How To Press Your Clients Into Buying Your Service

Before you take one look at that title and scroll away uncomfortably, take a moment to learn how the right kind of pressure can be a win/win for your MSP sales and client wellbeing.

So many MSPs avoid putting pressure on their prospects at all costs. They don’t like the feeling of being a “high-pressure salesperson,” and avoid using doubt or fear when trying to close a deal.

But all pressure isn’t bad. Sometimes it’s exactly what’s needed. Not just for getting more sales for your IT business, but for the business to get the technology and cybersecurity help they need. I’m here to tell you that the right type of pressure is good.

Yes, you heard me right. Pressure is GOOD! The right type, and for the right reasons helps both you and your client. And… no! It doesn’t make you look bad.

Before we jump in, let’s look at two situations involving pressure.

Situation 1: You walk into a clothing store at the mall, and immediately a salesperson rushes over to tell you about their sale on jeans, pressuring you into a pair or two. You didn’t even want jeans; you came in for a t-shirt. You leave.

Situation 2: You walk into a clothing store at the mall and begin browsing for t-shirts. A salesperson comes over to ask if you have any questions about the t-shirts. They also mention a sale on jeans and how great these pair with your t-shirt, and oh by the way the sale ends today. You’re won over and leave happy with your new outfit.

These two scenarios illustrate the difference between good and bad uses of pressure by a salesperson. The pressure in the first situation isn’t focused on the customer’s needs. The second is.

Now, let’s move from t-shirts and jeans to selling cybersecurity and technology services. I’m going to tell you the basic tactics for using pressure in a good way to get more MSP sales and feel comfortable doing it.

1. Always Do What’s In The Best Interest Of Your Client

The reason people often think of sales pressure as a bad thing is that many salespeople do it wrong. They don’t put the client’s best interest first; in fact, they often think of only one thing: their commission.

The first “golden rule” of applying pressure is to always put the client’s needs first. If those needs mean adding a little pressure, then that’s perfectly okay.
I’ll give you an example.

Say that you have a single friend that is moving and doesn’t have any family to help. You happen to have additional time to spare, so you offer to help them make the move. They tell you, “No, that’s okay. I can handle it.” You come back at them with, “No, man! Really, let me help you move.”

Are you applying pressure? Yes! Is that pressure a good thing for them? Yes!

For your cybersecurity and managed services sales, if what you have is the best thing for your client’s needs, then you are doing the right thing by putting a little pressure on them.

That pressure is in their best interests, and it helps them move forward and make a decision.

2. You Want Them To Be Uncomfortable

Making your client a little uncomfortable is good. You want this. People tend to stay stuck in a comfort zone and avoid making any decision because that decision signals the fact that they’ll have to change something.

Decisions are hard and change is difficult. So, pressure that is in the client’s best interest and designed to help them make a positive change for their business is a hundred percent okay.

If you’re trying to sell backup services to your client who doesn’t have any, it’s fine to tell them that according to a recent cybersecurity report by Verizon, Ransomware breaches doubled in frequency in 2021. And that their business is at a high risk of a devastating attack without a good backup system.

Is that applying a little pressure on them? Yes, it is. But that pressure is helping them make a decision that could save their business tens of thousands of dollars if they get hit with ransomware.

It’s okay to get real with them and tell them what happens when companies are unprotected when attacked. They won’t be able to process their invoices. They can’t answer the phones. They won’t be able to get to their files. Their company will basically come to a standstill.

That pressure is making them uncomfortable, yes. But it’s good for them to know the risks of continuing without getting the right systems in place to help them bounce back from a breach or to prevent one in the first place.

3. Ask Questions To Create The Pressure

How do you create the right type of pressure in MSP sales? You ask questions. Questions are your way into adding that little bit of pressure that is going to help you and your client.

When someone is asked a question, they feel compelled to come up with an answer. So, phrase your questions in a way that drives home the point of their need to buy managed IT services and cybersecurity support.

Once you explain the costs of what can happen in a potential cyber crisis, ask questions like:

● Are you okay with this amount of potential loss to your company?
● If you do nothing right now, are you comfortable with the downtime that can occur?
● How fast could you restore all your data and systems should you get hit with ransomware today?

4. Don’t Let Them Off The Hook By Releasing The Pressure

One mistake that I see many MSP business owners make is to let the pressure off. As you’re building up the pressure by explaining what could go wrong and how much it could cost them, don’t release that pressure.

Don’t say, “Oh, it will all be okay” or, “This happens to everyone, it’s okay.” You do NOT want to do this! If you do, then you’re back to square one trying to close the opportunity for your cybersecurity services.

Keep the pressure on so they can be driven in the right direction with their decision. Awkward silences while waiting for them to answer are totally okay. Don’t feel like you have the fill them by releasing pressure.

Final Thoughts On Using Good Pressure In MSP Sales

Remember, that the client’s best interest always comes first when applying good sales pressure. Don’t shy away from pressure just because it may make them or you uncomfortable. Remember, a little bit of being uncomfortable is positive if it helps your customer make a decision that reduces the risk to their business.

Use questions to help increase the pressure and get the client thinking about certain nightmare scenarios. And especially, whether they are ready for them.

As you practice good pressure in selling IT services, you’ll find it becomes one of your best tools, rather than something to shy away from.

Now, go out there and get to it!