The MSP's Bookshelf: The Sales Magnet

Posted by Lauren Beliveau on Apr 11, 2016 12:00:00 PM

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Are you sick of cold calling? Prospecting and finding clients is never easy. Luckily, this isn’t the only way to acquire new prospects. Recently we read The Sales Magnet: How to Get More Customers Without Cold Calling by Kendra Lee and found some great tips on different ways your sales team can bring in new leads.

Networking at events

One of the sections that stood out the most was Kendra’s advice on networking and how to use it to generate more sales opportunities. We know the networking process can be daunting, but these tips from the book make it easier and more effective.

Use conferences and events as valuable time to meet new people.

You can’t go wrong with making a new connection, especially if you’re at a conference learning about something relevant. For example, if you’re attending a conference about new IT trends, prepare yourself to run into other IT providers who could be a great source of advice and best practices.

Introduce yourself with a tagline.

What is your attention-grabber that will help prospects know that you can easily solve their IT problems? Every MSP is different, whether it’s the services you offer, your commitment to clients, or even the markets you serve. Knowing what differentiates your company will help you and your sales team position the company effectively.

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This can be your personal tag line. When you’re introducing yourself to people, plan what you want to say. For example, Kendra Lee often introduces herself by saying, “Hi, I’m Kendra Lee with KLA Group. I help companies attract new prospects.” Using a tagline statement like this invites a conversation by creating an opportunity for them to ask questions instead of talking about the weather. Kendra recommends tailoring your tagline to fit the event.

Plan your conversation before it happens.

It’s always better when two people leave a conversation and they both feel like they’ve achieved something. In the book, Kendra suggests that before an event, you should think about what information you want people to know about your company or perhaps some new industry perspectives you can offer. Your tagline is a good way to steer your conversations in this direction. Ask yourself, what am I bringing to the table? And how can I learn from the conversation? Try to make it a mutual give and take.

Fact finding through discussion.

Use each conversation at a networking event as an opportunity to learn as much as you can. Kendra recommends asking people what they think about the event or for their opinion on an important industry issue. Use this time to learn what your prospects find interesting. Ask questions to spark conversation, but be careful not to interrogate them. This isn’t a sales call, so keep your conversation casual. Make mental notes of interesting ideas, pain points, or distinguishing conversation pieces.

Exchange business cards.

Once you finish your conversation, make sure to exchange business cards. If you have a moment, Kendra suggests quickly jotting down some information on the back of their business card to help you remember important bits of the conversation. Doing so will allow you to have a more personalized conversation when you follow up with them.

 Winter is finally ending, and conference season is starting to pick up. We hope you utilize these tips to help you have a more productive networking experience at the ones you choose to attend.

The Sales Magnet

How to Get More Customers Without Cold Calling

By Kendra Lee

Kendra Lee is a top IT seller and prospect attraction specialist.

257 pages. KLA Press. $17.95  

Have suggestions for what we should read next? Let us know. 

Download our step-by-step guide:  How to Develop a Top Performing Sales Team

Topics: Growing Your MSP Business, Sales Process

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