Last week, we published a blog post including some data recovery sales and marketing tips for Gillware Partners. This week, we want to switch gears and give some tips for sales and marketing to our online backup Partners.
Although it can take some time to work with your clients to acclimate them to the idea of sending their failed storage device away for professional data recovery, we’ve found that it’s generally an easier sell than backup. Data recovery is a reactive service, so when people need it, they know they need it. Backup, however, is a proactive service and it can be hard to convince people they need it, especially when everything is going right with their computer and they don’t need to restore data. Much like an insurance policy, people don’t often like to spend money on the “just in case”.
When it comes down to it, people know their data is important to them, but they’re often not inclined to protect it properly. They don’t realize the true importance of their family photos or business records until they wind up in the data recovery lab.
Although backup might seem like a hard sell, with some the right approach, you can successfully market backup services to your customers. The first step is educating your clients.
- Why backup is important: While people might understand the basics of why they should backup their data, they may not have thought through all the implications of data loss. Explain that professional data recovery costs hundreds, even thousands of dollars and even then success cannot always be guaranteed. Go through some potential data loss scenarios, including fires, floods, natural disasters like hurricanes or tornadoes, even theft of a device. Have them think through what would happen if their data were lost for good, whether that means no more baby or wedding pictures, or losing their business due to lost records or other important data.
- What cloud backup is: People are still mystified by the idea of the cloud. Start by explaining that the idea of “the cloud” just refers to something (in this case, their backed up data) being moved to a different location over the internet. There have been a lot of news stories about “the cloud” that might make your customer uneasy about security. Gillware is SOC 2 Type II security audited, and all data is encrypted for safety during storage and transfer.
- Why cloud backup is ideal: If your customer objects to online backup because they use something like an external hard drive or a USB flash drive for backup, refer to number one. Go through those data loss threats again: All of them still apply to a physical backup device located in the same place as the user’s computer. What’s worse is that smaller devices like externals and thumb drives are even more prone to failure due to physical damage like being dropped or put through the wash. Doesn’t seem safe, does it?
The second step is to position backup to your customers in the right way. Talk about backup like an insurance policy against losing your data. You might think you don’t need it, but when you experience data loss, you’ll wish you had had it. Backup costs just a few cents per day, a small price to pay for data security and peace of mind. You should sell backup just like any of the other vital products and services you offer, like virus protection or computer cleanup.
EDIT: As of September 2016, Gillware Online Backup has been acquired by StorageCraft. Click here to learn more about their backup solutions. Click here to learn more about becoming a StorageCraft Partner.