September 25, 2017
Why MSPs Shouldn't Give up on a Lead
David Walter is the Marketing Director at MSP SEO Factory, a company providing IT marketing with expertise in creating managed services marketing ideas and turning them into original, optimized blog posts. Their process involves in-depth brainstorming, thorough editing, and effective promotion of fresh and unique articles for their clients.
When it comes to chess, one of the worst things that a player can do is resign too early. The same can be said for your marketing strategy as an managed service provider (MSP). Here are a few reasons why resigning too early is a poor strategy, and how this compares to the MSP marketing and sales strategies.
People Make Mistakes: Giving up in the middle of a chess game is a huge blunder because you're assuming your opponent will never make a mistake that may turn the game around. However, nearly every player makes mistakes. Similarly, if you give up on a lead, you are assuming that prospect’s current IT provider will never make a mistake. When that happens, you can turn the tables on an entrenched IT opponent. In reality, it’s common for businesses to get upset over a blunder made by their IT company. If you keep following up on these leads, you'll be on their mind, and may have the perfect opportunity to win their business.
You Could Make a Great Move: When you give up in chess, you're assuming your opponent won’t make a mistake, but you’re also thinking you won’t make a move that turns the tide of the game in your favor. Many MSPs assume a prospect’s current IT provider has the upper hand. However, this may not always be true if you continue to build rapport over time. If you can consistently move an opportunity forward, you’re laying the groundwork to take business from your opponent!
Timing is Everything: Official chess games are timed, which means that if a player spends too much of their time thinking, they might run out of time and lose. Of course, nearly every managed services agreement is time-sensitive. So, if you continue following up on leads, you’ll eventually connect with a prospect while they are evaluating their current provider. If your timing is right, you’ll have a shot at unseating their current IT company.
In both chess and MSP marketing, the current situation may look so daunting, you’ll want to cut your losses and resign. However, these are just some of the reasons why you should never resign too early. If you remember these examples, then you will never stop following up on all your leads.
Read David's previous blogs: How MSPs Can Envision Success, What MSPs Should Look for When Hiring Sales Staff and How to Effectively Gather Data About Your Customers.