Convincing your customers: Why backup is a big deal

Marc Thaler

How do your customers feel about the need for backup and disaster recovery? Do they even think it’s necessary? Chris Groot tells Marc Thaler that a quality solution emphasizes simplicity and predictability – two things customers crave.

At first, it may strike you as cold-hearted to read the following statement – especially when it involves a customer whose company faces an IT crisis: The best time to sell backup and disaster recovery, or BDR, is after the customer loses data.

Lost-DataThat mindset isn’t meant to come across as insincere. It is simply the reality, as many managed service providers (MSPs) likely know. Unless your customers have dealt with data loss, or experienced a scare, convincing them that BDR is now a business necessity can be challenging.

“It’s not until people feel the pain that they truly recognize their needs,” says Chris Groot, vice president of sales and business development for MAX Backup. “It’s a pretty common scenario.”

A simple Internet search will reveal what your customers may not realize: Hard drives have a shelf life. Of course, recent statistics also help drive Groot’s point home.

According to the Disaster Recovery Preparedness Council’s 2014 State of Global Disaster Recovery Preparedness, 36% of respondents last year lost at least one virtual machine (VM), critical application or critical file for hours. Nearly 20% felt the pain of such a loss for days.

“Reported losses from outages ranged from a few thousand dollars to millions of dollars,” the report’s executive summary notes.

And nothing captures a company’s complete attention like a hit to the bottom line. Therefore, the key for MSPs, Groot explains, is to base their sales strategy on a two-part premise. It is both simple and significant. Business owners typically want to address two points of emphasis:

  • The need to reduce risk
  • The desire to increase revenue

Groot says striking a balance between those ongoing objectives is essential.

“There are a number of risks that a business faces,” Groot says. “But they all boil down to financial risk.”

As Groot explains in this post, businesses of all sizes want cost certainty. In the absence of it, he says, they often perceive the risk placed upon them to be greater. (They aren’t necessarily incorrect, either.) That’s what makes the fixed, per-device BDR pricing model – best illustrated using the “all you can eat” buffet mantra – an appealing option for customers.

Since data grows at a rapid rate, the alternative of paying for backup based on gigabytes can lead to fluctuating costs. And that can make a confident CFO feel queasy.

More from Groot: “There’s a correlation between the downtime customers stand to face, and the price they’re willing to pay to avoid it.”

For MSPs seeking to boost profit and scale the business, the key is being able to standardize the monitoring and recovery procedures on a single platform. Doing so provides MSPs with a valuable commodity: flexibility.

In other words, a single platform enables you to offer high availability for customers that need it – and are willing to pay for it. At the same time, you can provide exceptional service to customers whose recovery times are not as critical.

“There’s no need to overthink this,” Groot says. “Simplicity and predictability really help people succeed.”

MAX Backup enables you to offer your clients an enterprise grade online backup service that will keep their critical business data safe at a price they can afford, to find out more why not sign up for our free, fully-functioning 30-day trial?