Case: Convins - MSP Meat Wholesaler

Challenge

We have been supporting this MSP in generating new business for several years. The focus for this project is to approach security officers and IT managers who have relevant security topics on their roadmap within 12 months. Our specialists keep a close eye on the market. Through outbound marketing, we are looking for stakeholders within organizations that meet the criteria that we determined together prior to this project. We speak to various stakeholders every day, each of whom has its own challenges in the field of cybersecurity.

The prospect was first contacted in late Q4 2020. After speaking with various stakeholders, the acquirer finally ended up with the prospect based on a referral. In this story, the prospect is ultimately responsible for IT and IT security. In this story, the prospect is ultimately responsible for IT and IT security; he holds the role of IT manager. In the phone conversation with him, he asks for additional information via email. Because we [rather than given we] operate as an extension of our customers, we are also able to send information emails to prospects on behalf of our customers. From that information email, a new call appointment was made with the acquirer at the IT manager's request.

In the meantime, a ransomware attack takes place at a logistics firm. This eventually led to empty shelves in the cheese department of a well-known supermarket chain. The acquirer brought up this current item during the new call appointment with the prospect. The Microsoft Exchange hack is discussed and it is brought up that they too have several Microsoft servers in place. Then during that call, the acquirer maps out the business case for the MSP and comes to the conclusion that virtually nothing is being done about IT security. It is revealed that the prospect has not looked at security before, indeed, it has never been at the top of the agenda. This while the prospect does express the fear during the phone call of being hacked by so-called "vegetarian hackers."

Solution

Convins provides quality leads through outbound marketing. Our specialists are searching daily for organisations that fit the profile of our clients. In this way we also spotted a great opportunity for the MSP. Our specialists can register with Convins per project and are selected based on their motivation. In addition, we can see internally if a specialist has done a similar project before and, more importantly, what the conversion rate of those leads was. This way we always select the right specialist for the right project and the people within Convins work on a project based on intrinsic motivation.

Then there are two to three dedicated acquirers who are set up on the project using a project information sheet. Convins prepares the project data sheet with the client during the kick-off at our office. After agreement, the project data sheet is leading and the specialists use it as input, as we do not believe in call scripts. In this way, the specialist always has sufficient knowledge about the relevant topics and can serve as a sparring partner for the prospect. The appointment is then scheduled for the MSP's account manager.

Our back office processes the appointment and takes care of the entire administrative process. When making appointments, our specialists go as far as possible in-depth. In this way, we gather as much information as possible about the challenges, infrastructure and opportunities for our customers. From that telephone conversation, a conversation report is written that bundles all the information. This report is ultimately used by the MSP as a guideline for the acquisition meeting with the prospect. The report describes the budget and the size of the organisation based on the number of employees and workplaces.

It also writes extensively about the atmosphere of the conversation, the prospect's challenges and the potential opportunities for the MSP. Convins remains involved with every lead with whom an appointment is made. Our specialists call the client a week in advance to verify whether the appointment can go ahead or needs to be rescheduled. In some cases we also call to verify the client's experience through an after service call.

Result

As a result of the acquisition conversation, the prospect awarded the contract to the MSP on very short notice. The MSP then puts together a plan with their security consultants and begins with a baseline measurement. With that, they first start with an inventory. Interviews are conducted internally and the network and assets are made transparent. This includes looking at patch management, backups, disaster recovery, as well as things like MFA, user awareness and other process-based security risks. On top of that, a technical assessment can be added in the form of a pen test or vulnerability management scan. The results of that assessment are compiled into a report that is delivered to the client based on prioritization. Together with the MSP, the client discusses which points to tackle first. In doing so, the client leans on the advice of the MSP. Working with Convins brings several benefits, including:

• The No Cure No Pay concept has the advantage that the MSP only pays for qualified leads that meet the criteria (billing after the fact)
• Convins calls on behalf of the MSP with a programmed phone number and has an email address of the customer
• Convins functions as an external back office, so the client does not have to worry about the administrative process
• Convins has specialists in house who can switch with clients on a technical level
• We figure out the business case for our clients, so they come to the table well prepared