Eighty percent of your MSP sales process should revolve around you assessing the results your prospects are getting today. You accomplish this by asking them technical questions, finding how much they’re investing in technology and inquiring about their businesses. We do this so we can determine the best way to reframe their perspectives on technology and costs. With enough practice in reframing, you’ll be overcoming sales objections and boosting your sales performance in no time.
Part of our job as MSP salespeople is overcoming sales objections. One way to do this is by using a process called reframing, which, if used correctly, can improve your close ratio and increase your MRR. While salespeople in every market use reframing tactics in their sales processes to get ahead, reframing prospects in our industry is essential to survival.
Basically, there are three reasons why we use reframing in our sales processes. First, it changes the prospect’s frame of reference related to technology costs and results; second, it helps the prospect visualize current business results versus the results your clients have with you; and third, it assists us with attaching a better value to our results.
The four steps to reframing
Reframing a prospect’s perception isn’t always going to be easy, but if you follow the four basic steps to using this tactic, you’ll be in good shape after enough practice. First, using broad strokes, paint a picture for the prospect you’re sitting down with. The idea here is to compare the business results the prospect is currently getting with the business services you’d be able to provide. The prospect doesn’t need to know specifics.
Second, after you’re done painting the picture — as any artist would — attach value to it. The prospect should be able to attach value to your services after you uncover business pain. We ask questions to uncover business pain because attaching value to technical pain is challenging for many of the prospects you come across.
Third, use cost to your advantage. Why do your services cost more? The answer is simple: Your services cost more because your company provides better results. Period.
Finally, don’t sell technology. Your customers don’t care about technology as much as you do. Again, it’s important to remember the following: You’re not in the technology business. You’re in the business of providing your customers with better business results. Reframing is the gap between business results — not just technical results.
Why is reframing important?
Done correctly, reframing uncovers real pain — both business and emotional pain — which allows you to easily pitch why your company delivers better results. Reframing also helps you build a business case without even having to present, saving you time and money. Then, when it’s time to present, you have everything you need. In other words, reframing simplifies the decision for the prospect when it’s time for you to close.
When you hit sales objections during the sales process, use reframing to change the prospect’s frame of reference related to technology costs and results, and increase MRR.