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Cold Call Scripts That Land Meetings with MSP Buyers (Featured Image)

Cold Call Scripts That Land Meetings with MSP Buyers [Free Download]

Cold Call Scripts That Land Meetings with MSP Buyers (Featured Image)

Managed IT providers know that they need to reach out to both IT and non IT decision makers to gain new customers. That’s because IT purchases are increasingly being decided not only by multiple people, but also across multiple business functions.

These trends highlight the critical role that targeted, one-on-one outreach plays in selling MSP solutions, and cold calling remains one of the best tools for the job.

That’s why we recently released a downloadable eBook that contains sample call scripts for finding and qualifying potential MSP customers. Each script is tailored for a specific buyer persona and includes a few helpful notes and comments.

The resource is available for download here. The rest of this blog post provides added insights to help you fine-tune your cold call pitch.

 

Who Makes Managed IT Purchases?

IDC reports that non-IT line of business (LOB) buyers now account for around half of technology spending. These are purchases made without the involvement or knowledge of an organization’s IT department.

Even when IT does get involved, LOB managers still hold a huge sway in the tech purchase process. TechTarget estimates that nearly 30% of buying decisions made by an organization’s IT leadership depend on inputs from non-IT staff.

This makes it clear that selling MSP solutions now needs to move past solely targeting IT decision makers. This underscores a growing challenge for MSP vendors that rely on reaching buying consensus with multiple stakeholders to close deals.

Not only do LOB managers’ priorities and pain points differ from those of IT decision makers, but these two buying groups often disagree about key items on the IT buying checklist.

What’s also important is that these divergences have a huge impact on how MSP buyers start their purchase journey. This means that connecting and building relationships with stakeholders require messaging that takes these gaps into account, even in the initial stages of the buying process.

 

Targeted Cold Calls to Key MSP Buyer Personas

Targeted cold calls make up a vital layer of touch points for proactively reaching out and engaging potential MSP customers.

Cold calling works well for top-of-funnel outreach activities since it enables one-on-one conversations that prepare prospects for the next stages in the sales cycle.

For complex-sale products like managed IT solutions, cold calls help move contacts from initial awareness to active leads.

With the MSP prospect pool growing to include more and more non-IT decision makers, your cold call messaging strategy also needs to capture this new audience.

One way to refine your outreach message is to segment potential stakeholders based on buyer personas and then tweaking your cold call pitch accordingly.

In most technology purchases like managed IT solutions, key decision makers consist of four buyer personas (although the number can certainly increase, depending on the complexity of your sales cycle):

  • End User:  These are typically non-IT LOB managers of departments and business areas that stand to benefit the most from your offer.
  • Influencer:  These are mid- to senior-level decision makers that drive purchase decisions.
  • Technical Buyer:  These are IT-focused specialists that can block a purchase if it doesn’t meet their requirements.
  • Economic Buyer:  These decision makers oversee the budget and give the final go-ahead for a purchase.

 

End User

In MSP sales, the end user buyer persona consists of non-IT LOB decision makers that oversee specific functional business areas that directly benefit from your solution.

End users have the most to gain from your offer. That’s why they tend to be your biggest advocates in your target accounts. That is, if you can find a way to build a relationship with them early on in the sales process.

LOB decision makers care about business outcomes rather than product specifics. If a product solves a real problem, the results matter more to them than the underlying details.

According to professional services automation provider Promys, the decision-making process that LOB managers follow typically includes:

  • Decide if there’s a specific problem
  • Determine if the problem is worth devoting resources to
  • Identify possible ways of solving the problem
  • Pick out the “best” way
  • Look up vendors that provide the “best” solution
  • Choose the “best” vendor

Influencer

Even though buying decisions have now become more distributed, the process is still significantly driven by stakeholders that span different business areas and functions.

These decision makers have a huge influence on the buying process and help move the deal forward. That’s why they’re typically labeled as “influencers.” They commonly consist of mid- to senior-level managers that directly handle your target LOB prospects.

Influencers look for strategic impact of MSP solutions instead of operational or technical details. They’re more into seeing how your offer fits their big-picture goals of growth, profitability, competitiveness, industry trends, disruption, etc.

That’s why your cold call messaging strategy needs to achieve the below three key points. These ensure that your pitch will be able to capture influencers’ attention and obtain the response you want:

  • What does your offer bring to the organization?
  • How can you earn your prospects’ trust?
  • What line of fresh thinking can you offer?

Technical Buyer

The rise of the LOB buyer hasn’t made the IT department irrelevant in MSP purchases. The risks and limitations associated with shadow IT (such as interoperability, security, resilience, etc.) still support the case for IT’s close involvement.

While technical buyers typically don’t have final authority over tech purchases, they do have the power to reject a potential managed IT proposal. The goal when reaching out to technical buyers is to make sure they don’t shake their head sideways at your offer.

When crafting a cold call pitch aimed at technical buyers, it’s important to keep the following points from Lean B2B in mind:

  • They have in-depth and specialized expertise in your field.
  • Their main concern is to verify whether your solution really does what you claim it does.
  • They focus on the measurable and quantifiable items of your offer.
  • They look for details on usage, testing, deployment, and maintenance.

Economic Buyer

The persona that has the final say in MSP purchases is the economic buyer. In fact, most marketing experts consider economic buyers as the “ultimate decision maker” because even if everyone else says yes, it’s the economic buyer’s approval that determines whether a purchase happens or not.

Economic buyers can be a single person or a committee that directly controls budget and spending. The larger the deal size, the more senior the economic buyers will be involved. Smaller purchases commonly require only the approval of managers lower in the org chart, while deals with six-figure price tags can involve a board- or C-level evaluation committee.

The key to winning economic buyers over is to deeply understand the things that tend to make them say yes:

  • Finding the best-fit managed IT vendor for their organization
  • Ensuring long-term stability of both the MSP provider and the working partnership
  • Knowing the vendor’s approach to risk mitigation
  • Verifying different proof points about a vendor’s ability to deliver
  • Being able to objectively weigh costs against benefits

 

Conclusion:

Now more than ever, cold calls help MSP vendors reach and connect with the different decision makers involved in the purchase process. But this requires refining your MSP pitch to make it more relevant to what each decision maker actually cares about.

To see how to put this strategy into action, check out our latest collection of cold calling scripts for various MSP buyer personas.

Turn cold MSP leads into sales meetings. Get your free sample scripts now.

Download your Sample Cold Calling Scripts for Key Buyer Personas in Managed IT eBook

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

3 Lead Nurturing Tips to Get The Best Outcome (Featured Image)
Cold Call Scripts That Land Meetings with MSP Buyers (Featured Image)
Localized Digital Lead Generation: Strategies to Attract B2B Customers
Cold Call Scripts That Land Meetings with MSP Buyers (Featured Image)

Cold Call Scripts That Land Meetings with MSP Buyers [Free Download]

Cold Call Scripts That Land Meetings with MSP Buyers (Featured Image)

Managed IT providers know that they need to reach out to both IT and non IT decision makers to gain new customers. That’s because IT purchases are increasingly being decided not only by multiple people, but also across multiple business functions.

These trends highlight the critical role that targeted, one-on-one outreach plays in selling MSP solutions, and cold calling remains one of the best tools for the job.

That’s why we recently released a downloadable eBook that contains sample call scripts for finding and qualifying potential MSP customers. Each script is tailored for a specific buyer persona and includes a few helpful notes and comments.

The resource is available for download here. The rest of this blog post provides added insights to help you fine-tune your cold call pitch.

 

Who Makes Managed IT Purchases?

IDC reports that non-IT line of business (LOB) buyers now account for around half of technology spending. These are purchases made without the involvement or knowledge of an organization’s IT department.

Even when IT does get involved, LOB managers still hold a huge sway in the tech purchase process. TechTarget estimates that nearly 30% of buying decisions made by an organization’s IT leadership depend on inputs from non-IT staff.

This makes it clear that selling MSP solutions now needs to move past solely targeting IT decision makers. This underscores a growing challenge for MSP vendors that rely on reaching buying consensus with multiple stakeholders to close deals.

Not only do LOB managers’ priorities and pain points differ from those of IT decision makers, but these two buying groups often disagree about key items on the IT buying checklist.

What’s also important is that these divergences have a huge impact on how MSP buyers start their purchase journey. This means that connecting and building relationships with stakeholders require messaging that takes these gaps into account, even in the initial stages of the buying process.

 

Targeted Cold Calls to Key MSP Buyer Personas

Targeted cold calls make up a vital layer of touch points for proactively reaching out and engaging potential MSP customers.

Cold calling works well for top-of-funnel outreach activities since it enables one-on-one conversations that prepare prospects for the next stages in the sales cycle.

For complex-sale products like managed IT solutions, cold calls help move contacts from initial awareness to active leads.

With the MSP prospect pool growing to include more and more non-IT decision makers, your cold call messaging strategy also needs to capture this new audience.

One way to refine your outreach message is to segment potential stakeholders based on buyer personas and then tweaking your cold call pitch accordingly.

In most technology purchases like managed IT solutions, key decision makers consist of four buyer personas (although the number can certainly increase, depending on the complexity of your sales cycle):

  • End User:  These are typically non-IT LOB managers of departments and business areas that stand to benefit the most from your offer.
  • Influencer:  These are mid- to senior-level decision makers that drive purchase decisions.
  • Technical Buyer:  These are IT-focused specialists that can block a purchase if it doesn’t meet their requirements.
  • Economic Buyer:  These decision makers oversee the budget and give the final go-ahead for a purchase.

 

End User

In MSP sales, the end user buyer persona consists of non-IT LOB decision makers that oversee specific functional business areas that directly benefit from your solution.

End users have the most to gain from your offer. That’s why they tend to be your biggest advocates in your target accounts. That is, if you can find a way to build a relationship with them early on in the sales process.

LOB decision makers care about business outcomes rather than product specifics. If a product solves a real problem, the results matter more to them than the underlying details.

According to professional services automation provider Promys, the decision-making process that LOB managers follow typically includes:

  • Decide if there’s a specific problem
  • Determine if the problem is worth devoting resources to
  • Identify possible ways of solving the problem
  • Pick out the “best” way
  • Look up vendors that provide the “best” solution
  • Choose the “best” vendor

Influencer

Even though buying decisions have now become more distributed, the process is still significantly driven by stakeholders that span different business areas and functions.

These decision makers have a huge influence on the buying process and help move the deal forward. That’s why they’re typically labeled as “influencers.” They commonly consist of mid- to senior-level managers that directly handle your target LOB prospects.

Influencers look for strategic impact of MSP solutions instead of operational or technical details. They’re more into seeing how your offer fits their big-picture goals of growth, profitability, competitiveness, industry trends, disruption, etc.

That’s why your cold call messaging strategy needs to achieve the below three key points. These ensure that your pitch will be able to capture influencers’ attention and obtain the response you want:

  • What does your offer bring to the organization?
  • How can you earn your prospects’ trust?
  • What line of fresh thinking can you offer?

Technical Buyer

The rise of the LOB buyer hasn’t made the IT department irrelevant in MSP purchases. The risks and limitations associated with shadow IT (such as interoperability, security, resilience, etc.) still support the case for IT’s close involvement.

While technical buyers typically don’t have final authority over tech purchases, they do have the power to reject a potential managed IT proposal. The goal when reaching out to technical buyers is to make sure they don’t shake their head sideways at your offer.

When crafting a cold call pitch aimed at technical buyers, it’s important to keep the following points from Lean B2B in mind:

  • They have in-depth and specialized expertise in your field.
  • Their main concern is to verify whether your solution really does what you claim it does.
  • They focus on the measurable and quantifiable items of your offer.
  • They look for details on usage, testing, deployment, and maintenance.

Economic Buyer

The persona that has the final say in MSP purchases is the economic buyer. In fact, most marketing experts consider economic buyers as the “ultimate decision maker” because even if everyone else says yes, it’s the economic buyer’s approval that determines whether a purchase happens or not.

Economic buyers can be a single person or a committee that directly controls budget and spending. The larger the deal size, the more senior the economic buyers will be involved. Smaller purchases commonly require only the approval of managers lower in the org chart, while deals with six-figure price tags can involve a board- or C-level evaluation committee.

The key to winning economic buyers over is to deeply understand the things that tend to make them say yes:

  • Finding the best-fit managed IT vendor for their organization
  • Ensuring long-term stability of both the MSP provider and the working partnership
  • Knowing the vendor’s approach to risk mitigation
  • Verifying different proof points about a vendor’s ability to deliver
  • Being able to objectively weigh costs against benefits

 

Conclusion:

Now more than ever, cold calls help MSP vendors reach and connect with the different decision makers involved in the purchase process. But this requires refining your MSP pitch to make it more relevant to what each decision maker actually cares about.

To see how to put this strategy into action, check out our latest collection of cold calling scripts for various MSP buyer personas.

Turn cold MSP leads into sales meetings. Get your free sample scripts now.

Download your Sample Cold Calling Scripts for Key Buyer Personas in Managed IT eBook

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

3 Lead Nurturing Tips to Get The Best Outcome (Featured Image)
Cold Call Scripts That Land Meetings with MSP Buyers (Featured Image)
Localized Digital Lead Generation: Strategies to Attract B2B Customers
How-To-Grow-Your-Tech-Company-4-Tactics-that-Drive-IT-Sales

How To Grow Your Tech Company? 4 Tactics that Drive IT Sales

How-To-Grow-Your-Tech-Company-4-Tactics-that-Drive-IT-Sales

The expansion of the internet of things (IOT) across devices has become outsized,  converging multiple innovative technologies and traditional fields to interconnect. Such technology evolution though has quite caused the world to become pint-size, but in the best manner which benefited us in many ways like faster communication, automation, and control, faster information dissemination, real-time monitoring and updates, and save time and money, which all contribute to making our lives better.

But what better way to take advantage of technology advancements than utilizing them to grow your tech company. Below are 4 tactics that drive IT sales.

 

1. Utilize different digital marketing channels

Email Marketing can earn your business an ROI of up to 4,300% by simply rolling out it’s simple process of collecting contact information from your potential customers like phone numbers and email addresses, including permissions to send them updates and other information through email, while Pay-Per-Click which can cause highly targeted traffic of potential customers within a very short period of time. Add to the pack, Search Engine Optimization (SEO) which is widely used by people to look for information about a brand, product or service, Social Media Marketing, and Content Marketing.

(Digital Marketing)

 

2. Hold events to generate new relationships

Earn sales leads, enhance brand image and maintain good relationships with current customers. TrustRadius report says that buyers want hands-on experience with the product before committing as direct experience with a product is the best way to evaluate it. Have both your current and potential customers acquire such experience in your trade fairs and events.

(Business Achievers)

 

3. Engage with Social Listening and Competitive Analysis

In order to better understand your customers, innovate your products and gain an advantage over your competitors. Also, the tool will give you insights on how and where your brand stands in the industry, particularly knowing your Share of Voice within your industry.

(Synthesio)

 

4. Acquire Referrals or Third-party validation

No matter what size, industry and location, Referrals is one of the most crucial elements a business needs in order to grow. When you receive a referral from past clients, current clients, prospects, joint-venture projects, affiliates, networking opportunities, and sometimes even competitors shows you have gained trust and have built a good rapport with your client base. Thus, leaving a good amount of returns on your table without even working out for it.

(Sage)

 

Conclusion

Business growth is not embedded in any platform used but is worked on by creative minds and hands through time. As Steve Jobs put it: ‘“If you really look closely, most overnight successes took a long time.”

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Exceed your growth and revenue targets.




Grab a copy of our FREE EBOOKBy the Numbers: Marketing Stats that Drive Top B2B Industries in 2019! Get an in-depth look at marketing trends in nine (9) key B2B industries.

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Cold Call Scripts That Land Meetings with MSP Buyers (Featured Image)
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Elevate Your Sydney Tech Business with These Marketing Tips

Elevate Your Sydney Tech Business with These Marketing Tips

Elevate Your Sydney Tech Business with These Marketing Tips

The opportunities in the technology business seem endless but marketers need to identify the most important marketing elements to elevate the technology business.

 

Create Blogs

Statistics show that B2B markets using blogs generate 67% more traffic and websites, largely increasing the number of indexed pages and keyword usage on the website, which allows SEO to rank the website higher in search engine results.

Determine which keywords and phrases that could draw traffic to your website. These are words that are relevant to your industry or business. By using analytic tools, you will be able to review the keywords that bring visitors to your website. Publish fresh quality blogs consistently to increase the indexed pages on your website and create entry points for resources to your website. You may also include teasers in a form of questions to generate discussion about your blog.

Related: Content Marketing to Conversions: Is It Really Possible?

 

Build PR for your Brand

Get your name known both to customers and competitors. Public relations is ‘free advertising’ as per business experts. PR can work through intermediaries like spokespersons, stocks analysts, employees, customers, investors, and trendsetters who can communicate your brand with your audience and influence them.

Related: Outback Attack! Introducing Australia’s Top Ten B2B Influencers

 

Leverage on Email Marketing

Most technology companies use email marketing for several reasons like thank customers for subscribing to newsletters, invite them to view contents, an event or webinar or inform customers of updates on products and services. Email marketing is ‘the king of the marketing kingdom with 4400% ROI and $44 for every dollar spent’, as per Campaign Monitor.

Although social media networks are impressively hitting large audiences worldwide, email marketing poses a longer reach than any social network. Every web user who goes online, in any social and professional network, is required of an email address before he can create an account or log in to a certain site.

Related: Marketing and Transactional Emails: How to Leverage Both

 

Socialize via Facebook, Twitter, and other Social Networks

60 million businesses have Facebook pages but around 87% of posts on those pages are hardly commented. That’s why it’s important to build your list of followers carefully, segmenting them on lists based on particular hashtags or interest, and at the same time read and respond to questions.

A key to customer service, drives targeted traffic, boosts your site’s SEO, helps you understand your audience, build relationship with your audience, allows targeting and retargeting, helps you get noticed at trade fairs, generate earned media coverage, builds brand loyalty, are just a few of the seemingly endless benefits of social media.

Related: Social Media Metrics to Track in 2018

There’s an array of marketing strategies that technology businesses can take to elevate success rates, but should choose the ones that would address the need of the business and yield results.

 

Callbox has served 600+ companies across NSW – in areas such as Sydney, Central Coast, Wollongong, and other key cities. Learn more about our NSW-focused lead generation process.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Do you want more leads?

Dial +61 2 9037 2248 | Chat on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

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Cold Call Scripts That Land Meetings with MSP Buyers (Featured Image)
Localized Digital Lead Generation: Strategies to Attract B2B Customers
Digital Marketing Tactics for Your Melbourne Tech Business

Digital Marketing Tactics for Your Melbourne Tech Business

Digital Marketing Tactics for Your Melbourne Tech Business

We’ve all been there, another day at the office and a pretty boring one as we look through our old lists of IT leads and wonder how we can expand it. It’s happened to even the best of us digital marketing experts, but it’s no reason to worry.

Tech leads are not that hard to approach – contrary to popular belief and in this article we’ll help you devise a strategy to make sure you make the most out of your lead generation in Australia.

So sit back and get comfortable, it’s time for us to get to know the tech business in detail.

 

How Do I Go About Getting Leads?

There are plenty of ways for you to generate tech leads, especially in the Melbourne tech business. However, you have to note that you have to get your foundation firmly in place.

In these days, there is no substitute for customization and personalization, especially with reaching out to your customers and it’s the same with IT leads. You have to have the right information in place before you can start reaching out. Find out who your prospects are and do not be afraid to qualify them.

There should be a focus on the quality of the leads instead of the quantity because you want to minimize resource wastage at every step of the process. There has been a growing trend with companies using account-based marketing and inbound marketing because it is more resource efficient.

Once you have your information in place, you shouldn’t forget about the systems that you need in place so that you can track things.

We’ll talk about this some more towards the end.

Make sure that you also know what the competition is up to and adjust accordingly. Now we’re not telling you to steal leads, but we’re telling you to make sure that you are always well positioned and ready.

Related: The Best Strategies to Increase Tech Leads and Conversions in Australia

 

Using Digital Marketing For Tech Business Lead Generation in Australia

Now that you have the basics in place, you are ready to start harnessing the power of digital marketing to maximize your lead generation efforts.

Warm Up Your Prospects

Your first step is warming up your prospects, and social media is going to be your best friend at this stage. You can start sharing content that is directed to your prospects using channels that they frequently use such as mobile or email.

Start engaging with your followers while you are trying to build up a loyal following.  You will find that it is easier to demonstrate your company’s prowess if you can show them your worth with the content that you are providing.

LinkedIn is a great place to start relationships and make connections that you can use for your business. However, it is important not to oversell yourself and instead focus on proper engagements and problem-solving.

Related: Marketing Channels that Influence Technology Customers in Australia

Set Up Automation Procedures

We are living in a world of AI bots and automation, and you can’t be a tech business if you do not harness the power of technology. Set up automation for cold email outreach and replies, make sure you can get at least simple bot to answer questions for customer service, and exude that feeling of technological savviness.

Related: How Marketing Automation Increased My Client’s Appointments in 30 Days

Ensure You Make Use of CRO and SEO

Search engine optimization ensures that you are ready to hit the first page of SERPs, but how’s your CRO doing? Conversion Rate Optimization makes certain that everything from your CTA buttons to the way your forms respond is up to speed and can aid in conversion.

Are your landing pages built for conversion? Are your forms just too long? Is your meta description not “click-worthy”?  These are just some of the things you have to consider.

Related: 5 Easy and Actionable SEO Tips for 2018

Track and Then Track Some More

We mentioned this earlier, and this involves everything from cookies to Google Analytics. Set up goals and KPIs for you to be able to track the effectiveness of your campaigns. Torn between marketing options? Then, conduct A/B testing or split testing, tracking is the only way that you can tell what works and make sure that you are always up to speed. 

Related: Social Media Metrics to Track in 2018

Nurture Your Prospects

Last, but definitely not the least, is prospect nurturing.  You have to make sure that the opportunities that you currently have are well taken care of. Some say emails are annoying, but we still think that they are still one of the most useful tools that we have.

Send your prospects customized content to have them interact with your site, link to your landing pages, and whatever it is you can do to add value to their experience with your business.

Related: AskCallbox: What makes an effective lead nurturing program?

 

If you follow just some of these tactics, you’ll have your digital marketing up to speed with your company’s lead generation strategy. Remember tech leads and IT leads are the same as any other lead, they’re human, too.

 

Grow your online presence and capture more opportunities with the help of Callbox’s integrated Digital Marketing Solutions.

 

Author Bio:

Dara Lin

Dara Lin is a Marketing Specialist at Callbox Australia. She is a coffee trailblazer, general music fanatic, and an internet enthusiast. Follow Dara on Twitter, Facebook, and Google+.

Do you want more leads?

Dial +61 2 9037 2248 | Chat on WhatsApp +65 8232 2417

 

 

Grab a copy of our FREE EBOOK, Targeted B2B Marketing: Guide, Checklists, and Worksheets! A comprehensive guide to targeted marketing to help organizations get in front of the right people at the right time through the right channels with the right message to influence a purchase.

Download Targeted B2B Marketing Guide, Checklists and Worksheets [Free eBook] CTA

Digital Marketing Trends That Will Drive Your Content Strategy for 2019
7-Digital-Marketing-Setup-Tips-for-Startups
By-The-Numbers-Marketing-Stats-that-Drive-Top-B2B-Industries-in-2019