Stand Out From the MSP

Competition

How to differentiate your business

to win more customers

February 26, 2013

Agenda

• Introductions

• Our sponsor

• Our MSP expert – Mark Woldman– How to develop a compelling message that will get your firm

noticed

– Proven methods to build credibility and trust with any prospect

– The key points in all sales meeting that you must not miss – EVER

– How to help the customer choose you over your competition every time

– How to properly qualify an opportunity – and set real expectations – that win deals faster

– How to use the right questions and probing comments to uncover hidden objections

• Q&A

2

About Kaseya

• Enterprise-class IT systems management for everybody

• Key Facts– Founded 2000

– Privately held, no debt, no external capital requirements• Multi-million dollar R&D

– 33 offices worldwide in 23 countries with 450+ employees• 12,000+ customers

• Millions of assets managed

– 6 patents issued for IT service delivery processes & remote IT management processes• 37 patents pending

– Common Criteria (EAL2+) certified and FIPS 140-2 security compliant

– ITIL v2 and v3 compatible

3

Why MSPs Choose Kaseya

A single Kaseya user can proactively manage 1,000s of automated

IT systems and network tasks in the same amount of time

required by a team of technicians using other techniques

It’s the industry’s only patented single-server-single-agent

architecture; MSPs get enterprise-class capability that is easy to

use and easy to afford

With 60+% of top MSPs worldwide using Kaseya, they get access

to the most robust community available

And with so many ISVs plugging in to Kaseya via a seamless

integration process, they get an easy way to leverage their

existing strategic technology partnerships

How to differentiate your business to

win more customers

5

• Highly Competitive Market

• Managed Services is too generic

• All marketing looks alike

• SEO makes you look just like your

competitors

• Standard MSP websites kill your brand

You Must Stand Out

• I just need better marketing material

• If I can just get more meetings I can win

more business

• Our competitors do it this way so it

must be right

• We can market our way to success

• Online marketing and social media are

critical to our success

MSP Sales & Marketing Myths

• First things first

– You need a complete strategy

– Define your market

– Develop your solution

– Build your brand (Outside In vs. Inside Out)

– Follow a process that builds trust and

credibility

Be Seen as an Industry Expert

Focus Solution Planning Execution

Building Your Strategy

Who What How

Vertical / Profile

# Employees

Needs

Analysis

Comp

Analysis

Packaging

Messaging

Target

ListsTools Campaigns

Goals

Metrics

Sales

Process

Sales

Training

Identify the businesses you will target

What size companies will you target?

Legal Education Construction

Healthcare Hospitality Real Estate

Nonprofit Financial Services Insurance

Manufacturing Retail Dental

3-10 Employees 11-50 Employees

51-100 Employees 101 -250 Employees

Find Your Focus

Focus Solution Planning Execution

Building Your Strategy

Who What How

Legal 10-30

Employees �

Vertical / Profile

# Employees

Needs

Analysis

Comp

Analysis

Packaging

Messaging

Target

ListsTools Campaigns

Goals

Metrics

Sales

Process

Sales

Training

• Business needs as well as technical needs

• Know the key business drivers– Student achievement

– Patient satisfaction

–Meet critical deadlines

– Capture more billable time

• Identify industry software– Dentix

– Lexis Nexis

• Common business goals– Faster response to clients

–Maintain compliance

– Improve security

– Eliminate unnecessary risks

Needs and Challenges

Building Your Strategy

Focus Solution Planning Execution

Who What How

Legal 10-30

Employees � �

Vertical / Profile

# Employees

Needs

Analysis

Comp

Analysis

Packaging

Messaging

Target

ListsTools Campaigns

Goals

Metrics

Sales

Process

Sales

Training

• How do they address their needs today?

• Competition comes in many forms

– Direct competitors

– In-House solution

– Former partners

– Their nephew

• The prospect always thinks they have the right solution

– You must learn to position against these

Understanding Competition

Building Your Strategy

Focus Solution Planning Execution

Who What How

Legal 10-30

Employees � � �

Vertical / Profile

# Employees

Needs

Analysis

Comp

Analysis

Packaging

Messaging

Target

ListsTools Campaigns

Goals

Metrics

Sales

Process

Sales

Training

• Avoid Gold, Silver, Bronze

– Too many options will lead to low price option

• Maintain Vertical Focus

– Builds instant credibility

• Break it down into strategic sections

– Operational Efficiencies

– Business Continuity

– Systems Reliability

– Business Value

• Include everything you can deliver via Kaseya to

eliminate the gap between price and perceived

value

Packaging Products

Building Your Strategy

Focus Solution Planning Execution

Who What How

Legal 10-30

Employees � � �

Vertical / Profile

# Employees

Needs

Analysis

Comp

Analysis

Packaging

Messaging

Target

ListsTools Campaigns

Goals

Metrics

Sales

Process

Sales

Training

• This is where your leads will come from

• Where can you find accurate data

Hoovers OneSource

Info USA Data.com

Sales Genie List brokers

Partners

• Avoid cheap lists of unknown data

• Only purchase data for the defined markets

Your Target Database

Building Your Strategy

Focus Solution Planning Execution

Who What How

Vertical / Profile

# Employees

Needs

Analysis

Comp

Analysis

Packaging

Messaging

Target

ListsTools Campaigns

Goals

Metrics

Sales

Process

Sales

Training

Legal 10-30

Employees � � � �

• Everything is connected

– Service offer

– Website

– Email templates ( follow up and introductory )

– Sales letters

– Call dialogue

• Have everything ready to go

– Folders

– CRM templates

• Maintain consistency

The Right Tools

Focus Solution Planning Execution

Who What How

Vertical / Profile

# Employees

Needs

Analysis

Comp

Analysis

Packaging

Messaging

Target

ListsTools Campaigns

Goals

Metrics

Sales

Process

Sales

Training

Legal 10-30

Employees � � � � �

Building Your Strategy

• Align campaigns with your brand

• Select the means of initial contact

Direct Mail – email – Door to Door – Cold Call

Speaking Engagements - Partnerships

• Define your content

• Define your volume and frequency

• Create follow up content

Campaigns

Focus Solution Planning Execution

Who What How

Legal 10-30

Employees � � � � � �

Vertical / Profile

# Employees

Needs

Analysis

Comp

Analysis

Packaging

Messaging

Target

ListsTools Campaigns

Sales

Process

Goals

Metrics

Sales

Training

Building Your Strategy

• Execute campaigns against target database

• Set discovery call

• Qualify leads

• Sales meetings

• Qualify and close

Putting it into Practice

• Establish credibility

• Show them you understand their business

• Gather requirements

• Define the purchase process

• Discuss pricing

• Raise objections

• Close and Qualify

• Move to a next step in the sales process

The Goal of a Sales Meeting

Have an agenda – Printed – PPT – Mental

1. Introductions

2. Company Overview

3. Information Gathering

4. Solution Presentation

5. Price Discussion

6. Determine Timeline

7. Next Steps

The Sales Meeting

Introductions

– Connect with each person in the meeting

and find out

• Their role within the organization

• Their roll within the meeting

• Their roll within the decision making process

• What they hope to gain from the meeting

The Sales Meeting

Company Overview

• In place of asking about them - tell them about you

• Brief company overview

• Start building credibility by talking about how you help similar businesses

• Transition into information gathering phase

– We have been helping schools improve student achievement and drive down operational costs for many years. Some of the most common challenges we see are…

Sales Meeting

Information Gathering

• The prospect is expecting to learn something

– You asked to meet with them so educate – don’t

interrogate

• Frame questions properly to gain credibility

• Use more statements to gather information

– In most of the law firms this size we typically see…

– Use the “Spectrum” technique

The Sales Meeting

Solution Presentation• Show them how:

– Employees can become more productive

– Data can be more secure

– The business can become more agile and more sustainable

– They can become more profitable

• Alert them to other risks they may not be aware of– Non business applications

– Security breaches

– Improper data access privileges

• This is where you will build value to bridge the price gap

• Segue right into price discussion…– Are these the type of improvements you’d like to see in your

organization?

The Sales Meeting

Price Discussion

• Never leave a meeting without discussing price

• You can’t afford to WOW before providing a price

• Use a broad range if you have to

– Based on what we know today and how similar you are

to many of our legal clients I would expect your cost to

be somewhere between $1900 and $2400 per month.

Does this align with your current budget?

• Gather feedback – do not guess at how they feel

• Use to uncover any objections

The Sales Meeting

Timeline Discussion

• This is where the majority of your objections will

come

• You must take off your Happy Ears

• Be prepared to explore every answer further

• Do not ask - What is your purchase process?

• Follow this easy transition…

Mrs. Prospect, on the surface it appears that we may be a

good fit for one and other. Let me tell you about our

process to get new clients up to speed as quickly as

possible.

The Sales Meeting

Next Steps

• We'll get back to you is not a next step

• You must control the next step to maintain control of the sales process

• Avoid “ Just checking in”

• If the prospect cannot agree to a definitive next step you need to probe further

– What other concerns might you have that we have not discussed?

• Set a time and send a meeting request so everyone has it on their calendar

The Sales Meeting

Focus Solution Planning Execution

Who What How

Legal 10-30

Employees � � � � � � �

Vertical / Profile

# Employees

Needs

Analysis

Comp

Analysis

Packaging

Messaging

Target

ListsTools Campaigns

Sales

Process

Goals

Metrics

Sales

Training

Building Your Strategy

Insider’s Perspective

36

Kaseya Marketing Performance

• Thousands of campaigns

• Tens of thousand of leads

• Thousands of conversions

• Millions of $USD in qualified pipeline value

• Millions of $USD in marketing-led revenue

• Lots of lessons

learned…lots still left to

learn

37

10 Tips for Differentiating Your Firm

1. Pick a “value axis” for your firm –

low cost, high quality, best service –

so you can focus on it

2. Define where you are – on your

value axis – and why you belong;

commit to a message that reinforces

your desire to stay there

3. Develop a core positioning

statement (with key attributes)

4. Develop a few go-to corporate

messages that support your

positioning statement – be certain

that your Sales team knows these

5. Attack your competitors on this front

each and every day, from all levels of

your firm

Low Cost

Quality of Product

Quality of Service

10 Tips for Differentiating Your Firm

1. Reinforce this positioning with your

customers and make sure they

validate it for you as often as

possible

2. Verify that your business processes

support – and align to – this

3. Verify that your compensation plans

and Sales commission plans

reinforce this positioning

4. Re-evaluate this every 90 days – or

as often as you deem appropriate

5. Do NOT – I repeat DO NOT –

outsource or delegate this effort; it’s

hard and it should be

Next Steps

• Learn more about MSP Sales Pros

www.mspsalespros.com

• Learn more about Kaseya for MSPs

www.kaseya.com/msp

• For a free live product demo

www.kaseya.com/mspdemo

• For a free trial

www.kaseya.com/trynow

• To speak with us

www.kaseya.com/contactme

40@kaseyacorp/company/kaseya/KaseyaFan community.kaseya.com

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