A given MSP business has many issues to contend with— competition, a break-neck pace defining the market, attaining new clientele, employee retention… the list goes on. Of those things, one of the hardest to do will be finding customers you’ve never served before. Stopping that search isn’t feasible; however, you can augment conversion rates by checking in with previous clientele.
Ebb and Flow in Business
The trajectory of business has a sine-wave quality to it. It goes up, it goes down. While a business may be in expansion at one period, and so bring your MSP services into their infrastructure, future economic fluctuation may force them to downsize, ending the relationship.
Yet in the next cycle, when they’re up, if you contact them at the right time, they may be more than happy to work with you again. Following are some tips on converting previous clientele back to your services:
Be Sure You Know What Ended the Previous Relationship
An MSP business needs to understand first and foremost why previous clients ended their relationship with you. It could have been economical. It could have been because they decided to try what another provider was offering. They may have been displeased with you or decided to go with internally-hosted IT support options.
Whatever the case, you need to determine their reason for ending the relationship, and whether that decision has worked out for them or not. For example, you may have told them of an underhanded competitor. Now that it’s been a year and a half, check in with them and see if that competitor is underperforming as you predicted.
Or perhaps the business was in a slump, and now they’ve bounced back. Figure out what made them leave and be sure to address the new situation with new pertinent information when you deliver a second pitch.
Determine Which Previous Clients are Most Likely to Return
Some clients left you because they messed up but blamed the error on you. Sometimes you legitimately made a mistake. There are things which will make it impossible for a client to return. Grade prospective repeat clients like leads and court them accordingly.
Make Goals, Communicate Well, Make It Easy for Clients, Pitch Effectively
Once you know who left and why, as well as whether they’ll sign on with you again, you want to make goals, initiate clear communication, facilitate ease of service resumption, and pitch effectively with all this data.
Using All Available Tools
An MSP business should have a goal-oriented outreach paradigm which makes it easy for previous clients to resume service, grades clients on their likelihood of returning, and operates from an understanding of why they left in the first place. Such an approach should expand conversion without requiring increased marketing costs aimed at totally new clients. Don’t neglect such outreach, but also don’t neglect to court previous clients.