Guest Column | September 13, 2012

Using Case Studies To Sell Your MSP Business

MSP Business Mgmt GFI

By Scott Calonico, web content manager, GFI MAX

When you market your business to prospective customers, it is useful to be able to demonstrate exactly what your company can do for them. 

It’s valuable to remember that, in many situations, you will be completely unknown to the customers you negotiate with. Unless you have been referred to them, a prospect’s decision as to whether to hire your company will come down to little more than feeling and instinct (and perhaps price!)

Being able to present some relevant case studies can go a long way to strengthen your sales pitch and assure potential clients of your abilities.

Choosing Case Studies

Which of your clients you choose to use for case studies deserves some serious thought.

First, it is worth considering the things you would typically do for new customers, and thinking of some projects you have completed successfully for exiting clients.

The projects you focus on will depend on the exact range of services you provide. As an example, you may choose to produce a case study on a successful cloud migration, another for a desktop roll-out and another detailing transitioning a company from internal IT to a full outsourced MSP service.

The most important thing is choosing case studies that will resonate with the likely requirements of your potential customers.

If you plan to mention your clients by name (which is recommended to increase the credibility of your case studies) it is essential to gain their permission. At the same time, consider asking the clients if they will agree to acting as a reference. Potential clients are reassured if you tell them you are happy for them to contact your existing clients – even if few will actually do so.

Producing Case Studies

If you are not confident of your writing skills, it is probably worth enlisting someone else on your team to write the case studies, or perhaps outsourcing the task.

You will be able to find plenty of case study templates online. Essentially, you should focus each case study on tangible benefits and go easy on technical detail. Customers don’t want to see a list of the software you installed; they want to know what new features your client ended up with and how they helped their business.

Mentioning specific cost savings and business benefits should be the top priority. A proven case study showing that you saved a company 20% of their annual IT budget will make a prospective customer sit up and take notice – especially if you make it clear that they can approach your existing client for validation.

Producing a set of case studies for your business is a worthwhile use of marketing time. Once they are produced, they can be used again and again with new prospects and provide additional strong content for your company website.

In a crowded MSP marketplace, it’s wise to do everything you can to stand out from your competition. Your quality case studies may one day be the reason why you are awarded a contract instead of a competitor.