MSPs: Sell better by focusing on DATA

Written by Andrew Boe

January 7, 2021

The Blue Ocean for MSP sales and basis of compliance as well as sales in the future will be focused around the DATA

Think I am wrong? Ever since the CEO of Microsoft, Satya Nadella, repeated the message: “all companies are software companies”, the outlook for Data changed. Instead of the software driving the machine that drives the process, the DATA drives the software that is the process in the modern landscape. The vast majority of new compliance regulations do not focus on the tools in place but rather on the understanding of what is where. Specifically…

What data is regulated

Where is it stored

Who has access to it

When was it moved

How do you protect it

IF you can answer those questions, suddenly you have a whole new and deeper understanding of the client’s business and can have a better conversion around how they actually operate. In doing this you are also focusing on the practices and the processes that drive their business. The “ME TOO” of “does it work” becomes the “let me show you how it works.”

Armed with a strong understanding of the customer’s business and how their data operates, the conversation can be HYPER-RELEVANT to their business needs.

 

Help customers to appreciate the value of their data, where it resides and track its movement

For most clients, DATA is their most valuable asset, and this is in many respects that they may or may not understand.

For Example:

Their 10k client’s data, What happens if that information is stolen? How valuable is it to competitors or just in general? Scraping high value contacts could give someone else easy access to their whole business.

The PII (personally identifiable information) of those 10k clients how much could it be sold for??

The Remediation Costs? Lawyers, lawsuits, damages, paying for services to monitor and protect credit and that is just for starters.

Then come the bad press and the fines. The numbers start exceeding their insurance coverage fast.

 

If your customers don’t know they have a problem, it is hard to solve it…. But the MSP is EXPECTED to KNOW and WARN them BEFORE they have a problem.

This is the conversation you could have.

MSP1 Sales Pitch: “You have this security stack, this is out of date, you need a new this and that… We can do it for $$$$”

MSP2 Sales Pitch: “You have this security stack, this is out of date, you need a new this and that… We can do it for $$$$, but I can do it (better/cheaper/faster) than that company.”

MSP3 Data Driven Sales Pitch: “Last week we did a quick audit of your ‘data at risk’ and we discovered that you potentially have x,xxx files that contain regulated information such as PII (personally identifiable information), credit card details, drivers license or HIPPA information as well as XXXX, XXXXX. The data resides on 21 different machines and are being accessed by 31 different users and 9 different applications.

As I am sure you are aware, You have this security stack, this is out of date, you need a new this and that… Let’s have a conversation about what makes sense for the best plan going forward to reduce your risk on many levels before it impacts your business.

The value of this and most importantly, <strong>DATA</strong> over time is going to change the way conversations are had in the future of business and managing information. New compliance requirements such as CMMC that are 80% focused and an understanding of the what, who, when, where and why and not on access denial will ensure that. Data moves, it gets used, copied, sent to the cloud, downloaded accidentally etc. what has happened over time and what business practices have emerged around that are not only the key to understanding their business but are also a requirement of a compliance audit.

After 5 years of working with MSP’s to help them with their marketing and sales, often the feeling was they had become too commoditized. Break out of that mindset and have the conversation your client really <strong>needs</strong> you to have. While everyone else is selling widgets for dollars, you are a Partner, Advisor and Trusted Consultant who is navigating these ever changing waters with them…. Proactively.

And Reducing Risk!!

Because this is an interesting question for every business.

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