As is the case for any company, there will be occasions where an MSP will lose clients through no fault of their own. Possibly, the client will have left because they want to find a cheaper alternative, maybe they would prefer to move their IT in-house, or they have an unfathomable interest in hiring the latest hot-shots just in case they live up to the hype. Whatever their reasoning, you need to try to be magnanimous, however annoyed or exasperated you feel at their decision. They may be making a huge mistake, but if you can keep on their good side, they may return to you when they finally realize it for themselves— and that’s a good MSP marketing strategy that could help your business succeed.
How Can You Stay on a Former Client’s Good Side?
Firstly, try to understand their reasoning and keep all dealings professional. A few comments on the lines of how sorry you are to see them leave and wishing them well in the future will make them far more receptive to coming back to you if their plans don’t pan out exactly as they are expecting them to. It may be easier to react petulantly, but it will do you no good in the future if you leave them on a sour note.
Secondly, make an effort to keep in touch just in case their move isn’t as successful as they hoped, at least if you are still on their minds and their last memory of you is a pleasant one, there is a chance that they will return to you. Think of it like a romantic relationship. You may be upset at being dumped, but if they remember all your good points when their current IT relationship isn’t working out, they will be more inclined to come back and be your client again.
How to Keep in Touch with Former Clients
There are a number of ways an MSP can stay in touch with former clients, but the crucial part of it is knowing what to say. Remember, you should be treating this like a romantic relationship; you don’t want to be contacting them to desperately ask if their new relationship is working out, it will just make you seem needy. You want to avoid any mention at all of who they have employed to replace you, as all you want to do at the moment is keep your name in the forefront of their mind.
When getting in touch with them for your MSP marketing, perhaps let them know about an article or blog post you have seen that applies to them, or that would be useful for them. It again puts you in a favorable light as someone who is willing to go above and beyond, making it more likely that they will return if they are experiencing problems with your replacement. You could also send them a newsletter. Although it is a little more impersonal, it will still keep your name current. If you make contact in either of these ways, make sure it isn’t too frequent. You don’t want to badger them into submission, you just want to make sure they don’t forget you, so occasionally but consistently is the way to go.
Finally, if you are hosting any events always invite old clients, it may be an ideal opportunity to cement the knowledge that you have the skills they should be taking advantage of.
Have you had clients leave you in the past and then completely lost contact with them? Don’t forget that it is a great deal easier to attract a customer that already knows you and is happy with your work, than finding one from scratch. If you keep in contact with any clients that have left you, then you have two opportunities to benefit. Either they will return to you if the decision they made to leave you didn’t work out for them, or they will recommend you to other people in the industry. Either is likely to get you more work with minimum effort, so keeping in touch with former clients is an easy way to keep these avenues open— and will do wonders for your MSP marketing.