By Jeff Connolly
In managed services, one of the top business challenges facing our members is sales. In fact, this is easily the service business challenge (SBC) that we spend the most time on when conducting on-site workshops with TSIA managed services members. And when we do, most of the focus of the managed service provider is on the “land” motion within the TSIA LAER (Land, Adopt, Expand, Renew) framework.
While landing the initial managed services sale is without a doubt a significant challenge, continually supporting, nurturing, and growing your customer is just as, if not more, important than landing the customer in the first place. We describe these motions as the adopt, expand, and renew (AER) areas that are often grossly neglected by business owners. If organized and staffed properly, focusing on the AER portion of LAER will turn your managed services business into the gift that keeps on giving.