Most MSP owners have a deep desire to grow their business, which is great. If you’re not growing, you’re dying. However, when marketing for new clients, they neglect marketing to their hottest leads – their current customers.
We fell into this trap when we were an MSP. We saw new logos as the indicator of success and our revenue and profit rewarded us for this endeavor. We kept our clients happy, and our client turnover was next to zero. Obviously, we had a handle on client relations, right?
Unfortunately, not.
While our clients were happy, we were missing a massive opportunity to get our clients in an even better place with their technology which would also lead to more revenue and profit for us. We continued our marketing efforts for new clients but improved and increased our client technology reviews, communication, and sales material. These efforts immediately led to an increase in profit, client satisfaction, and we had more money to invest in our next phase of business – becoming a Cloud Service Provider.
We consistently preach this lesson to our clients because of the massive impact it had on our business when we were an MSP. You must be marketing, but that doesn’t just mean marketing to new clients.
So, what does it mean to market to your current clients?
1. The consistent development and introduction of services that will provide real value to your clients
2. Build out client opportunity charts. Get in the habit of creating an outline of every client and every available service that would be useful to each client. Your goal is to “fill in all the gaps.” Make sure Cloud is on this list. While I may be biased in that recommendation, there are not many services that will have such a large benefit to your customer while also increasing your profit significantly.
3. A structured quarterly, semiannual, or annual network and security review. These are always jam packed with value. Both parties get on the same page and people are EXCITED to buy your recommendations.
4. Ensure you set up monthly reporting for computers, server ages, and health. This will consistently drive project and hardware revenue (if you focus in this area).
5. A monthly newsletter to keep them engaged with your business and your latest offerings and recommendations.
6. Schedule drop ins with your clients. Ensure to review the client opportunity chart so you can discuss these specific opportunities with your clients when you stop in.
While this is not an exhaustive list, these are the activities that have the HIGHEST value to your clients and profit. Too many times we hear partners say they don’t consistently market, meet, and sell to their client base.
You tell your team to clear out the low hanging fruit. Time to practice what you preach.
Short on Revenue? Don’t Forget Your Warmest Leads
