Do You Know Your Client Onboarding Process?
An MSP business needs to have a process that is clearly understood and used as pertains to the acquisition of new clients. The design should be to convert your clients from single-term customers to long-term patrons who continuously fund your operation while themselves expanding. Now, there are three main areas in the process of sourcing a sustainable client which are worthy of your close consideration:
- Client experiences
- The client’s journey
- Life cycle of the client
If the client has a good experience, their journey will lead them into a productive life cycle with your business. You’re going to spend less on regular customers, you’re going to make more on established ones, and everybody will do better. When clients and MSPs have greater profitability and predictability, it breeds security, which is good for everybody.
Your Client’s Experience
A bad experience means a lost client. A good experience means they’ll likely stay with you. A lot goes into wooing your potential “partner.” You’ve got to have PR, marketing, outreach, and sales contact. Drip marketing is a great way to continuously put your data before a client, and perhaps facilitate a sale. Conventions are also important.
Your Client’s Journey
Your client is traveling through a labyrinth of data. They’ve got many MSPs jockeying for their business. You’ve got to stand out. Do this by being flexible. Put items into your package which can be removed or something of that type. The more flexibility your clients have in choosing packages, the more likely they’ll work with your MSP business. Packaged deals are great, but be prepared to negotiate. If you can make the client a long-term one, you’ll make more money by cutting some services than you do by insisting on the trivial ones through bureaucratic habit.
The Life Cycle of Your Client
Think of the first time your client notices your operation as the “egg” stage. The butterfly of marketing has laid an egg of interest on the trunk of partnership. Through drip-marketing and other outreach programs, your egg grows to pupae and eventually builds a cocoon of consideration around itself. At this point, you want to be the leaf that cocoon hangs from. Perhaps you offer a little pre-butterfly support to help sweeten the deal. This could look like a promotion: “try our services for a month and see if you like what we have to offer before signing a contract” or it could look like something free. But remember: if a free service secures a lucrative long-time client, then you lost nothing and only gained as an MSP.
At any rate, if you do this right, the client will flower into a beautiful Monarch butterfly continuously patronizing your nectar-filled MSP, and bringing other butterflies over to share in the bounty. More eggs are laid and more clients are obtained.
The Life Cycle: Linear
To lay it out in a linear fashion, the client life cycle looks like this:
- Existing client
Just like the cocoon phase of a moth or butterfly, the onboarding phrase is very essential. Ensure your MSP has the flexibility to mold itself around a client. Granted, you’ve got limitations. Look at your competition and see where they’re putting up boundaries, and move yours slightly further than theirs. As time goes by, you can reign it back in— likely your clients will need additional services anyway. But once your client butterfly has begun pollinating your region’s local tech garden, you can’t just forget about it. You’ve got to check in regularly, ensure everything is working as advertised, and don’t forget to upsell clients on new, cutting edge tech. They’re going to need the upgrade eventually anyway; you might as well be the one to sell them on it.
MSP business marketing campaigns which take into account the customer life cycle will naturally provide existing and new clients with an excellent customer experience which culminates in a long journey by the side of your MSP. Do this right and more clients will come even as your best ones profitably flower. Ultimately you’ll have a win-win situation on your hands.