Selling unified communications solutions can be a lucrative part of your business offering, provided you implement effective marketing tactics. However, there are some fatal errors that newbies make, often compromising their ability to establish a consistent customer base. UC services is a growing industry and one that has a wide market reach, and yet some UC providers are failing to garner the attention of customers, resulting in missed profit opportunities. Here are some of the primary mistakes that MSPs make that reduce their ability to attract customers.
Through effective marketing, you'll build lasting partnerships that enhance your recurring revenue.
You're not educating your customers. Many businesses have yet to adopt UC because they're not sure how it will benefit their company. Businesses with UC services may be missing out on critical service packages simply due to lack of knowledge. By continually educating your current customers and potential customers, you can gain new long-term partnerships and create a stronger recurring revenue.
You're using confusing jargon. Once you've mastered the art of UC, the jargon that accompanies it often becomes second nature. Nonetheless, what may be second nature to you could sound like a foreign language to your clients. When advertising UC services or speaking to clients, always talk as though you're speaking to a novice. Either omit jargon entirely or elaborate on jargon as needed, so clients can fully understand the benefits of each service without getting tied up in the foreign lingo.
You're marketing your services too broadly. There are countless companies offering UC services, some of which are top-name brands with a strong hold on the marketplace. By spreading yourself across a vast geographical region, you're ultimately trying to compete with some of the biggest names in UC, and you'll inevitably be ineffective. Instead, brand yourself as a local company, and work on building relationships in your immediate geographic area. As your company grows, you can expand your geographic reach at a rate that's practical to your business.
You're failing to address the top concerns of businesses. Many businesses are reluctant to adopt UC services because they worry it will require too much time, money, or special knowledge to implement. By failing to address these concerns publicly, you'll be omitting a vast portion of potential clients from your marketing outreach, ultimately selling yourself short. Highlight all of the top concerns of the public and incorporate them into your marketing pitch, so you can assuage the public that UC is easy to use, thus encouraging more clients to buy your services.
By educating businesses about UC security, you can reach a whole new marketplace of clientele.
You're focusing too much on the cloud. While the cloud provides undeniable benefits to businesses, it should never be the center of your marketing campaign. Businesses are already aware of the ways cloud storage can enhance their company and provide them with the disaster recovery plan they need to thrive. Instead, your marketing campaign should emphasize the unique benefits of cloud communications and the increased functionality it provides businesses. By focusing more on functionality and less on the cloud, you can access a wider range of clients easily.
When selling unified communications services, MSPs are prone to some common errors that detract from their marketing abilities. Many MSPs focus too heavily on selling the cloud, without emphasizing the unique benefits that UC services can provide a business. Similarly, new MSPs often become overwhelmed with the vast marketplace, leading them to market too broadly. By marketing locally, educating your customers, avoiding confusing lingo, and dispelling any concerns of the public, MSPs can reach new customers and grow their business more quickly. Read The Essential Guide to Offering Cloud Communications to learn more about effective UC sales strategies.