{"id":5983,"date":"2015-01-13T19:22:56","date_gmt":"2015-01-13T19:22:56","guid":{"rendered":"https:\/\/www.n-able.com\/?p=5983"},"modified":"2021-07-12T13:33:29","modified_gmt":"2021-07-12T12:33:29","slug":"pitching-disaster-recovery","status":"publish","type":"post","link":"https:\/\/www.n-able.com\/es\/blog\/pitching-disaster-recovery","title":{"rendered":"Pitching disaster recovery"},"content":{"rendered":"<p>I recently finished an\u00a08-step series on business recovery, where I covered a number of methodologies that would not only enhance your recovery offering, but provide better data protection for your customers. Assuming a few of those are appealing and can be applied to your customer base, the next logical step is to market these services.<\/p>\n<p>Having 10 years of experience as a Marketing VP in the tech space, as well as being a former owner of two service organizations, marketing the benefits of a technical solution comes easy to me. But it may not for you. So, I thought I\u2019d tack on some thoughts on how to best promote disaster recovery.<\/p>\n<h2>Selling the Disaster<\/h2>\n<p>Unless the customer already buys into the fact that a disaster of some nature is coming, disaster recovery can be one of the hardest things to sell.\u00a0So here are a few recommendations to use when having the discussion with a customer:<\/p>\n<ul>\n<li><strong>Stay away from Fear<\/strong>\u00a0\u2013 By now, everyone has heard of the term FUD. A pitch based on FUD is not only going to fail, but wouldn\u2019t produce the right result in the long run anyway. If you were to sell DR based on FUD, you\u2019d have an overcommitted customer who purchased way too much DR service from you with buyer\u2019s remorse. Eventually, they\u2019d be unhappy with the service and you risk losing that customer because you \u201ccoaxed them into it.\u201d Instead, you want an educated customer to respond with their specific needs based on facts and business value.<\/li>\n<li><strong>Start with Risk<\/strong>\u00a0\u2013 Having an intelligent conversation about disaster recovery starts with the customer\u2019s perceived risk of any given disaster. Covering the types of disasters you help recover from (loss of data, services, applications, servers, data centers, and locations) and determining how your customer sees the level of likelihood that each scenario may occur is the right place to start. Statements like \u201cI want to understand what kinds of data loss and service interruption are important to you\u201d or \u201cwhich systems are most critical to you and why?\u201d will get you far. Note the disasters they identify with and continue down those paths and stay away from the ones they\u2019ve dismissed or you\u2019re right back at FUD.<\/li>\n<li><strong>Follow-up with Business Value<\/strong>\u00a0\u2013 Talking about the value of getting business operations back up and running makes sense next. Discussing specifics around\u00a0<a href=\"https:\/\/www.n-able.com\/blog\/recovering-speed-business\">Recovery Time Objectives and Recovery Point Objectives<\/a>\u00a0will demonstrate to the customer your expertise around recovery, as well as your understanding of what\u2019s important to them. Because there are many ways to recover (see my 8-step series), this is your opportunity to educate them on varying speeds and methods of recovery, allowing them to fully understand their options.<\/li>\n<li><strong>Compare Costs<\/strong>\u00a0\u2013 With risks identified, the best way to sell disasters is to compare the cost of recovering with the cost of not recovering.\u00a0 Remember, to stay focused on the scenarios your customer has indicated they care about, so you remain clearly in the business discussion arena and don\u2019t wander back over to FUD. Questions like \u201cLet\u2019s talk about your Exchange server.\u00a0 How would it being down for &lt;insert RTO discussed&gt; impact your business?\u201d Ideally, have them estimate a number. Why? So you have something to compare to when you tell them how much the, say,\u00a0Virtual Disaster Recovery, service you\u2019re offering is going to cost monthly.<\/li>\n<\/ul>\n<p>The title of this section was a bit misleading, as you will have really sold the business value of protection from a disaster rather than the disaster itself. But to be successful, you\u2019re going to need to ensure you\u2019re talking the right language when you approach your buyer.<\/p>\n<h2>Matching the Pitch to the Buyer<\/h2>\n<p>You\u2019ve probably met each of the two possible buyers \u2013 the technical buyer and the business buyer.\u00a0 Each one has a different business concern, a different set of challenges, and, therefore, needs to be addressed differently.\u00a0 Doing so, will allow you to quickly (and easily) turn details around recovery into a paying customer.<\/p>\n<p>The technical buyer is likely the IT admin who needs to ensure systems stay running. Your conversation will dig into the bits and bytes of how recovery will work, details around features that make it fast, secure, and reliable, and (somewhat most importantly) how using your solution will make their life easier.\u00a0 You\u2019ll need to give the \u201cdisaster selling\u201d the techie bent it needs in order to be successful.<\/p>\n<p>The business buyer may play any of a variety of roles within an organization \u2013 from the IT director all the way up to CEO.\u00a0 Regardless of their position, they are focused on the business. The importance of business reputation and continuity, trends with cloud back &amp; recovery, and specifics on the cost structure will definitely come up with this buyer \u2013 be sure to weave those topics in if they don\u2019t.<\/p>\n<h2>Keeping the Pitch From Being the Disaster<\/h2>\n<p>If you can\u2019t convince the customer that they need to be able to recovery from a disaster, there\u2019s no sale. So stay focused on the higher level conversation, tweak the message for the technical or business buyer, and define their specific needs around\u00a0 recovery and you should be successful.<\/p>\n<h3>SolarWinds Backup enables you to offer your clients an enterprise grade online backup service that will keep their critical business data safe at a price they can afford, to find out more why not\u00a0<a href=\"https:\/\/www.solarwindsmsp.com\/products\/backup\/trial\">sign up for our free, fully-functioning 30-day trial?<\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>I recently finished an\u00a08-step series on business recovery, where I covered a number of methodologies that would not only enhance your recovery offering, but provide better data protection for your&#8230;<\/p>\n","protected":false},"author":51,"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-5983","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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