In the process the BDM has to find ways to add value to the sale. The sales BDM needs to become perceived as a value-added resource for the customer. This means someone who can offer ideas to solve key problems or find ways to help customers better exploit the opportunities that lie ahead.

A good way to create demand for your managed services is to think about how you can create events that are attractive to potential customers. For example, you could offer a free trial. In this program, a specified standard service is provided free of charge, and the customer does not pay for it for three to six months. The customer does not pay for it for three to six months, and then has the option to cancel or pay an ongoing monthly fee. We will provide you with the service and make sure that the contract has a clear ‘withdrawal’ clause so that if you leave at the end of the trial period, there are no strings attached and no payment is due.

This will sound risky and reckless. This is because the cost of implementation for any client is significant. However, we need to understand how much work a client has to do in order to run a trial. For our clients, this is just as daunting as implementing a normal managed service. The investment you make to start a trial helps justify why they should use your service at the end of the trial. And once they have experienced and appreciated your service, it will be harder for them to cancel. Why not consider running a programme like this to act as a catalyst for your customers to move to managed services.