The current MSP sales model has evolved from the demise of the capital expenditure model and is dependent on generating recurring revenue. Initial sales are essential for building a customer base, but customer retention is arguably much more difficult and vital for success. So, what do MSPs need to do to build long lasting relationships with SMBs?
To answer this question, MSPs need to understand the entire buyer’s journey—which doesn’t end after making the sale. This customer-centric inquiry helps service providers ensure that they are delivering an optimal customer experience while also setting the stage for retention and advocacy.
Stages of the SMB Buyer’s Journey
The traditional marketing plan ends after the customer signs; however, a more forward-thinking approach includes strategies that continue after the purchase. So, rather than the buyer’s journey looking like a funnel (awareness, consideration, commitment), the stages that follow (retention, advocacy) widen the focus, creating a shape like an hourglass.
Awareness
This first stage of the MSP’s buyer’s journey is also the first impression. How did the customer learn about your services? Was it through referral or traditional marketing? It’s crucial for MSPs to know the origins of each customer as it helps in setting the stage for the business relationship.
Consideration
After learning of your services, a prospective customer is probably going to dig more into the other available services in the market. How you differentiate your services is key to converting prospects into sales. In today’s connected and informed world, even the busiest people take the time to research. Your marketing plan should include strategies to arm prospects with persuasive information about why your solution is ideal.
Commitment
The next stage is a sweet song to the sales rep’s ears — a sale. However, converting a prospect to a transaction is still an early step in the MSP relationship. Soliciting feedback at this point is helpful. Why did the customer choose you over other providers? Make sure you know this reason so you can deliver on their expectations.
Retention
Knowing the reason for a successful sale also ties into retention, which is crucial in MSP sales. Happy customers are essential in a relationship-based model. MSPs should have their finger on customers’ pulses often, to ensure that they remain partners.
Advocacy
The final stage cycles back to other sales efforts. We’ve all heard that the best marketing is word of mouth, which results in more receptive referrals. In MSP sales, this saying couldn’t be more applicable. You converted prospects to customers, now covert customers to advocates and answer the top question of new prospects: “Who else uses this MSP’s services?”At D3UC, we help MSPs understand the SMB’s buyer’s journey. We provide tools and support to help you educate your customers. Contact us today to see how we can help you leverage white label voice and unified communications to generate high profit recurring revenue every month of the year!
