This article was written by guest contributors Sitima Fowler and Ray Green. After growing and selling her own MSP, she now she teaches TMT members how to close big, profitable managed services agreements with ease. Green has helped some of the world’s most successful business coaches execute world-class sales and marketing strategies.
Every MSP wants to land new customers, but you want the right customer for your business.
Would an orthopedic surgeon accept a patient who needs an eye exam? Or a real estate attorney take on a client who wanted a divorce? Of course not! That’s why they ask you a series of questions during that initial call-to determine if your needs and resources match their services and costs.
MSPs should take the same approach as any professional services organization and qualify prospects first before taking them on as a client.
When you qualify prospects in advance of an initial discovery meeting, you don’t waste your time or theirs. You also demonstrate a level of professionalism that sets you apart from your competitors.
MSP sales experts Sitima Fowler and Ray Green teach the 5-Step Process to Closing an MSP Sale. The first step in that process is Qualification, and they’re going to walk you through how to qualify prospects for your business. They also offer a role play video below for handling that initial inbound lead.
The “Slam Dunk” Customer
It’s hard to ask prospects the right questions if you don’t know what kind of client you’re looking for. Start by profiling who your “slam dunk” customer is.
He Said: Your “slam dunk” customer is the person most likely to buy. You’re looking at the industry, location, company size, revenue, demographics, firmographics, and psychographics. What is it that they’re really trying to accomplish? What do they really want to buy?
She Said: That’s right. Answering these questions will allow you to create a profile for your ideal customer. Then, you can determine if prospective customers meet your qualifications—from the very first phone call.
Qualify The Client, NOT The Opportunity
MSPs often get calls from a business in crisis—their email is down, or they have a one-off IT project and the only person who knows how to do it just left on maternity leave. They may not even know what a managed services provider does.
She Said: Don’t disqualify a client just because it’s a small project or they may not be ready to buy managed services from you. If the client is a good fit, this could be a foot in the door to earn their business by making a good first impression and demonstrating what you can do. You might uncover some problems or pains that you can help them with.
He Said: We find a lot of MSPs are over-qualifying prospects. Unless your pipeline is overflowing with first-time appointments, ask yourself, “Can we help this company? And most important, are they the right profile?”
Get Everyone To Follow The Qualification Process
She Said: Train everyone to respond with a cheerful, “I can help with that!” Then it’s crucial to get all the information you need to make an informed decision about a prospect, all while making a stellar first impression. A great way to do this is by creating a form for staff to fill out during the call. Include any information you find helpful when qualifying a prospect, such as their current issue; how many servers, computers, and employees they have; and what their IT support strategy is now—including what they currently pay for services. And don’t forget to ask who else, besides the person you’re speaking with, is involved with decisions about the company’s IT! If you decide to move forward with a discovery meeting, you’ll want to make sure all the decision makers are in the room. Otherwise, you won’t be able to close the deal that day.
He Said: Well said. The form acts as a script; it reminds everybody that this is the process to follow. I would recommend stress testing periodically, like a secret shopper, to make sure the qualification process is being followed. If it’s not, make some coaching improvements to get everybody dialed in.
The Final Step In Qualification—The Discovery Meeting
If they make it through the gauntlet, it’s time to schedule the discovery meeting. This is your final opportunity to verify that this prospect is the right fit for your MSP, so make the most of it.
She Said: The discovery meeting is multipurpose. First, ask enough questions to understand the opportunity, the prospect, their motivation for buying, and how they make decisions. Next, you want to establish yourself as a true business advisor and trusted authority in your field. The discovery meeting is your opportunity to be seen as the only real option. Finally, determine if there’s a mutual basis for moving forward. Both you and the prospect need to be in sync at the end of this meeting.
He Said: All roads lead back to discovery. If someone is ghosting you or doesn’t want to buy from you at the end of the qualification process, go back and inspect what was done at the discovery meeting. We always see steps that were left out. This is your final shot to qualify a client; that’s why it’s so essential.
A Roster Of All-Stars
If a prospect doesn’t meet your qualifications, pass them on to one of the MSPs in your network. Oftentimes, they’ll even pay for the lead. More importantly, you will be delivering on the promise you made them when you answered the phone: “We can help you with that!”
You’ll be left with only customers who mesh with your business. By qualifying prospects from the very first phone call, you ensure that your client roster is exclusively made up of all-stars.
If you missed the introduction to Sitima and Ray’s sales series, check out The Formula To Crush Your Sales Goals: Plan Backward, Manage Ahead.
