In many initial conversations with MSP owners, I often ask them about their current sales process and the answer usually sounds like this:
"We have an initial meeting over the phone, or in person. If that goes well the next step is an assessment and then we send the proposal. I'd say we close about 25%."
The problem with that answer, and the main reason I meet with MSPs in the first place, is that MSPs don't get nearly enough of those scenarios per year and that's because they've depended largely on referrals.
MSPs need a Sales Funnel
Back to the example meeting...
"Ok, that makes sense. A 25% close rate for someone recommended. But if they weren't recommended, what's your close rate for an organic lead?"
Sorry, the answer is that it's lower than 25%.
How much lower depends on many factors, but the point is, if you're going to put X dollars into growing your MSP, you should have a revenue goal, and working backwards from there, you need target metrics for each stage in the sales process.
Turning sales into a measurable system is the first step in making it something you can critique with precision.
Sales Funnel Stage Definitions
I've made an easy sales funnel template that you can copy and then customize. Here are the stages. You can find it here.
If you're thinking, "it's just a bunch of formulas!" or "I don't know what to do here!", then book a meeting with me and I'll clone it, explain it and help you make the most of it! Book a meeting
Web traffic - the visitors to your website
Leads - companies that convert on your website via a form.
Marketing Qualified leads - companies that fit the qualifying criteria for the ideal client.
Sales Qualified leads - companies that a sales rep. is working (calling, emailing, inmail, etc.)
Opportunities - companies that have engaged with the sales rep and have agreed to meet.
Clients - companies that buy.
Now, this template is probably too simple, but like with anything we're trying first, it's best to grasp the concept and then get into the nuances.
For example, the funnel doesn't account for inbound or outbound characteristics.
An inbound MQL is a good potential client that researched "IT security services" on Google and converted on your website for a webinar, whereas an outbound MQL is a company we added to your CRM just because they met the standard criteria.
The conversion rates for an inbound lead vs an outbound lead are not equal and the funnel does not account for that.