MSP positioning and messaging best practices. How to differentiate your MSP business to win more customers. Presented by Kaseya and MSPSalesPros. Feb 2013.

1. Stand Out From the MSP
Competition
How to differentiate your business
to win more customers
February 26, 2013

2. Agenda
• Introductions
• Our sponsor
• Our MSP expert – Mark Woldman
– How to develop a compelling message that will get your firm
noticed
– Proven methods to build credibility and trust with any prospect
– The key points in all sales meeting that you must not miss – EVER
– How to help the customer choose you over your competition
every time
– How to properly qualify an opportunity – and set real
expectations – that win deals faster
– How to use the right questions and probing comments to uncover
hidden objections
• Q&A
2

3. About Kaseya
• Enterprise-class IT systems
management for everybody
• Key Facts
– Founded 2000
– Privately held, no debt, no external
capital requirements
• Multi-million dollar R&D
– 33 offices worldwide in 23 countries
with 450+ employees
• 12,000+ customers
• Millions of assets managed
– 6 patents issued for IT service delivery
processes & remote IT management
processes
• 37 patents pending
– Common Criteria (EAL2+) certified and
FIPS 140-2 security compliant
– ITIL v2 and v3 compatible
3

4. Why MSPs Choose Kaseya
A single Kaseya user can proactively manage 1,000s of automated
IT systems and network tasks in the same amount of time
required by a team of technicians using other techniques
It’s the industry’s only patented single-server-single-agent
architecture; MSPs get enterprise-class capability that is easy to
use and easy to afford
With 60+% of top MSPs worldwide using Kaseya, they get access
to the most robust community available
And with so many ISVs plugging in to Kaseya via a seamless
integration process, they get an easy way to leverage their
existing strategic technology partnerships

5. How to differentiate your business to
win more customers
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6. You Must Stand Out
• Highly Competitive Market
• Managed Services is too generic
• All marketing looks alike
• SEO makes you look just like your
competitors
• Standard MSP websites kill your brand

7. MSP Sales & Marketing Myths
• I just need better marketing material
• If I can just get more meetings I can win
more business
• Our competitors do it this way so it
must be right
• We can market our way to success
• Online marketing and social media are
critical to our success

8. Be Seen as an Industry Expert
• First things first
– You need a complete strategy
– Define your market
– Develop your solution
– Build your brand (Outside In vs. Inside Out)
– Follow a process that builds trust and
credibility

9. Building Your Strategy
Focus Solution Planning Execution
Vertical / Profile Needs Comp Packaging Target Goals Sales Sales
Tools Campaigns
# Employees Analysis Analysis Messaging Lists Metrics Process Training
Who What How

10. Find Your Focus
Identify the businesses you will target
Legal Education Construction
Healthcare Hospitality Real Estate
Nonprofit Financial Services Insurance
Manufacturing Retail Dental
What size companies will you target?
3-10 Employees 11-50 Employees
51-100 Employees 101 -250 Employees

11. Building Your Strategy
Focus Solution Planning Execution
Vertical / Profile Needs Comp Packaging Target Goals Sales Sales
Tools Campaigns
# Employees Analysis Analysis Messaging Lists Metrics Process Training
Legal 10-30
Employees
Who What How

12. Needs and Challenges
• Business needs as well as technical needs
• Know the key business drivers
– Student achievement
– Patient satisfaction
– Meet critical deadlines
– Capture more billable time
• Identify industry software
– Dentix
– Lexis Nexis
• Common business goals
– Faster response to clients
– Maintain compliance
– Improve security
– Eliminate unnecessary risks

13. Building Your Strategy
Focus Solution Planning Execution
Vertical / Profile Needs Comp Packaging Target Goals Sales Sales
Tools Campaigns
# Employees Analysis Analysis Messaging Lists Metrics Process Training
Legal 10-30
Employees
Who What How

14. Understanding Competition
• How do they address their needs today?
• Competition comes in many forms
– Direct competitors
– In-House solution
– Former partners
– Their nephew
• The prospect always thinks they have the
right solution
– You must learn to position against these

15. Building Your Strategy
Focus Solution Planning Execution
Vertical / Profile Needs Comp Packaging Target Goals Sales Sales
Tools Campaigns
# Employees Analysis Analysis Messaging Lists Metrics Process Training
Legal 10-30
Employees
Who What How

16. Packaging Products
• Avoid Gold, Silver, Bronze
– Too many options will lead to low price option
• Maintain Vertical Focus
– Builds instant credibility
• Break it down into strategic sections
– Operational Efficiencies
– Business Continuity
– Systems Reliability
– Business Value
• Include everything you can deliver via Kaseya to
eliminate the gap between price and perceived
value

17. Building Your Strategy
Focus Solution Planning Execution
Vertical / Profile Needs Comp Packaging Target Goals Sales Sales
Tools Campaigns
# Employees Analysis Analysis Messaging Lists Metrics Process Training
Legal 10-30
Employees
Who What How

19. Your Target Database
• This is where your leads will come from
• Where can you find accurate data
Hoovers OneSource
Info USA Data.com
Sales Genie List brokers
Partners
• Avoid cheap lists of unknown data
• Only purchase data for the defined markets

20. Building Your Strategy
Focus Solution Planning Execution
Vertical / Profile Needs Comp Packaging Target Goals Sales Sales
Tools Campaigns
# Employees Analysis Analysis Messaging Lists Metrics Process Training
Legal 10-30
Employees
Who What How

21. The Right Tools
• Everything is connected
– Service offer
– Website
– Email templates ( follow up and introductory )
– Sales letters
– Call dialogue
• Have everything ready to go
– Folders
– CRM templates
• Maintain consistency

22. Building Your Strategy
Focus Solution Planning Execution
Vertical / Profile Needs Comp Packaging Target Goals Sales Sales
Tools Campaigns
# Employees Analysis Analysis Messaging Lists Metrics Process Training
Legal 10-30
Employees
Who What How

23. Campaigns
• Align campaigns with your brand
• Select the means of initial contact
Direct Mail – email – Door to Door – Cold Call
Speaking Engagements - Partnerships
• Define your content
• Define your volume and frequency
• Create follow up content

24. Building Your Strategy
Focus Solution Planning Execution
Vertical / Profile Needs Comp Packaging Target Sales Goals Sales
Tools Campaigns
# Employees Analysis Analysis Messaging Lists Process Metrics Training
Legal 10-30
Employees
Who What How

25. Putting it into Practice
• Execute campaigns against target database
• Set discovery call
• Qualify leads
• Sales meetings
• Qualify and close

26. The Goal of a Sales Meeting
• Establish credibility
• Show them you understand their business
• Gather requirements
• Define the purchase process
• Discuss pricing
• Raise objections
• Close and Qualify
• Move to a next step in the sales process

27. The Sales Meeting
Have an agenda – Printed – PPT – Mental
1. Introductions
2. Company Overview
3. Information Gathering
4. Solution Presentation
5. Price Discussion
6. Determine Timeline
7. Next Steps

28. The Sales Meeting
Introductions
– Connect with each person in the meeting
and find out
• Their role within the organization
• Their roll within the meeting
• Their roll within the decision making process
• What they hope to gain from the meeting

29. Sales Meeting
Company Overview
• In place of asking about them - tell them
about you
• Brief company overview
• Start building credibility by talking about
how you help similar businesses
• Transition into information gathering
phase
– We have been helping schools improve
student achievement and drive down operational
costs for many years. Some of the most common
challenges we see are…

30. The Sales Meeting
Information Gathering
• The prospect is expecting to learn something
– You asked to meet with them so educate – don’t
interrogate
• Frame questions properly to gain credibility
• Use more statements to gather information
– In most of the law firms this size we typically see…
– Use the “Spectrum” technique

31. The Sales Meeting
Solution Presentation
• Show them how:
– Employees can become more productive
– Data can be more secure
– The business can become more agile and more sustainable
– They can become more profitable
• Alert them to other risks they may not be aware of
– Non business applications
– Security breaches
– Improper data access privileges
• This is where you will build value to bridge the price gap
• Segue right into price discussion…
– Are these the type of improvements you’d like to see in your
organization?

32. The Sales Meeting
Price Discussion
• Never leave a meeting without discussing price
• You can’t afford to WOW before providing a price
• Use a broad range if you have to
– Based on what we know today and how similar you are
to many of our legal clients I would expect your cost to
be somewhere between $1900 and $2400 per month.
Does this align with your current budget?
• Gather feedback – do not guess at how they feel
• Use to uncover any objections

33. The Sales Meeting
Timeline Discussion
• This is where the majority of your objections will
come
• You must take off your Happy Ears
• Be prepared to explore every answer further
• Do not ask - What is your purchase process?
• Follow this easy transition…
Mrs. Prospect, on the surface it appears that we may be a
good fit for one and other. Let me tell you about our
process to get new clients up to speed as quickly as
possible.

34. The Sales Meeting
Next Steps
• We'll get back to you is not a next step
• You must control the next step to
maintain control of the sales process
• Avoid “ Just checking in”
• If the prospect cannot agree to a
definitive next step you need to probe
further
– What other concerns might you have that we
have not discussed?
• Set a time and send a meeting request so
everyone has it on their calendar

35. Building Your Strategy
Focus Solution Planning Execution
Vertical / Profile Needs Comp Packaging Target Sales Goals Sales
Tools Campaigns
# Employees Analysis Analysis Messaging Lists Process Metrics Training
Legal 10-30
Employees
Who What How

36. Insider’s Perspective
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37. Kaseya Marketing Performance
• Thousands of campaigns
• Tens of thousand of leads
• Thousands of conversions
• Millions of $USD in
qualified pipeline value
• Millions of $USD in
marketing-led revenue
• Lots of lessons
learned…lots still left to
learn
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38. 10 Tips for Differentiating Your Firm
1. Pick a “value axis” for your firm – Quality of Product
low cost, high quality, best service –
so you can focus on it
2. Define where you are – on your
Low Cost
value axis – and why you belong;
commit to a message that reinforces Quality of Service
your desire to stay there
3. Develop a core positioning
statement (with key attributes)
4. Develop a few go-to corporate
messages that support your
positioning statement – be certain
that your Sales team knows these
5. Attack your competitors on this front
each and every day, from all levels of
your firm

39. 10 Tips for Differentiating Your Firm
1. Reinforce this positioning with your
customers and make sure they
validate it for you as often as
possible
2. Verify that your business processes
support – and align to – this
3. Verify that your compensation plans
and Sales commission plans
reinforce this positioning
4. Re-evaluate this every 90 days – or
as often as you deem appropriate
5. Do NOT – I repeat DO NOT –
outsource or delegate this effort; it’s
hard and it should be

40. Next Steps
• Learn more about MSP Sales Pros
www.mspsalespros.com
• Learn more about Kaseya for MSPs
www.kaseya.com/msp
• For a free live product demo
www.kaseya.com/mspdemo
Get your free “Positioning
• For a free trial Template” tool by emailing
www.kaseya.com/trynow david.castro@kaseya.com
and include “Free MSP Tool”
• To speak with us in subject line
www.kaseya.com/contactme
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/KaseyaFan /company/kaseya @kaseyacorp community.kaseya.com