Many MSP proposals are boring and ineffective. Filled with industry jargon and eye-glazing detail, they practically dare the customer to wait and “think about it”.
It doesn’t have to be this way. Your MSP proposal can be compelling, persuasive, and most importantly, motivating for action.
In my last blog “Creating Compelling Cost Justifications”, we looked at three bedrock concepts:
In this article, we’ll add three more persuasive techniques.
The I-U Ratio
Most proposals prattle on about the company, the offer, the tools, the technicians, the certifications, the NOC, etc. This is all about “I”, the creator of the proposal.
Unfortunately, most customers couldn’t care less how wonderful you are. As you describe (in excruciating detail) your Silver, Gold, and Platinum service plans, they are mentally scanning the room for escape routes and wondering if there’s a nearby pencil they can jab in their eye.
The only thing the customer can and should care about is the “U”, which is what they will gain from your solution. Don’t talk about your wonderful “precious metal” plans, talk about:
This is called “Outcomes-based” selling, where you speak only about the wonderful transformation your customer will gain by contracting for your Managed Services. In short, make sure the “I-U” ratio is mostly about the customer, the “U”.
The Gretzky Principle
The second important step is to talk about the future. Contrast the pain, suffering, and risk of continuing the customer’s current path with the safety, peace of mind, and security of going with your solution.
As Wayne Gretzky famously (above) said “I don’t skate where the puck is. I skate where the puck is going to be”.
If the customer thinks IT expenses are high now, look what they are going to be:
This is where you turn your Monitoring and Diagnostic tools into weapons. Only the largest IT departments can afford to purchase and deploy all the latest software and hardware tools. If they don’t have all the tools, they are putting their mission-critical network at risk.
Of course, your customers won’t need to continue these costly expenses, because you will take care of it for them. Don’t just talk about the present, talk about the future.
One Last Persuasive Tip
One last bonus tip for good measure. Be aware of the terms you use in your proposal, and make sure they are persuasive for your solution:
Make sure to make this stark contrast: “Costly Spending vs. Secure Investment.” Which alternative makes more sense?
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