Share with the world 🙏This is the second in a 3 part series around prospecting in different ways. In our final post, we will discuss prospecting in a face to face environment.
Telemarketing often gets a bad rap, often seen as intrusive or ineffective. But when done right, it can be a powerful tool for MSPs. It’s not just about making random calls to see if someone needs a new IT support provider; it’s about engaging in strategic, targeted outreach that genuinely reflects your MSP’s value proposition.
Done correctly, telemarketing transforms a simple phone call into the beginning of a meaningful business relationship.
The Foundation:
identifying the right targets for your business
Effective telemarketing begins with identifying a pool of targets that are likely to be a good fit for your business. Rather than casting a wide net, it’s essential to focus on businesses that genuinely align with your offerings and could benefit from them. This targeted approach not only saves time but also improves the chances of a positive response.
Audience qualification is key – understanding who you’re calling and why they might be a match for your services is the foundation for success.
Your process should then involve an initial qualification call to gather critical details, such as their IT setup, the number of devices they manage and contract specifics. During this call, you can also identify key decision-makers and assess if they are a fit for your business. If they are, you can schedule follow-up calls with a more customised and engaging approach based on the information gathered.
Creating a message which resonates
The script you use in your telemarketing calls is critical, but it shouldn’t feel like a script. Rather than jumping straight into a sales pitch, your conversation should open with a message that acknowledges the prospect’s needs and shows that you understand their challenges. This establishes a connection and positions you as a potential partner rather than just another vendor trying to make a sale.
When creating your message, focus on starting a dialogue, rather than simply delivering a monologue. Engage the prospect by asking questions and listening to their responses. This not only helps build rapport but also gives you insights that can guide the conversation toward addressing their specific needs.
Follow-up:
The key to relationship building
Telemarketing isn’t a one-time event; it’s part of a wider strategy that focuses on building relationships and enhancing brand awareness over time. Every call should fit into a broader plan where follow-ups are meticulously aligned with campaign messages to ensure continuity and deepen engagement. The aim is to develop ongoing communication that eventually leads to trust and, ultimately, conversion.
It’s also important to recognise that not every call will result in immediate success. Sometimes, the true value of a telemarketing effort lies in the follow-up. Whether it’s a callback, an email, or another touchpoint, consistent and thoughtful follow-ups help to keep your MSP top of mind and demonstrate your commitment to helping the prospect solve their problems.
Practicing what we preach
Here at Wingman, we don’t just advocate for telemarketing – we live it. Our in-house telemarketing team practices what we preach by conducting targeted, strategic outreach on behalf of our clients. We start by thoroughly qualifying prospects, gathering detailed information to ensure that our calls are relevant and valuable.
From scriptwriting to follow-up, every step is designed to foster genuine relationships with potential clients, aligning with the broader marketing strategy of each MSP we work with.
Long-term results: Patience pays off
Effective telemarketing is a long game. In the first two to three months, the focus should be on qualifying your audience and starting to build a pool of potential callbacks. These initial efforts lay the groundwork for generating interest, but it’s the ongoing follow-ups and relationship-building that will ultimately lead to appointments and conversions.
By the end of the first three months, you should have a better understanding of your target audience and a growing list of engaged prospects. From there, it’s about maintaining momentum – continuing the conversation, nurturing leads, and steadily moving them through the sales funnel. Over time, this approach not only helps you find clients but also establishes long-lasting connections that can drive growth for your MSP.
To conclude, while telemarketing may have its detractors, when done thoughtfully and strategically, it becomes an invaluable component of a comprehensive MSP marketing strategy. By focusing on the right prospects, crafting resonant messages, and committing to follow-through, you can turn a simple phone call into the start of a fruitful business relationship.
