One of the most common laments we hear from IT managed services providers is over-delivery of too many different services. They feel they serve their clients more than needed and the services go unused by the clients.
Account managers end up doing more IT consulting than they should, demands for IT consultation are unlimited, and the IT company invests time on IT projects that never start. Here we delve into the root of the problems and learn what to do about them!
Clients will start with questions like “What is the best application for this problem? Why are people not productive? How do we manage various IT related vendors?”, etc. However most IT companies do not have the right model for IT consultancy, and try to address those needs without a viable revenue model.
The result of over-delivery is diminished return on service investment. Not only do we do too much but at the same time we set unreasonable expectations with the client. We teach them that we do it for free, or that any request is covered already, and that blocks our ability to implement a profit model, if we even have one.
Let's quickly see the six causes of over-delivery and review a solution.
After talking with dozens of IT managed services providers and analyzing more than 500 MSP websites, we have a pretty clear understanding why the online marketing of MSPs has been broken.
If you are reliably and predictably generating the right leads then you can skip this - just check the short MSP website grader at the bottom. Otherwise stay tuned and read this short article.
Before we start, we need to establish one thing: "Clients we desire do not have IT problems anymore."
If they have visible IT problems, they are not good for us. Why? Well, if in 2015 a potential client has not been able to find someone who can take care of their basic IT needs we have to watch out. They either have not been able to or have not wanted to spend on IT.
Our best customers are the ones who understand IT and want more services because they think technology can deliver value to them.
The only way we’ll see qualifying prospects with visible IT problems in a given department is when the IT provider has been dropping the ball continually, and we all know this is happening less and less frequently.
Most potential clients have solved the MSP 1.0 problems: infrastructure, networks, devices, virtualization, and some cloud. We need those people because they want to move forward. These are our "best potential clients." Unfortunately, they have solved the traditional problems with someone else, but that does not dictate that they have to continue to solve their next challenges without us.
If we agree on this, we can now start analyzing why our current websites are not working.
The most boring section on a website - after the "Contact us" page - has to be the "About us" and "Our team" pages. As that was on our mind when we created our new website, we faced a challenge of what to put into the “About our team” section. Thus we’ve created a special page for our "boundaryless" organization. This includes all the technology solutions we are using (Google, Apple, HubSpot, Evernote, etc.), and we have given them real company roles. We have included the Founder managed services providers who help us to push the movement in the right directions, and we’ve further included all our friends who helped us in various ways..
I got some interesting feedback in a few conversations lately since we redesigned our website. “I was going to change the ‘Our team’ page like you did.” So I thought I should offer a more comprehensive response. I’d like to show you how you can use this approach on your MSP website to engage more prospects and clients.
MSP 2.0 blog
The BLOG discusses more about the future of doing managed services in the Cloud era. Design, develop services, create value propositions, manage the sales funnel, deliver the services, create a world class team, and win.