SMB Nation Blog

Most technology providers have built their business by working with every conceivable type of business. To adapt to changing service models, vendors and channel leaders are strongly recommending vertical focus. The advice is, in large part, based on the way customers search for technology solutions on the internet. Your potential clients are getting more and more specific, looking for service providers that understand their industry.

The great news is that a shift to an industry-specific focus doesn’t mean that you have to leave the rest behind. There is no reason to stop building your regional business through local targeting and face-to-face networking. But the internet has opened up the opportunity to build connections within industry communities that will expand your horizons and extend your business.

If you are like most MSPs, more new business comes through referrals than any other single source of leads. You’re also not alone if you think going to a networking event is on par with a trip to the dentist. With a few simple strategies, you can make your trips to the meetings less stressful…and maybe even something you come to enjoy.

1. Set your long term goals

Just like every business process, you should decide how networking fits into the overall growth of the company. In general, the goal of networking is to build referral business. But, consider different approaches you can take to expanding your referral network, including:

• Expand your connections within the local business community,
• Connect with complementary partners for reciprocal referrals and shared opportunities,
• Build your reputation as an expert in a specific industry.

Of course you can take more than one approach, but it’s better to get deeply involved in one organization than to spread yourself across too many. Shaking hands and trading cards is not enough to build enough trust for someone to be comfortable referring business your way.

While the title of this article may sound redundant, “isn’t being proactive the whole point of BDR?” being sensitive to your approach to marketing BDR services is important. People don’t want to think about disasters – until they happen. By taking a proactive approach to your BDR marketing, you can position yourself as a champion of business.

Business preparedness

The summer months heighten awareness of natural disasters – from fires to hurricanes – for a large part of the country’s population. That awareness provides a good opportunity to educate your clients and prospects about how they can be proactive to protect their businesses. It’s very important that all of your messaging be focused on the business value of preparation. There is a risk of being perceived as a profiteer instead of an advocate if your message is not genuine.

Resist the urge to use scare tactics to sell BDR. The message of business continuity allows you to take a positive approach to the subject. Help your customers imagine the value of keeping the business moving forward in the face of emergency. 

While content marketing has gone mainstream in the past couple of years, MSPs and other technology providers understood the importance of educating prospects long ago. Explaining the value of new technology and what it can do for a business has always been the foundation of marketing for MSPs.