Selling managed services is very different from selling technology or telecommunications, and potential MS customers need to understand this clearly. It’s solution selling – creating solutions that hit the customer’s pain points, rather than selling a product with a specific feature at a specific price. One of the best Managed Services Sales Executives I’ve worked with over the years always asked his BDMs, “What’s the most compelling event that would cause this customer to buy? I think this sums up a key aspect of selling managed services. It’s not about meeting with customers to explain the services you offer and the value and benefits they bring. It is about meeting the customer at the right level, asking the right questions, listening carefully with clarity and understanding them fully. Only then can you think about how to communicate the solutions you might have.
There are two types of managed services sales: managed services-attached sales and managed services-led sales. An attached sale is when you are selling a technology or transport solution as a vendor. You sell the solution and then sell managed services on top of it. A managed services-led sale is when the trigger for the sale is the actual managed service. In an attach sale, the actual technology or transport solution is the attractive event. Most Managed Service sales are therefore keyed by an engaging event. Finding a compelling event is what you will do.