4 Keys to Winning Clients
Your work is dependent on your technical expertise, but that’s not what’s going to win over your clients. If you’re looking to expand your client base and see real business growth, it’s time to shift your focus away from the power of your technology.
But you’re a company who thrives on technology, so if that isn’t your focus when it comes to selling your services, then what is?
If you really want to connect with your current and potential clients, your communications have to focus on what matters most to each client: their individual businesses. As a managed services provider (MSP), you might not have the resources to offer a customized service offering to every client. And you don’t need to.
All you need is to focus your messaging and conversations on these 4 tools for winning over your clients:
1. Be Client-Centric.
You’re providing your clients with specific services and technologies, but that’s just the vehicle that delivers what they really want: peace of mind, and quick solutions to their biggest business headaches. When you position yourself as a trusted advisor, your role is to present the answers to client questions and concerns. Instead of selling your product or service, convince clients to partner with you by addressing their biggest issues and explaining how you can solve them.
2. Play To Your Strengths.
Take a good look at the problems you’re solving already. You might be surprised to discover that you’re already an expert in a particular vertical, or in addressing a certain issue quickly. If that’s the case, reach out to other prospects with shared characteristics. Clients want to hear that you’ve helped someone just like them, so developing a list of satisfied clientele will aid in building prospective client confidence in your services–by making it clear where your expertise lies.
3. Be Empathetic.
Remove your work from the equation for a moment and try to get to the bottom of the issues your clients are struggling with. Create a running list of the underlying problems you’re solving for. Consider the way the situation would develop without a solution, and then pinpoint the client’s desired outcome. When you break down each situation this way, you’ll see what resonates most with your clients, and you can position your sales tactics accordingly.
4. Educate Clients.
Now that you have a list of the issues you’re best at solving and a complete 360° look at your clients’ perspective on the problems at hand, it’s time to start providing some education. Focus on providing thought leadership through mediums like newsletters, webinars and blog posts that help your clients understand how each problem is created, the risks of not solving it and what value they will receive when partnering with you.
The bottom line? The technology you use is simply the means by which you provide real value to your client base. While your technical skillset and the power of your solutions certainly matter–they’re what allow you to do your job well–they aren’t what will win you future business. If you’re looking to expand your client base, focus on becoming a true partner to your clients and sell your value as a one-stop-shop they can trust to get anything done.