Why Most MSP Prospecting Is Fundamentally Flawed

Learn more from Ryan Ikeler and Michael Cummings who co-instruct the Surgical Prospecting Training Program here. Invest now and take advantage of our 50% off introductory offer available for a limited time.

Surgical Prospecting

I just did a webinar with Ryan Ikeler. Ryan is one of the top performing business development professionals in the MSP industry. He routinely sells over $ 100k in new MRR year after year. In fact, last week, he received over 40 introductions from clients to prospective clients.

He achieves this success in a very competitive market. He related that one prospect told him that he got three separate calls in one particular day from MSP sales people. (Ryan was fourth and got the appointment)

What separates Ryan and other top performing sales professionals from the rest?

Simply put,

  • They get more discovery meetings with owners and senior executives (8+ each month)
  • They close more business based on these discovery meetings (25-33%+ of first time appointments)

How do they do this? Top performers take a business based approach to prospecting. They speak directly to the prospect’s business and personal “pain points” (tailored to a niche). They know how to get the prospect’s attention and interest by tapping into these “pain points”. They quickly establish relevance and credibility as a valuable business resource. They don’t lead with any mention of an MSP offer. The “sell” by asking the right business questions focused on priorities the prospect cares about.

Bottom line, their prospecting process aligns directly with the prospects buying process.

In contrast, the prospecting process of a typical MSP is far more generic and technology focused. They tend to promote their offer and try to talk their way into opportunities based on the benefits of their offer. Prospects put up their defenses immediately or stop listening. They feel like they are being “sold” something that they don’t naturally care about. It is not immediately and transparently relevant.

What Do Prospective Buyers Care About?

Top performers see the world through the eyes of the prospect. They treat prospects as if they are already a client. They “consult” and don’t promote. So, they focus on what buyers care about:

  • The Buyer’s Business and Personal Trauma/“Pain Points”:
  • How YOU Can Solve These “Pain Points” (Relevance)
  • Proof that You Have Solved These Same “Pain Points” For Clients Just Like Them (Credibility)
  • You Are A Credible Business Advisor (not a pitchman) and Worth Meeting

Top of mind, buyers generally don’t care about their network infrastructure. They DO care about how failure points or poor service does impact their higher order priorities – such as end user productivity, LOB application performance, business interruptions and downtime.

For example:

  • Medical practice administrators care about slow EMR applications and unhappy doctors
  • Construction CFOs care about the ability to bid/quote work, manage projects and ensure remote access by the workers
  • Manufacturing companies care about how their ERP application supports shop floor operations, supply chain management and order processing
  • Prospects with an existing MSP are concerned with the impact of poor service on their people, business processes and applications they depend on (email, LOB, wireless connectivity)

So, if we emphasize technology infrastructure messages in our prospecting then it is flawed? Why? Because it doesn’t align with the prospect’s buying process. Prospects don’t see why network technology is important on its own merits. It has to be related to higher order business priorities they DO care about.

Surgical Prospecting Is The Answer

Do you want to adopt the methodology that Ryan and others use? We have developed the Surgical Prospecting Training to enable you to follow this proven approach.

Specifically, you need to :

  • Focus on clusters of your best prospective clients : Strategically select a short “hit” list (clones of your best existing clients); using niche “pain points” in scripts/emails; articulating a credible, relevant niche value proposition and providing stories/proof points.
  • Pursue these niches differently than your normal business development process: Prospecting as a business advisor, using scripts that focus on niche “pain points” as a reason to meet and leveraging a three dimensional direct mail program to generate discovery meetings
  • Professional persistence: Using digital selling methods on a value-added, relationship basis

If you are currently generating 2 discovery meetings a week with decision-makers at qualified prospects, then keep doing what you are doing. If not, then learn more about the surgical prospecting program.

Ryan uses these methods on a daily basis to generate $100k+ in new MRR on a annual basis. Start taking a similar approach and see similar results.

Learn more from Ryan Ikeler and Michael Cummings who co-instruct the Surgical Prospecting Training Program here. Invest now and take advantage of our introductory offer available for a limited time.

Surgical Prospecting

Michael Cummings is President of the STP Institute. He has trained hundreds of business development executives and client account professionals in the enterprise outsourcing and IT consulting arena. His has worked with industry leading companies including Accenture, IBM and Cisco to transform their sales results. Now, Michael works exclusively and intensively with dozens of MSP owners who aspire to dramatically grow their company and are dedicated to transforming their sales engine. Through this work, his clients have produced 2-3X sales growth and built scalable sales engine.