Is there anything more frustrating than a stalled discussion with a prospect or customer that you know your MSSP can help?
It’s a conundrum that plagues advisers and service providers of all types—from business consultants and marketing agencies to platform providers and MSPs. Those voices in our hearts and heads that want our work to matter (and not just generate money) light up when we know we can make a meaningful, material difference for others. When related discussions and relationship development falter, the stalled opportunity to help tends to nag at you.
MSSPs experience these frustrations more than just about anyone. Most solutions make things incrementally better, but yours help customers avert (or recover from) disaster. Every missed security sale is a lost opportunity to stack the deck against the bad guys.
Don’t give up. Try these five ways to nudge your security customers toward the protection they need:
- Nudge 1: Lead with headlines. We know from surveys of business owners and IT experts that potential breaches keep executives awake at night. High-visibility events provide opportunities to nudge clients off the dime with notes or chats along these lines: “The [event name] reminds me that we haven’t taken care of setting up your [product or service] yet. How can I get this moving, so you don’t have to worry about it?”
- Nudge 2: Lean on your vendor’s channel team for relevant data. If you’re working with a channel-committed security vendor, ask your channel team for some potent, solutions-specific data to help you along. “I’ve learned from [solution provider] that the [name] we’ve been discussing is stopping [relevant number] attacks a day. Let’s get this set so you don’t have to worry about it.”
- Nudge 3: Get closing help. Leverage your vendor’s expertise to help close stalled sales. “We still need to get you protected. I’d like to set up a call between you and an expert from [vendor] to answer any remaining questions and see what they can do to help us get your service turned up quickly. What’s a good time for that?”
- Nudge 4: Send a relevant case study. Whether developed by your MSSP or your vendor, case studies can help make business outcomes more tangible. “When we last spoke, we were discussing [product]. I’ve attached a case study about that very [situation or prospect]. I’d love to review this with you and see what we can do to get you [protected or prepared, depending on the product].”
- Nudge 5: Make a direct appeal. Sometimes getting right to the point is your best bet. “We’ve been discussing it for a while but haven’t put your protection in place. Breaches happen every day. What can I do on my end to get this moving and get your company protected?”