November 03, 2015
Why You Need A Real BDR Solution
Today’s guest post is on behalf of Jim Turner, CEO of Hilltop Consultants. Hilltop Consultants are an Elite Datto partner and Jim Turner serves on Datto’s partner advisory board.
I talk to so many different MSPs, whether it’s at Datto events or other industry events. One of the number one things I hear from them, is that they can’t convince their clients to spend money on a real Backup Disaster Recovery (BDR) Business Continuity solution.
What I tell them is, ‘Look, this isn’t like you’re selling a piece of hardware to make margins. This isn’t an unnecessary service you’re promoting to pad your bottom line. This is a service that your client needs.’ The way I make it easy for our clients to understand is to explain the math of what happens whenever they experience system downtime. This is not an “if” situation. It is a “when” question.
When in front of clients, very often I will use the Datto Recovery Time calculator – which is a great tool – it can be an even simpler conversation using basic math, and presenting a scenario in layman’s terms.
Let’s look at the example of a law firm, as they are one of Hilltop’s main industry verticals. Many of our legal clients have an approximate bill rate of $500 an hour. Of course this can vary from region to region, but no matter where you go, attorneys are not cheap.
If you’re a firm with 10 attorneys, all billing at $500 an hour, and you have an hour of downtime, that’s $5,000 an hour that they are not billing clients. And that’s without even considering the potential costs of losing a client, or being sued if you lose a document, miss a filing, etc. Looking at the costs associated with lost productivity alone, using this logic with decision-makers and gaining consensus should be a no-brainer. Don’t talk to the client as if this is a nice-to-have solution. BDR solutions are something your client needs to protect their revenue – and their reputation.
The most common objection that you will hear is: “Well, I already have a cloud backup….”
Having a cloud backup solution is a good start, but here are some questions to think about. How long will it take you to download that data? How long will it take you to virtualize another server that you can restore that data to, even if you were able to get a replacement server in the same day? If your client had 3 TB of data, that could take days to download, if you can download it at all, and if it is still usable.
Moving that much data takes too long, the time windows are too short, and you don’t have the bandwidth to do it. You could be facing days and even weeks of downtime. If we continue with that same math of $500.00 an hour for an attorney, that’s $4,000 per attorney per day that’s not being billed. For a firm with ten attorneys, that is $40,000 each day. If you’re down for a week, that’s $200,000 you’re not billing. Not to mention the damage to your relationship with your clients because you can’t meet their needs.
When you think about at these numbers, the cost to go with a “real” BDR solution to replicate data, keep it safe, and have the ability to restore it within minutes, should be an easy choice.
Law firms may be an extreme example because of their high bill-rate, but let’s look at doctors with (Electronic Medical Records) EMR and EHR solutions. Let’s say one of their main on-premises servers is down. They have a room full of patients that they can’t pull up records on, which means they cannot provide any treatment. In your conversations with decision-makers, show the high costs of downtime, and show the low costs of having that insurance policy with a Datto BDR solution. They should be able to see the value.
Why I Choose Datto
Whether it’s an earthquake, fire, flood or Cryptolocker, with Datto you know that you’re capable of restoring lots of data no matter what, and you’re going to be able to do it fast- and there is really no comparison in the market.
It’s all about Positioning
When positioning a Datto BDR solution, what it essentially comes down to is presenting its benefits in terms and facts that your client can digest. While we techies love to talk about the technology, that’s not always what the clients want to hear. You need to frame the conversation according to their business and what’s important to them. You have to understand your client’s business ins-and-outs, and quickly identify which failure or weak point will cause the most damage: downtime, data loss, or a lawsuit.
Remember, you are not trying to get them to pay for this extra ‘thing’ that you don’t know how to sell. Make them see the value of a BDR solution.
Jim Turner | President
Hilltop Consultants, Inc.