Your MSP company will have to continuously seek leads for conversions. With tech businesses at the MSP level, the majority of profit comes from a minority of customers. You might only have a handful of truly profitable customers, and hundreds of one-off situations. But you’ve always got to court those future “big fish”, because you can’t trust primary customers to stay around forever.
Some Approaches You Might Explore
As a tech company, you’ve got a longer sales cycle than most because there tends to be more money on the line. Also, competition can be quite stiff. Unique value statements positioning your MSP ahead of the rest are key. Also, you might want to consider these tips:
Qualify and Score Leads
If you get an email address from some twenty-something kid that misunderstood what you were offering, why would you try and convert that guy? It would be a total waste of resources. In contrast, should a startup with 50 employees drop you a line, you want to follow that up directly without even leaning on default outreach templates.
You’ve got to first qualify leads to assure they’re legitimate, then score them to ensure they’re worth your time. If you don’t qualify and score leads, you’ll fire good sales ammunition at bad targets, then have to spend marketing resources on more ammunition of this variety.
Classify Leads Based on How They’re Qualified
As an MSP company, the sort of qualification you put on leads should aid in their classification. So, a thousand leads that are after either hardware or limited service will be in a different category than one enterprise-level business that wants to outsource their network management. Just because a lead is less likely to be profitable doesn’t mean you get rid of it; but you don’t prioritize it.
Be Sure Leads Are Nurtured, Go for the Sale When the Time’s Right, Track It All
Whatever leads you’ve got, they must be nurtured. Customer relationship management (CRM) software can help you do this automatically, specializing outreach for each particular lead. Sometimes a lead is so big, you need to specifically handle it yourself.
Classification helps you know who is who in the zoo, as the saying goes. Track everything, and you’ll be able to tell when the time is right for a hard pitch or if you need to nurture that lead a little more. You don’t want to pitch too early or too late.
Achieving Increased Rates of Conversion Through More Strategically Effective Lead Management
When your MSP company carefully qualifies, scores, classifies, nurtures, and manages leads, then you’ll be better positioned to determine when you should go for the sale. This will assure you don’t pitch your MSP either too early or too late, and you see more conversions than if you didn’t approach sales with an approach at this level of organization. Consultation through marketing groups specializing in MSP solutions can be very helpful here.