who they\u2019re trying to connect with, which is non-technical business owners.\u201d By presenting their services as solutions to specific business problems, MSPs can differentiate themselves from the competition and better communicate their value to potential clients.<\/p>\n<h2><strong>Final Thoughts<\/strong><\/h2>\n<p>Understanding why MSPs struggle with new customer acquisition is the first step toward overcoming this challenge. Stefanie Hammond\u2019s insights shine a light on the common pitfalls many MSPs fall into\u2014technical founders with limited sales experience, inconsistent marketing efforts, and a focus on tools over solutions. But the good news is that these challenges can be addressed.<\/p>\n<p>By shifting the focus to consistent sales and marketing efforts, hiring the right salespeople, and selling solutions that solve real business problems, MSPs can start to see growth in new customer acquisition. As Stefanie aptly put it, \u201cYou don\u2019t need to pick up every nickel that you find. There\u2019s value in being selective and intentional about who you want to bring into your business.\u201d<\/p>\n<p>MSPs that take the time to understand these dynamics and invest in a structured, proactive approach to customer acquisition will find themselves well-positioned for growth. It\u2019s about understanding what the customer really needs and then communicating the value of those solutions clearly and consistently.<\/p>\n<p><strong>If you&#8217;re struggling with new customer acquisition or want to understand how to build a more effective sales strategy for your MSP, don\u2019t miss the full conversation with <\/strong><a href=\"https:\/\/www.n-able.com\/blog\/podcast_unlocking_msp_sales_success\" target=\"_blank\" rel=\"noopener\"><strong>Stefanie Hammond\u2014Unlocking MSP Sales Success<\/strong><\/a><strong>. We dive even deeper into the reasons behind these challenges and offer actionable steps to overcome them. Watch the full podcast on YouTube or stream it on your favorite platform. Your next customer might be just one strategy away!<\/strong><\/p>\n<ul>\n<li><strong>Watch <a href=\"https:\/\/youtu.be\/7pSn0zfJIs4?si=SxV1IwjuaUWPFtha\" target=\"_blank\" rel=\"noopener\">Unlocking MSP Sales Success<\/a><\/strong><\/li>\n<li><strong>Listen to <a href=\"https:\/\/www.buzzsprout.com\/2364768\/episodes\/15318371-unlocking-msp-sales-success\" target=\"_blank\" rel=\"noopener\">Unlocking MSP Sales Success<\/a><\/strong><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Pete Roythorne talks to head sales and marketing nerd Stefanie Hammond about how MSPs can tackle the challenges of new customer acquisition.<\/p>\n","protected":false},"author":63,"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-61703","post","type-post","status-publish","format-standard","hentry","topic-head-nerds","topic-msp-business","topic-sales-strategies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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