Kaseya Connect 2011- How to Build MSP Sales and Marketing Roadmap (MSP Sales Pros)

The Checkpoints You Can’t Afford to Miss

MSP Sales & Marketing RoadmapThe Guide to Faster Sales

Why Use a Roadmap Stop the confusion!

Identify potential roadblocks!

Build a repeatable process!

Deliver predictable results!

Create a scalable process so you can grow!

MSP Sales & Marketing Roadmap

MSP SALES & MARKETING ROADMAP

YOUR EXECUTIONYOUR FOCUS YOUR SOLUTION YOUR PLANNING

Your Four Keys to Success



YOUR FOCUS

Find Your FocusCheckpoint One

Identify the types of businesses you intend to target

Legal FinancialHealthcare ManufacturingRetail EducationConstruction GovernmentProfessional Hospitality

Determine the size of the businesses will you target

3 – 8 Employees 20 – 40 Employees

8 – 20 Employees > 40 Employees



YOUR FOCUS

Business TypeBusiness Size

Legal8-20

Legal20-40

Healthcare8-20

Healthcare20-40



YOUR FOCUS YOUR SOLUTION


Legal8-20

Legal20-40

Healthcare8-20

Healthcare20-40

Build Your SolutionKey Checkpoints

Needs Analysis

Packaging Messaging

Competitive Analysis

Build Your SolutionCheckpoint Two

Needs Analysis

Understand how their business operates! Know the key business drivers Identify mission critical applications or processes Know the basics:Improve efficiency - Faster response to clients Meet or maintain regulatory compliance Reduce operating costs - Eliminate risks

Build Your SolutionCheckpoint Three

Competitive Analysis

How do they address their needs today? Competitors Some form of in-house IT Their nephew

Understand this so that you can effectively position against this!

Build Your SolutionCheckpoint Four

Packaging Messaging

If your messaging misses the mark, it’s nearly certain that your efforts to attract new customers will fail! Show your prospects that you understand their business needs Be seen as an expert in their field Make sure your service offer addresses their business needs

Creating a Service Offer Productize your solution

Connect the dots

Avoid multiple service tiers

Show them the money

Never put pricing in your service offer

Your service offer is a sales tool, not a contract

Creating a Service OfferC

change

Creating a Service Offer



YOUR FOCUS YOUR SOLUTION


Needs Analysis

CompAnalysis

PackagingMessaging

Legal8-20

Legal20-40

Healthcare8-20

Healthcare20-40

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YOUR FOCUS YOUR SOLUTION YOUR PLANNING


Needs Analysis

CompAnalysis

PackagingMessaging

Legal8-20

Legal20-40

Healthcare8-20

Healthcare20-40

a a a

a a a

a a a

a a a

Start Your PlanningKey Checkpoints

Target Lists CampaignsSales Tools

Start Your PlanningCheckpoint Five

Target Lists

Where do you find your target accounts? Online Lists

Hoovers, Jigsaw, OneSource Partners Avoid cheap lists of unknown prospects Make sure you have the data you need!

Start Your PlanningCheckpoint Six

Sales Tools

You need a defined set of sales tools. A Service offer designed to standout Effective website content Evaluation checklists Email templates Sales letter that get appointments

Creating a Sales Letter

Get your letters opened!Stick to the basicsAvoid tricks and gimmicks

Get your letters read!Use wide margins – Make it look easy to readUse a compelling headline – A questionPresent an unknown problemPlant a seed of doubtStrong opening statements in each paragraphShow how the current solution increases riskSolve the problemAdditional business benefitsCall to action with a benefit for taking action

Start Your PlanningCheckpoint Seven

Campaigns

cam·paign - a systematic course of aggressive activities for some specific purpose: a sales campaign. Select the means of initial contact

Direct Mail – email – Door to Door – Cold Call Speaking Engagements - Partnerships

Define the content Define the volume and frequency



YOUR FOCUS YOUR SOLUTION YOUR PLANNING


Needs Analysis

CompAnalysis

PackagingMessaging

Target Lists

SalesTools

CampaignPlanning

Legal8-20

Legal20-40

Healthcare8-20

Healthcare20-40

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a a a a a a

a a a a a a

a a a a a a





Needs Analysis

CompAnalysis

PackagingMessaging

Target Lists

SalesTools

CampaignPlanning

Legal8-20

Legal20-40

Healthcare8-20

Healthcare20-40

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a a a a a a

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Begin Your ExecutionThree Key Checkpoints

GoalsMetrics

Train Refine

Sales Process

Begin Your ExecutionCheckpoint Eight

Goals Metrics

Set goals so that you can measure your success. “ As many as possible” is not a goal! Know the metrics:

How many letters to get to a conversation?How many conversations to get an appointment?How many appointments to get a customer?

Improve the metrics

Begin Your Execution

Begin Your ExecutionCheckpoint Nine

SalesProcess

Define contact typesDefine conditions for each contact typeDocument the stages of your Sales Cycle. Define the deliverables for each stage Identify the tools for each stage Make sure your messaging is consistent in each stageOptimize CRM

Begin Your ExecutionCheckpoint Nine

Begin Your ExecutionCheckpoint Ten

TrainRefine

Make sure the sales team understands: The business drivers for the markets you target Your solutions Positioning your solutions Your processes The metrics Analyze and refine frequently





Needs Analysis

CompAnalysis

PackagingMessaging

Target Lists

SalesTools

CampaignPlanning

GoalsMetrics

Sales Process

TrainRefine

Legal8-20

Legal20-40

Healthcare8-20

Healthcare20-40

a a a a a a a a a

a a a a a a a a a

a a a a a a a a

a a a a a a a a

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