MSP Sales Best Practice | How to Close Sales Leads

MSP Sales Best Practices

How to Close Your Qualified Sales

Leads

September 24, 2013

Agenda

• Introductions

• How to plan and prioritize your efforts using your list of

qualified leads

• Sample goal-setting techniques to help you get ready for a

sales appointment

• How to identify your best sales opportunities (and avoid

wasting time on deals that will never close)

• How to prepare for – and how to handle – the 4 or 5 most

common sales objections

• How to use 3 effective closing techniques that will help you

win new business

• Q&A

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Stay with us until

the end and you

may win!

About Kaseya

• Enterprise-class IT systems management for everybody

• Key Facts– Founded 2000

– STILL privately held• Multi-million dollar R&D

• Bench strength via Insight Partners

– 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 compatible (Pink Elephant cert in progress)

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Why MSPs Choose Kaseya Essentials

A single Kaseya user can proactively manage 1,000s of automated

IT systems and network tasks in the same amount of time

required by a team of technicians using other techniques

It’s the industry’s only patented single-server-single-agent

architecture; MSPs get enterprise-class capability that is easy to

use and easy to afford

With 60+% of top MSPs worldwide using Kaseya, they get access

to the most robust community available

And with so many ISVs plugging in to Kaseya via a seamless

integration process, they get an easy way to leverage their

existing strategic technology partnerships

About MSP Sales Pros

• 10 years experience in IT Services

• 15 years creating sales and marketing

strategies for B2B

• 1 man shop to 500 plus employees

• Experience and expertise with every

major RMM / PSA / CRM

• Kaseya Industry Expert since 2012

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How to Close Your Qualified Sales Leads

Why you need a better process

• Highly competitive environment

• Referrals far less common

• 90% of small business owners polled

said they know what “managed

services” are

• SMBs do not recognize their need for

your services

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Where do I start?Where do I start?

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Understanding the basic principles

Focus Solution Planning Execution

Target MarketNeeds

Analysis

Competitive

Analysis

Packaging

BrandingCampaign

Sales

ToolsTarget Lists

Sales

Process

Goals

MetricsTraining

Who What How

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Understanding the basic principles

Focus Solution Planning Execution

Target MarketNeeds

Analysis

Competitive

Analysis

Packaging

BrandingCampaign

Sales

ToolsTarget Lists

Sales

Process

Goals

MetricsTraining

Who What How

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Start with the right list

• Data fuels your sales engine

• Sell to the right prospects

• Wrong companies = wrong answers

• Don’t poison your fishing hole

• Make sure you have all of the data you need or your sales engine will stall

Hoovers

Info USA

Sales Genie

OneSource

Data.com

List brokers

Partners

Library

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A little known secret

http://www.hoovers.com/sales-leads/list-building/features-pricing.html

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Preparing for meetings

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All meetings are not created equal

Myth: More meetings will lead to more business.

• Meetings with referred accounts

• Meetings with existing customers

• Meetings with leads you generated

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Getting in position to close

Preparation is the key to success – Never wing

it

• You must know the goals of a meeting

• You must follow a process

• You must qualify and close often

• You must tell the prospect how to proceed

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What is the goal of a meeting?

• Establish trust, credibility and value (TCV)

• 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

How do I do all of this in one meeting?

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Learn the “One Meeting Close”

– Introductions

– Company Overview

– Information Gathering

– Solution Presentation

– Price Discussion

– Determine Timeline

– Next Steps

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– Introductions

• Not just small talk and icebreakers

• You need to know each role

– In the organization

– In this meeting

– In the decision process

• What do they want to learn from the meeting

• Transition to the Company Overview

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– Company 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…

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– Information Gathering

• The prospect is expecting to learn something

• You asked to meet with them so avoid the interrogation

• Frame questions properly to gain credibility

• Most of our customers this size did not have an

Acceptable Use policy in place when we started with them,

is this something you have here?

• Use more statements to gather information

• In most of the law firms this size we typically see…

• Use the “Spectrum” technique

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– Solution Presentation• This is where you present your service offer

• 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

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– Price 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 toBased 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

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– Determine Timeline

• This is where the majority of your objections

will come

• No Happy Ears

• Be prepared to explore every answer further

• Do not ask - What is your purchase process?

• Tell them your onboard process

• Close

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– Next Steps

• “We'll 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

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Closing should not be complicated

• Closing is about setting next steps

• Closing is gaining agreement to take action – no matter how small

• Closing is part of effective qualifying

• Closing does not happen at the end

• Closing uncovers hidden objections

• Closing sounds like:

– I have an idea if you are open to it…

– Does this sound reasonable to you…

– Would you like…

– Could this work for you…

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Objections, objections, objections

• Don’t fear objections – You need them

• Objections let you know where you stand – learn to raise them yourself.

• No matter what you sell the objections are the same.

– We already have another vendor

– This is more than we are spending today

– Your competition is less expensive

– Your solution is more than we need

– That is outside of our budget

Common Objections We Hear

The Objection How We Handle It

I’m not aware of IT managed services (ie, I’m a

VAR)

Managed services provide service standardization, growth and profit

opportunity. Kaseya leads the market in helping MSPs run their

businesses.

Prepare for the close: discuss current network info and costs to

acquire info, review benefits of better service.

I like the flexibility of point solutions (ie, I have

Windows update and I use LogMeIn)

Point solutions don’t provide automated service delivery and by

their design, are not integrated with each other. MSP profits are

impacted. Kaseya’s integrated solution is scalable and creates better

efficiency for less cost.

Prepare for the close: review assets managed, prices of current

maintenance contracts, review cost savings.

I don’t want a framework and it likely will bloat

my network

New frameworks are very lightweight and do not impact network

performance. Kaseya is available via the cloud. It sets up quickly and

is easy to learn and use.

Prepare for the close: review assets managed, prices of current

maintenance contracts, review cost savings.

I can’t afford a MSP solution right now

Actually, if you are delivering services to your clients and you want to

continue doing so, you cant afford NOT to move to an MSP solution.

Prepare for the close: discuss services offered and machines

managed to size the solution and determine the optimal delivery

model and license.

Another Common Objection

“I know it’s needed but I can’t SELL MSP”

Instead of the end user IT

team working on routine –

ie, non-value-adding –

tasks, they can be liberated

to work on more strategic

projects while the MSP

handles the routine IT

management tasks.

Common Closing Techniques We Use

What We Listen For and How We

PrepareHow We Close

I need to see {feature} – the “pivot” close

For: Any prospect – when a prospect is stuck on a subject that is

not critical to their decision-making process, use this close to

move forward

{Mr. Prospect}, if I can get you that technical information or {feature

datasheet} you’re requesting, would you like to move on to the next

step?

I want/need to think about it some more – the

“attempt-to-delay” close

For: Any prospect – this sales close uses the process of

elimination to see which aspect of the service your prospect is

objecting to. Most of the time your prospects are objecting to

the investment amount.

{Ms. Prospect}, I think I’ve shared with you how managed services can

help you. What is it about the service/feature that you want to think

about? Is it the Remote Control? Or would it happen to be the {other

aspect of our service}? Is it the {other aspect}? We are building a

relationship together, so please be candid with me; is it the investment

amount associated with getting started?

I don’t have budget for this now – the

“attempt-to-undercut-price” close

For: Any prospect – when a prospect attempts to talk pricing

too early or tries to undercut the value of the deal, use this close

to restate the value of your service and move forward

{Mr. Prospect}, would you say that you utilize your budget more as a

guideline to grow and expand business, or as an inflexible anchor to

adhere to? If you don’t mind, I’d like to quickly review what we’ve

discussed here. Do these benefits of managed services create flexibility

in your budget, or is it still an inflexible anchor?

OR

{Ms. Prospect}, wouldn’t you agree that the 24x7 network monitoring,

unlimited help desk, managing all of your vendors, backing up your

critical data and saving you $XXXXX every year is worth the mere $XX

extra dollars per day?

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How to use objections

• Raise them first

• What we are going to show you is likely to cost

considerably more than you pay today.

• Continue to qualify

• We have to look at 37 other vendors

• Never give the prospect a position to defend

• Always validate the objection

• That is a very valid concern…

• Use other client stories to gain credibility

• In fact, most of our clients had the very same

concern…

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Managing Opportunities

• 80% of your time is spent on deals that will never close

• The point of qualifying is to uncover objections and processes

• The information you need to know

– Decision Maker

– Requirements

– Budget

– Timeline / Process

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Putting it all together

• Better lists equals better meetings

• Prepare for meetings

• Follow a proven process

• Qualify and close early and often

• Manage you opportunities wisely

Next Steps

• More on 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

• For a free trial

www.kaseya.com/trynow

• To speak with us

www.kaseya.com/contactme

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Transcript of MSP Sales Best Practice | How to Close Sales Leads