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MSP Positioning & Messaging | How to differentiate your MSP business to win more customers

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MSP positioning and messaging best practices. How to differentiate your MSP business to win more customers. Presented by Kaseya and MSPSalesPros. Feb 2013.

MSP positioning and messaging best practices. How to differentiate your MSP business to win more customers. Presented by Kaseya and MSPSalesPros. Feb 2013.

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  • 1. Stand Out From the MSPCompetitionHow to differentiate your businessto win more customersFebruary 26, 2013
  • 2. Agenda • Introductions • Our sponsor • Our MSP expert – Mark Woldman – How to develop a compelling message that will get your firm noticed – Proven methods to build credibility and trust with any prospect – The key points in all sales meeting that you must not miss – EVER – How to help the customer choose you over your competition every time – How to properly qualify an opportunity – and set real expectations – that win deals faster – How to use the right questions and probing comments to uncover hidden objections • Q&A2
  • 3. About Kaseya • Enterprise-class IT systems management for everybody • Key Facts – Founded 2000 – Privately held, no debt, no external capital requirements • Multi-million dollar R&D – 33 offices worldwide in 23 countries with 450+ employees • 12,000+ customers • Millions of assets managed – 6 patents issued for IT service delivery processes & remote IT management processes • 37 patents pending – Common Criteria (EAL2+) certified and FIPS 140-2 security compliant – ITIL v2 and v3 compatible3
  • 4. Why MSPs Choose KaseyaA single Kaseya user can proactively manage 1,000s of automatedIT systems and network tasks in the same amount of timerequired by a team of technicians using other techniquesIt’s the industry’s only patented single-server-single-agentarchitecture; MSPs get enterprise-class capability that is easy touse and easy to affordWith 60+% of top MSPs worldwide using Kaseya, they get accessto the most robust community availableAnd with so many ISVs plugging in to Kaseya via a seamlessintegration process, they get an easy way to leverage theirexisting strategic technology partnerships
  • 5. How to differentiate your business to win more customers5
  • 6. You Must Stand Out• Highly Competitive Market• Managed Services is too generic• All marketing looks alike• SEO makes you look just like your competitors• Standard MSP websites kill your brand
  • 7. MSP Sales & Marketing Myths• I just need better marketing material• If I can just get more meetings I can win more business• Our competitors do it this way so it must be right• We can market our way to success• Online marketing and social media are critical to our success
  • 8. Be Seen as an Industry Expert• First things first – You need a complete strategy – Define your market – Develop your solution – Build your brand (Outside In vs. Inside Out) – Follow a process that builds trust and credibility
  • 9. Building Your Strategy Focus Solution Planning Execution Vertical / Profile Needs Comp Packaging Target Goals Sales Sales Tools Campaigns # Employees Analysis Analysis Messaging Lists Metrics Process Training Who What How
  • 10. Find Your Focus Identify the businesses you will target Legal Education Construction Healthcare Hospitality Real Estate Nonprofit Financial Services Insurance Manufacturing Retail Dental What size companies will you target? 3-10 Employees 11-50 Employees 51-100 Employees 101 -250 Employees
  • 11. Building Your Strategy Focus Solution Planning Execution Vertical / Profile Needs Comp Packaging Target Goals Sales Sales Tools Campaigns # Employees Analysis Analysis Messaging Lists Metrics Process Training Legal 10-30 Employees Who What How
  • 12. Needs and Challenges• Business needs as well as technical needs• Know the key business drivers – Student achievement – Patient satisfaction – Meet critical deadlines – Capture more billable time• Identify industry software – Dentix – Lexis Nexis• Common business goals – Faster response to clients – Maintain compliance – Improve security – Eliminate unnecessary risks
  • 13. Building Your Strategy Focus Solution Planning Execution Vertical / Profile Needs Comp Packaging Target Goals Sales Sales Tools Campaigns # Employees Analysis Analysis Messaging Lists Metrics Process Training Legal 10-30 Employees Who What How
  • 14. Understanding Competition• How do they address their needs today?• Competition comes in many forms – Direct competitors – In-House solution – Former partners – Their nephew• The prospect always thinks they have theright solution – You must learn to position against these
  • 15. Building Your Strategy Focus Solution Planning Execution Vertical / Profile Needs Comp Packaging Target Goals Sales Sales Tools Campaigns # Employees Analysis Analysis Messaging Lists Metrics Process Training Legal 10-30 Employees Who What How
  • 16. Packaging Products• Avoid Gold, Silver, Bronze – Too many options will lead to low price option• Maintain Vertical Focus – Builds instant credibility• Break it down into strategic sections – Operational Efficiencies – Business Continuity – Systems Reliability – Business Value• Include everything you can deliver via Kaseya to eliminate the gap between price and perceived value
  • 17. Building Your Strategy Focus Solution Planning Execution Vertical / Profile Needs Comp Packaging Target Goals Sales Sales Tools Campaigns # Employees Analysis Analysis Messaging Lists Metrics Process Training Legal 10-30 Employees Who What How
  • 18. Your Target Database • This is where your leads will come from • Where can you find accurate data Hoovers OneSource Info USA Data.com Sales Genie List brokers Partners • Avoid cheap lists of unknown data • Only purchase data for the defined markets
  • 19. Building Your Strategy Focus Solution Planning Execution Vertical / Profile Needs Comp Packaging Target Goals Sales Sales Tools Campaigns # Employees Analysis Analysis Messaging Lists Metrics Process Training Legal 10-30 Employees Who What How
  • 20. The Right Tools• Everything is connected – Service offer – Website – Email templates ( follow up and introductory ) – Sales letters – Call dialogue• Have everything ready to go – Folders – CRM templates• Maintain consistency
  • 21. Building Your Strategy Focus Solution Planning Execution Vertical / Profile Needs Comp Packaging Target Goals Sales Sales Tools Campaigns # Employees Analysis Analysis Messaging Lists Metrics Process Training Legal 10-30 Employees Who What How
  • 22. Campaigns• Align campaigns with your brand• Select the means of initial contact Direct Mail – email – Door to Door – Cold Call Speaking Engagements - Partnerships• Define your content• Define your volume and frequency• Create follow up content
  • 23. Building Your Strategy Focus Solution Planning Execution Vertical / Profile Needs Comp Packaging Target Sales Goals Sales Tools Campaigns # Employees Analysis Analysis Messaging Lists Process Metrics Training Legal 10-30 Employees Who What How
  • 24. Putting it into Practice• Execute campaigns against target database• Set discovery call• Qualify leads• Sales meetings• Qualify and close
  • 25. The Goal of a Sales Meeting • Establish credibility • Show them you understand their business • Gather requirements • Define the purchase process • Discuss pricing • Raise objections • Close and Qualify • Move to a next step in the sales process
  • 26. The Sales Meeting Have an agenda – Printed – PPT – Mental 1. Introductions 2. Company Overview 3. Information Gathering 4. Solution Presentation 5. Price Discussion 6. Determine Timeline 7. Next Steps
  • 27. The Sales MeetingIntroductions – Connect with each person in the meeting and find out • Their role within the organization • Their roll within the meeting • Their roll within the decision making process • What they hope to gain from the meeting
  • 28. Sales MeetingCompany Overview • In place of asking about them - tell them about you • Brief company overview • Start building credibility by talking about how you help similar businesses • Transition into information gathering phase – We have been helping schools improve student achievement and drive down operational costs for many years. Some of the most common challenges we see are…
  • 29. The Sales MeetingInformation Gathering • The prospect is expecting to learn something – You asked to meet with them so educate – don’t interrogate • Frame questions properly to gain credibility • Use more statements to gather information – In most of the law firms this size we typically see… – Use the “Spectrum” technique
  • 30. The Sales MeetingSolution Presentation • Show them how: – Employees can become more productive – Data can be more secure – The business can become more agile and more sustainable – They can become more profitable • Alert them to other risks they may not be aware of – Non business applications – Security breaches – Improper data access privileges • This is where you will build value to bridge the price gap • Segue right into price discussion… – Are these the type of improvements you’d like to see in your organization?
  • 31. The Sales MeetingPrice Discussion • Never leave a meeting without discussing price • You can’t afford to WOW before providing a price • Use a broad range if you have to – Based on what we know today and how similar you are to many of our legal clients I would expect your cost to be somewhere between $1900 and $2400 per month. Does this align with your current budget? • Gather feedback – do not guess at how they feel • Use to uncover any objections
  • 32. The Sales MeetingTimeline Discussion • This is where the majority of your objections will come • You must take off your Happy Ears • Be prepared to explore every answer further • Do not ask - What is your purchase process? • Follow this easy transition… Mrs. Prospect, on the surface it appears that we may be a good fit for one and other. Let me tell you about our process to get new clients up to speed as quickly as possible.
  • 33. The Sales MeetingNext Steps • Well get back to you is not a next step • You must control the next step to maintain control of the sales process • Avoid “ Just checking in” • If the prospect cannot agree to a definitive next step you need to probe further – What other concerns might you have that we have not discussed? • Set a time and send a meeting request so everyone has it on their calendar
  • 34. Building Your Strategy Focus Solution Planning Execution Vertical / Profile Needs Comp Packaging Target Sales Goals Sales Tools Campaigns # Employees Analysis Analysis Messaging Lists Process Metrics Training Legal 10-30 Employees Who What How
  • 35. Insider’s Perspective36
  • 36. Kaseya Marketing Performance • Thousands of campaigns • Tens of thousand of leads • Thousands of conversions • Millions of $USD in qualified pipeline value • Millions of $USD in marketing-led revenue • Lots of lessons learned…lots still left to learn37
  • 37. 10 Tips for Differentiating Your Firm1. Pick a “value axis” for your firm – Quality of Product low cost, high quality, best service – so you can focus on it2. Define where you are – on your Low Cost value axis – and why you belong; commit to a message that reinforces Quality of Service your desire to stay there3. Develop a core positioning statement (with key attributes)4. Develop a few go-to corporate messages that support your positioning statement – be certain that your Sales team knows these5. Attack your competitors on this front each and every day, from all levels of your firm
  • 38. 10 Tips for Differentiating Your Firm1. Reinforce this positioning with your customers and make sure they validate it for you as often as possible2. Verify that your business processes support – and align to – this3. Verify that your compensation plans and Sales commission plans reinforce this positioning4. Re-evaluate this every 90 days – or as often as you deem appropriate5. Do NOT – I repeat DO NOT – outsource or delegate this effort; it’s hard and it should be
  • 39. Next Steps • Learn more about MSP Sales Pros www.mspsalespros.com • Learn more about Kaseya for MSPs www.kaseya.com/msp • For a free live product demo www.kaseya.com/mspdemo Get your free “Positioning • For a free trial Template” tool by emailing www.kaseya.com/trynow david.castro@kaseya.com and include “Free MSP Tool” • To speak with us in subject line www.kaseya.com/contactme40 /KaseyaFan /company/kaseya @kaseyacorp community.kaseya.com

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