The #1 Way for MSPs to Close More Deals
When it comes to selling, prospective clients can oftentimes feel like a salesperson only has one goal– money. Though you do need to turn a profit through sales, having this as your main or only focus hurts both you and your buyers. When selling, you must believe in your product and services, and understand their ability to help its users. There are several ways you can display to potential clients that you recognize and empathize with their struggles and hardships.
Prospects Are People with Migraines
First, remember your prospect is human. It sounds trite, but sometimes we forget our prospects are people, and it’s helpful to remember this. Additionally, you need to identify your prospect’s deepest frustration before offering a solution.
How do you do this?
Find their “migraine.” Not what is just a small headache, but what is causing the most pain?
Migraines Have Value
Learn what this migraine is costing them. What is that elusive number? You want your prospects to articulate the value of their problem.
You could ask, “What would you say this issue is costing your company?”
The answer could be one in terms of lost profits, savings, or time, or decreased revenues, and increased operating or personnel costs. Again, help your prospects put a number on their pain, so you understand the value.
Personal Impact
Seek to understand the personal costs of the problem. Ask, “How does this affect you personally?”
Does it mean they have to work longer hours, take on unexpected tasks, cut staff, or shift around their resources?
Does it mean they are going to miss expected sales or revenue forecasts?
Lead With Empathy
Selling with empathy means connecting with customers – existing and future – at a deeper level.
When you lead with empathy, you are putting your prospect first to understand their deepest frustrations before offering a solution.
Think of questions you can ask that help you determine what they need right now. What are they thinking about right now that is weighing on them heavily? Once you understand this, then you can offer the right solution.
Pro tip: research what their peers are dealing with right now. Ask if they are dealing with the same issues.
Reframe the Problem
How can you alleviate that migraine? Reframe the problem in a way that helps them move forward.
Now that you understand their key frustration (which is more than an everyday headache) that is costing them an articulated number, and is impacting them personally, you can frame up your solution to specifically address their problem.
What does being migraine-free look like to them? Is it making a budget, keeping staff, or working less overtime? How do you help them get there?
Every company will have a migraine at one point or another. The best thing you can do for yourself and your prospective client is to identify their pain points and communicate how your product is able to help diminish them. The end goal: alleviate their migraine so they can and WILL move forward.