Acquiring a new customer costs five times more than retaining an existing one. The truth is, you have a better shot at targeting current, satisfied clients to grow and maintain a stable flow of recurring revenue for your MSP. Managing and mitigating IT issues firmly puts your MSP in the sights of many different organizations spread across various industries. Take advantage of this position by pitching your unified business continuity and disaster recovery (BCDR) services to achieve new customers.

However, selling unified BCDR the wrong way can leave your existing client base confused and frustrated.  

In this post, we’ll provide some tips on how to get your sales strategy on point to sway your clients’ leadership teams in your favor, especially if they are reluctant to purchase a BCDR solution. 

Define the Problem

As an MSP, you need to understand the problems your c face and what causes them. Start by asking “why” — several times if need be. 

Our clients are at risk!

Why #1: The client is unsure if they can meet the recovery objectives (RTO/RPO) as defined in the BCDR plan.

Why #2: Clients are unable to test and run multiple recoveries.

Why #3: Clients do not have the bandwidth to test regularly.

Why #4: Clients lack automation and their team is burdened by tactical, reactive tickets which are seldom met in a prompt and precise manner.

Why #5: Clients work in silos with limited workflow integrations.

Why #6: The client’s current vendor is unable to adapt to changes swiftly. This forces them to deploy additional solutions.

Find a Solution

Progression and growth cannot take place with a stagnant mindset. Embrace change by identifying new ideas that could provide lasting benefits to your MSP business.  

  • Don’t just settle on the first idea you come up with. Come up with as many ideas as possible in 30-60 minutes. 

  • Evaluate and select ideas that are worthy of further investigation. 

  • Formulate plans to test the validity of different ideas. 

Be Ready for Tough Questions

Think about the following when considering your new pitch: 

  • How will this idea contribute to your client’s company mission? 

  • How will it impact the working relationship between your MSP and its clients?  

  • What changes will clients have to make on their end? 

  • Will there be big changes in budget and resources? 

  • What (if any) will the transition period for implementation look like? 

  • What roadblocks should clients anticipate and how prepared is your MSP to overcome them? 

Practice Breeds Perfection

This is the best time to get your colleagues to help you. Practice your pitch, test it and record it. Keep playing it back until your message is clear and persuasive. 

  • Was the problem/opportunity clearly defined? 

  • Were your colleagues sold on the idea? 

  • Did you come across as professional, clear and confident? 

  • Is the value to your client conveyed through the pitch? 

Build a Business Case for Unified BCDR

A business continuity and disaster recovery (BCDR) solution ensures all businesses operate as close to normal as possible after an unexpected interruption, with minimal loss of data. It is a critical part of any organization’s process to recover from disaster and resume routine operations. Disasters can range from serious weather events, power failure and employee negligence, to hardware or software failure, or cyberattacks. 

While MSPs and IT professionals understand the value of a robust, unified BCDR solution, their clients’ top-level management may not share the same level of enthusiasm. In these situations, it’s important to translate complex technology into simple terms that resonate with key decision makers. Focus on demonstrating how the solution will benefit the clients and less so on how it works or what makes the technology a good fit. 

Terms such as Recovery Time Objective (RTO) and Recovery Point Objective (RPO) come up increasingly in conversations within the C-suite. While these concepts may not seem complex to an MSP, arguments for improving these metrics can be relayed in a more understandable fashion when they’re associated with facts and figures. 

For example, a retailer client makes $50,000 per hour in online sales and their current service plan offers a four-hour RTO. If there is a significant outage, the client projects to lose $200,000 in revenue before systems are backed up and running (not to mention the cost from reputational damage and customer churn). 

However, new unified BCDR solutions offer a one-hour RTO that would cost $100,000. Clients will be able to cut risk by 75% per incident, reducing the potential cost of an outage to just $50,000 and achieving savings of a whopping $150,000 per disaster recovery event. 

Here are some benefits that clients will enjoy against their BCDR investment that you need to highlight: 

  • Helps reduce or control the cost of doing business by minimizing the costs of downtime. 

  • Ensures the integrity of data in the event of system or site-level failures by ensuring reliable and effective disaster recovery. 

  • Supports an increasingly diverse range of applications, data types and retention requirements. 

  • Combats the evolving cyberthreat landscape, including ransomware. 

Finally, Target and Grow Your Business 

Start by testing with one or two accounts. It helps your MSP find out if you have the right BCDR partner that enables business growth. Post evaluation, you might have to swap your existing BCDR vendor before you can go out there and sell in real time. Check out our support and guidance on fleet replacement made easy. 

Once you partner with the right BCDR vendor and your test targeting yields desirable results, you can begin your customer acquisition process.


To accompany your sales approach with relevant marketing collaterals, check out Powered Services — a comprehensive acceleration platform by Kaseya to help MSPs win at every stage of the service lifecycle and grow monthly recurring revenue. 


Request a demo to learn how Unitrends MSP is the right BCDR partner for your organization.