2. The Benefits of Farming Your Client Base
Most MSP sales teams include a hunter role. Hunters are typically what you
think of when you picture a traditional “sales” role. They hunt down new
prospects who have a need for your managed services and are willing and
able to make a purchase right then and there. Hunters spend the majority of
their time trying to close deals and gain new clients.
In comparison, the farmer’s focus is to engage, grow and maintain
relationships with existing clients. A farmer, or another account management
type role, is a critical component of any MSP sales team.
In this eBook you will find a breakdown of the key tasks a farmer can help
with, as well as some key qualifications for someone to thrive in the farmer
role.
First, the Benefits
of a Farmer.
Introduction
3. The Benefits of Farming Your Client Base: Benefits of a Farmer
1Farmers should be the main point of contact for an existing client. They are
the client’s go-to person for your company and are responsible for getting
every client need properly and promptly addressed. Does the client have
a billing issue? The farmer should steer the client towards your accounting
department. Does the client have a question about contract details? The
farmer can clarify or provide context for any questions the client has. It’s
important to provide a single point of contact, so that your clients always
know who to turn to get assistance.
Serve as a Main Point of Contact
4. The Benefits of Farming Your Client Base: Benefits of a Farmer
2Business Technology Reviews, or BTRs, are becoming an increasingly
important aspect of MSP client management. BTRs are an opportunity to
regularly meet with clients and assess how to provide them with the best
possible solutions to help them meet their business goals, discuss future
changes such as potential growth, and determine how your services can
help clients plan ahead for that growth. “As an upsell strategy, quarterly
reviews are the best time to communicate changes,” says Nathan Austin,
VP of Business Development at Mytech Partners. “We are the technology
guides, so we need to advise our clients on technology changes and what
that means for their businesses.”
Conduct Business Technology Reviews
5. The Benefits of Farming Your Client Base: Benefits of a Farmer
3The farmer can drive upsells and cross-sells for services on existing
accounts. A farmer needs to take the information gathered in a BTR and
evaluate how to effectively translate that knowledge into an additional line
item for an MSP. For example, a new client who is pleased with the service
in one tier of a managed services package might be happy to upgrade to
the next tier of services if the farmer approaches them with the benefits of
the next package. Entry-level packages are great ways to get clients to sign
a contract, but once your MSP proves its value, a farmer can increase the
profitability of the business relationship.
Drive Upsells and Cross-sells
6. The Benefits of Farming Your Client Base: Benefits of a Farmer
4Client retention is key to a typical farmer’s duties. The farmer’s main goal
here is to keep existing clients happy so that your MSP can keep the
recurring revenue rolling in. Farmers need to check in regularly with their
accounts and provide excellent client service to ensure clients’ needs are
met and handled in a timely fashion. Resolving account issues quickly and in
a professional manner are key to satisfying a paying client.
Ensure Client Retention
7. The Benefits of Farming Your Client Base: The Farmer Profile
Even though farmers work closely with existing clients and don’t need to
hunt down new business, they are still a member of a sales organization.
Therefore, it is beneficial for a farmer to possess similar attributes to that
of a traditional salesperson. Here are key traits every good farmer should
possess:
The Farmer Profile
8. The Benefits of Farming Your Client Base: The Farmer Profile
1Business knowledge is highly valuable in the farmer role, especially if your
farmers are going to be meeting regularly with clients to provide business
reviews and consulting. In fact, Nathan Austin of Mytech even values
business savvy above all necessary traits for the farmer role. Business
consultants need to be able to comfortably and effectively hold a strategic
conversation with key decision makers and executives within your client’s
organizations, so be sure to hire accordingly for this role.
Business Acumen
9. The Benefits of Farming Your Client Base: The Farmer Profile
2Another key component to the farmer profile is the ability to make and
maintain great relationships. Farmers must be comfortable interacting with
a variety of personality types and knowing how to read and understand
people effectively. There is a lot personal interaction in this role, so introverts
may not be the greatest fit.
Relationship Savvy
10. The Benefits of Farming Your Client Base: The Farmer Profile
3Farmers must have strong foundational knowledge on every aspect of
the services and solutions your MSP offers. Farmers will be expected to
communicate the value of your solutions to clients, so they need to have
a thorough understanding of everything your MSP offers and what issues
the technology solves. Importantly, in terms of technology knowledge and
prowess, Austin advises that intricate technical knowledge is not always
necessary. “Be patient with your sales team in regards to technology
acumen. Work with them and give them time to learn. If they do not
understand the technical side of the solutions right away, that does not
mean that they will not be a good salesperson. They just need to speak to
the value proposition of the services.”
Knowledge
