Warning! This friction kills MSPs' sales
The podcast powered by the MSP Marketing Edge Welcome to Episode 256 of the MSP Marketing Podcast with me, Paul Green. This week… Warning! This friction kills MSPs’ sales: When you have someone making contact with you, your job is to make sure you’ve removed every single piece of friction from the sales process. Can your MSP’s technicians close this many tickets?: I interviewed the awesome Jason Kemsley from Uptime Solutions, an outsourced help desk, who gave us the stats to assess what good performance looks like for all three levels of technician. How MSPs manage the conflict of business and parenting: My guest, David Ask, tells you how to live a great life, while still achieving everything you want with your business. Paul’s Personal Peer Group: Chris from San Francisco wants advice on a good meeting structure to grow his MSP. Warning! This friction kills MSPs’ sales As an MSP, you’re hardly inundated with calls from people who want to buy from you. Well, that’s my experience of the MSPs that I work with, certainly. So when you do have someone making contact with you, your job is to make sure you’ve removed every single piece of friction from the sales process. Let me tell you about my experience of the exact opposite of this, where I was desperate to buy something and the friction in doing so was so great, it drove me into the arms of a competitor. So I’m not going to name the company that I was trying to buy from as that’s not really fair on a podcast and YouTube video like this, just know that it’s not an MSP and it’s not a company in the channel, but it is a supplier of marketing services based in the US. I’ve been doing some research recently into a new marketing initiative that we are doing to promote the MSP Marketing Edge and this service was the perfect solution. I’d managed to answer all of my questions online, on their website, which is actually the first piece of friction that you and I need to talk about. If an ordinary business owner or manager goes onto your website, will you answer as many of their questions as you can? I’ll be honest, for most MSPs, the answer to this is sadly no. Most MSPs don’t have the basics in place, such as explaining what you do, how you do it, what makes you different from the other IT companies they’re looking at. And most importantly, you probably don’t have an indicative idea of pricing on your website. Now, I know that this is a very emotive subject because the price depends upon how long the string is. But when it comes to websites, I very much follow the advice of Marcus Sheridan. In his book, They Ask, You Answer, which definitively says you should put prices on your website because it’s one of the most basic things that people are looking at. Anyway, I digress. So I answered all of my own questions on this potential supplier’s website and I was ready to buy, and that was where I ran into real trouble because it really wasn’t obvious how to buy from them. There was a call to action button, so the thing that they wanted me to do, and that took me through to a page, which did actually talk about their pricing and their packaging or their packages, but you couldn’t actually select one of the packages and go through with the purchase, which was really weird. So I thought perhaps the website was having some kind of blip. I refreshed it, I left it for 24 hours and I came back the next day, but nothing had changed. It was exactly the same. Here’s the thing, sometimes what seems obvious to us, what seems obvious that we want them to do, is not obvious to every other human o...