Incorporating “High Touch” Techniques after the Sale
An MSP business using “high touch” techniques like a loyalty ambassador is going to retain customers longer while simultaneously uncovering selling opportunities otherwise missed. This happens for three primary reasons:
- Customer perception
- Natural transition developments
- Preventing issues before they start
The way in which customers perceive your operations is going to be a big factor in whether they retain your services for the long haul or not. A lot of MSPs will acquire new clients, and the moment those clients have been secured, they practically disappear. There’s a very casual attitude toward them after the fact. Certainly, the MSP delivers requisite services and ensures they are paid, but it’s like they do the courtship dance for wooing and then ignore the bride after the fact.
Here’s one of the reasons that happens: there’s a lot going on within any given business and it’s difficult for marketing individuals, salespeople, and IT professionals to constantly check in on acquired clients in order that their satisfaction and needs are continuously assured. When this happens, positive client perceptions of a given MSP will drop off. They’ll feel they aren’t cherished or valued as a client, and search for an MSP who will give them the attention necessary. However, if you’ve got a designated loyalty ambassador whose job it is to check up on all your clients throughout a given month, this gives the perception of caring and value. It makes the customer feel special and makes it much less likely that they’ll traipse off with some other MSP.
Natural Transitional Developments
Especially right after you’ve brought on a new client, there are going to be needs which arise that are somewhat unique to the transition. Without a loyalty ambassador, it can be difficult to meet these needs. It’s hard to know where and when they’ll crop up intrinsically; the client needs to tell the MSP business where there is overkill and under-representation in order that a balance may be attained. You can expect such developments, and if you don’t have some kind of loyalty ambassador, you’re going to miss a lot of selling opportunities. Additionally, you’ll miss a lot of “little things” which could spell the end of your client/provider relationship.
Preventing Issues before They Start
As your organization acquires more clients, you’re going to have more patterns become readily recognizable. Certain server usages, cloud computing needs, backup and data recovery exigencies, and upgrade requirements are all going to begin taking on somewhat repetitive patterns. If you apprise your loyalty ambassador of this situation, they can have several probing questions in their back pocket for when a new client starts exhibiting recognizable signals pertaining to such patterns. When that happens, the ambassador can point out that this service or that service, this practice or that practice, this upgrade or that upgrade may best serve their needs. It’s almost like a built-in sale.
For example: when you get somebody on the cloud, there are a number of cloud applications which can streamline operations, are cost-effective, and may require a slight increase in the monthly costs paid to a given MSP for service. But the savings clients achieve are greater than the increased cloud-computing expense. So it’s a win for the client, which means that ultimately, it’s a win for the MSP. Look for situations like this and let the loyalty representative have the information they need to best help the client, and perhaps, usher in additional sales.
Loyalty Representatives Can Be Strategically Integral
Your MSP business can really save a lot of money by retaining clients and expanding sales income through the use of a loyalty representative. Hire somebody whose dedicated job it is to check in on customers, probe for transitional needs, and let clients know about available services which fit their situation. This is a win-win situation functioning in a sort of upward spiral of positiveness. The customer’s perception is warmed toward the organization in question as they feel valued. Additionally, they can get the most advantageous services, making the MSP providing them greater profit even as the client themselves experiences the same. Loyalty representatives make sound business sense.