Your managed services marketing strategy should be built around setting and meeting client expectations. Such expectations are what draw them into considering and converting to your products and services. If you say you can do something, and you can’t, they’ll be incensed, and you’ll lose that client. Likewise, if you don’t build enough expectation, who will want to use what you have available for them? There’s a balance. The following tips can help you achieve it:
Honesty in Marketing
Your managed services marketing shouldn’t build up a product that doesn’t deliver as outreach demonstrates. Hyperbole strikes a hard balance. Here’s the deal: there is room for artistic license. Watch a Diet Coke commercial sometime. When you drive through a car wash, a conglomeration of carnival dancers don’t come dancing through your periphery. In fact, Diet Coke is kind of undesirable to a lot of people.
However, because there is so much over-the-top exposition through this kind of advertising, it’s often successful. Here’s the thing: your MSP isn’t a soft drink. If somebody doesn’t like Diet Coke, they can pitch it and not buy it again. Nobody is undermined. Your services aren’t of this swift consumable nature and often feature long-term contracts. If you miss the mark on a long-term contract, you’re going to make people downright irate. That’s bad internally, and will likely end up being bad externally, as well.
Anticipating and Eliminating Negative Surprises
Small print in smartphone contracts often lines out activation fees, service charges, and bill changes that aren’t communicated to the customer when the sale is secured. These come as unpleasant, negative surprises after the first month’s service. You don’t want to do that to your clients–not if you want them to be long-term. Know where there may be deferment or additional costs, and be upfront about them.
Being Proactive in Means by Which You Educate Clients
Technology is always in transition. Gordon Moore noticed about a yearly doubling, which has reached a cruising altitude of about 18 months. Every 18 months, computational technology doubles on itself. What you’re providing now will be anachronistic in a decade, and clientele must upgrade. Educate them about this and additional needs as they develop pertaining to security and mobility.
If Service Is Abridged, Take Responsibility to Fix It
If clients experience an interruption in service for one reason or another, even if it’s not your fault, take responsibility and fix it as quick as you can. This maintains satisfaction and enables positive security expectations among clients.
Delivering on Expectations
A managed services marketing team that’s proactive in education, fixes service interruptions swiftly with no blame-game rhetoric, anticipates and offsets negative surprises, and markets honestly, is apt to deliver achievable client expectations. Consider your existing strategies and where to improve.