While a managed services provider (MSP) may be largely focused on technology and services, spreading the word about those offerings is essential in order to continue growing the business. One key way to do that is to have strong sales practices to prospect for and engage with potential customers.
There are many tactics for a salesperson to secure new business and many investments an MSP can make to grow its business. MSPs may invest, for instance, in email marketing, website SEO improvements, cold calling, and other tactics. However, even with all the digital tactics, it is important for the MSP to also consider and invest in traditional, tried-and-true methods such as boots-on-the-ground selling.
Boots-on-the-ground selling can involve many things, but in essence, it does what its name suggests — puts boots on the ground and out in the field. Boots-on-the-ground salespeople can knock on the doors of potential new customers, man trade-show booths, meet prospects for dinner, and much more. In doing so, they aim to put a human face to the brochures or advertisements a potential customer may have seen and build a relationship toward a potential deal.
For instance, an MSP salesperson or business leader could go into a business to drop off a business card and tell them briefly about potential options. If the potential customer already has a provider, the salesperson could offer to double-check the performance of the existing provider. And if the salesperson is lucky, the prospect needs help on the spot! This would have never happened over the phone.
MSPs can also seek other ways to get boots on the ground, such as hosting a community event for those in their target network. They can also attend events where these leaders may be hanging out, such as a trade show, local restaurant, professional group, chamber of commerce meeting, or other local meetups. The goal is to be where potential customers would be, so as to make those introductions on the ground.
In addition to scoping for potential new customers and identifying a business that may be looking for services, having boots on the ground develops one critical area: relationships. While digital technology has enabled us to connect in many ways, there is simply no replacement for being there in person to develop relationships and create a lasting impression on those around you.
With all these efforts, an MSP needs to have a plan in place for follow-up. Boots on the ground can help get that original touch point with a potential customer, but the follow-up is the true meat of the effort and will ultimately seal the deal.
Marketing is never just one-and-done! While boots-on-the-ground tactics are important, MSP leaders should make sure they are considering all the different ways that they could expand their businesses. MSPs should pair these on-the-ground efforts with referrals, social media, commercials, advertisements, community efforts, partnerships, speaking engagements, and other efforts that can be pieces of the overall sales and marketing puzzle.
Growing a business and landing new customers is a never-ending process for an MSP. They should be continuously working on expanding their customer base and developing relationships with those in their community or target market. Doing so can nurture a successful business for many years to come.
Read our guide for tips on:
- Prospect research
- Discovery call
- Main parts of a sales pitch
- Creating a sales deck (a structure example is included)
