Selling BDR: 3 Essential Principles for the Sales Team

Selling data backup and disaster recovery (BDR) solutions doesn’t need to be complicated. Like anything else, focusing on some key principles can make the difference between doing a good job or losing the prospect.

So how should MSPs approach BDR sales? MSPmentor reached out to CCNS Consulting owner Karl Bickmore to find out. He suggested the following must-haves for any BDR sales team:

Believe in the product

Above all, Bickmore stressed the importance of a sales representative believing in the BDR solution he or she is selling.

"It is one thing to say what a BDR solution is and explain the features," he said. "I want them to know it emotionally."

He convinces his sales representatives to believe in the product by sharing customer experiences, revealing how the solution they are selling has made a difference to customers in the past.

Understand the value proposition

"Our sales people must understand that BDR is more than just a backup solution," he said. "It is disaster recovery, it is uptime when hardware fails, and it is compliance."

His sales team understands the value proposition of BDR, he said. Without a viable solution, business will be vulnerable to disasters, and that's how why his sales team places such a high value on his offering.

Promote the uniqueness of the solution

There are plenty of BDR solutions out there, and your sales team needs to understand why the one they are selling is better than the rest.

"We give them a hit-list of what is different about the BDR versus every major alternative option," he said. "This allows them to educate the customer on why the alternative is not as good if/when those objections come up."