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Did you ever get this question from a potential customer: “Why should I work with you?” Talk about frustrating!

While you know that working with you would be the better solution for your customer’s business, you need more than a compelling offer. If you want customers to sign on, you have to present well-crafted arguments.

Selling your company to a customer is stressful and can often seem like black magic. But, it’s a lot simpler than that. It all comes down to one important question: “How can you transform your client’s business?”

Whether you deliver your pitch like an experienced salesman or a rookie, these arguments can serve you well.


Watch our MSP Masterclass session: Accelerating the Cloud Buying Process – Adjusting to Buyer 2.0 to improve your sales process.


How to Get More Customers?

1) “Software is always changing, I’ll keep up with the technology for you.”

Let’s take Microsoft as an example. Office has been around since 1988 and 30 years later, it’s still a top seller. This longevity can only be explained by one thing: the Office Suite is still evolving. With 3 full office suite releases in the last 7 years and new applications added almost every month, it’s impossible for most people to keep up with all the changes.

For example, the newest release includes more than 24 new characteristics. It’s unthinkable for an organization to stay current if it isn’t dedicated to understanding and implementing all these new updates.

Your customers have to be able to trust you. Show them that you’re the expert and that you’re always up to date. And don’t be shy about telling them how you keep up with the latest changes in technology. This tells them you’re on top of your game.

In fact, why don’t you include some of these features in your MSP sales presentation to show customers how up to date you really are!


2) “I’ll take all the time I need to understand your business.”

There are so many consultants out there. Chances are that someone who came along before you already mishandled this opportunity with the client. Even if you’re the first person they meet, your client has probably heard stories of consultants who offered solutions that weren’t adapted. You need to use that to your advantage.

Even before meeting a customer, you should understand the company’s core business. By knowing what they do, and why they do it, you’ll be able to speak their language, adapt your vocabulary and offer them a better consulting experience.

Here are five basic questions you should ask:

  1. How does your business model work?
  2. What are the goals for your organization in the next 6 to 12 months?
  3. What were you hoping I could help you with today?
  4. What are the top initiatives on your plate right now?
  5. What are the biggest challenges your team faces?

You can change these questions, add more or just ask some of them, but keep in mind one thing: your clients like talking about themselves and their business.


3) “I’m not here to sell you software, but to help increase your productivity.”

Software comes in second. Your customers will trust you more if you are able to help them do their job.

Did you know that 74% of buyers will choose the company that was first to add value for them? If you think of it, it’s common sense. How can they trust you with their business if you have never done anything for them?
The first time you walk into the room, don’t try to sell your clients your products, don’t even try to sell yourself. Instead, find quick relevant fixes to their problems. Let’s say their sales team has issues with the quarterly reporting. Instead of jumping in right away and suggesting big changes to their IT, use your understanding of their processes to put together an Excel file to help them.

This kind of gesture will prove your value and might not even cost you that much.


4) “I’ll be working with you as if I was part of your organization.”

You probably think this kind of statement is very bold. It is. But it’s also true. Jim DuBois, CIO of Microsoft stated:

“IT used to be disconnected from conversations about the Microsoft business. Now, we talk about which investments will improve our service offerings. With a service offering model, IT is directly engaged in business value.”

You can position yourself as a simple fix/break partner, but you goal is to be seen as the outside CIO. The difference is in the strategy. If you arrive prepared with a clear and proven strategy, you’ll have more credibility.

In fact, Tech Pro Research found that the number one priority for IT in 2017 was improving efficiency and business processes. This puts you in a highly enviable position, if you can make the most of it.

Capitalize on a term that is being used more and more by Microsoft: “digital transformation.” You’ll find that your clients are usually sold on the “why” but need help with the “how.” That’s where you come in.

Present them these 4 stages created by Microsoft called “The Roadmap to Digital Transformation.”

The Roadmap to Digital Transformation

Adapt this structure to your customers’ reality and present it with real examples that they can relate to.

Once you’ve proven that you’re a good strategist, you’ll have a solid relationship with your clients for years to come.


5) “I will help you understand migration and why it’s important to get it right.”

Let’s be honest here. Migration is the bread and butter of many tech organizations. It’s easily billable and sometime vendors provide it for free with their plans. But if your customers don’t understand everything about migration, they’ll find it difficult to justify the expense.

You need to go back to basics. Your customers know that their data is the most important aspect of their business. If their email was out for a full business day, it could be a disaster. And this could happen if the migration is not handled correctly.

Once your customers understand the dangers of a mishandled migration, use your track record to convince them. Tell them how many migrations you’ve handled. If you have a customer who speaks highly of you, use him as an example.

This should show your potential customers how professional you are and how dedicated you can be.


Get a Feel for Your Market

How can you know when to use each argument? By understanding your market. Use your experience and your relationship with your existing customers to paint a profile.

One last thing, don’t force an argument if it doesn’t apply to a specific situation. Get a feel for the customer in front of you before using an argument. For example, if a potential customer already has a strategy for a digital transformation, you can work with him to help him increase productivity. But don’t try to push the full roadmap. Your customer might stop listening and think that you don’t understand his business. It’s all about striking the right balance for your particular market.


Written by Mathieu Leblanc Business Development and Partner Network Director @ Sherweb

Mathieu Leblanc is Sherweb's Partner Network Director. His extensive experience in the field helps him pinpoint upcoming trends that matter to MSPs and IT consultants.