Today I want to talk about something that’s a growing challenge for many of you—converting your break-fix clients to managed services.
So many of you still have break-fix clients who haven’t made the leap to managed services, and you’re not sure how to push them in that direction. You’re probably wondering, “How do I package and price it? What should I include in the offering?” Well, let me break it down for you.
Why Move From Break-Fix To Managed Services?
First, let’s be clear: your break-fix clients are leaving themselves wide open to cyberattacks, and the risks are higher than ever. Cybercrime is at an all-time high, and no one—no matter how big or small—is immune to these threats. These clients need someone to manage their network, secure their systems, and keep their business up and running, but they don’t always see the need.
The key to converting them is simple—you need to show them that sticking with break-fix isn’t just risky; it’s reckless.
The Campaign That Works
I want to share a campaign we’ve used successfully to convert break-fix clients to managed services. This is not something you throw out with one email and hope it sticks. It requires a series of emails, phone calls, and a strong sales tool—a customized cybersecurity crisis report.
The goal is to get your client to book an appointment with you, sit down, and have a real conversation about their security and IT needs. But before that meeting, you’ll send them a report that highlights the dangers of staying in a break-fix model. Customize this report to fit their business—it needs to hit home.
This report will focus on:
- The rise in cybercrime
- Regulatory compliance
- The importance of monitoring and maintaining their network
- Data protection and backup strategies in case of ransomware attacks
Make it clear that if they don’t make a change, their business is at serious risk.
How To Use The Campaign
Here’s how you’re going to execute this campaign:
- Email Your Break-Fix Clients: Start with an email to get the conversation going. Make it clear that their current IT strategy isn’t enough and that you need to meet with them to discuss a managed services plan. Don’t just send one email—follow up until they respond.
- Phone Calls: If your emails don’t get a response, pick up the phone. Some clients may need that extra push to realize the urgency of their situation.
- The Cybersecurity Report: Before you sit down with them, send your customized report. Make sure it clearly shows the dangers of staying in a break-fix model and how managed services can protect their business from cyber threats. This report is crucial in convincing them that the switch is not just smart—it’s necessary.
- The Meeting: When you finally sit down with them, ask if they’ve read the report. Use that as the starting point to explain why they need managed services.
Three Approaches To Converting Clients
When it comes to converting your break-fix clients, you’ve got three approaches to consider. You can go soft, medium, or hard—depending on how aggressive you want to be.
- The Hardline Approach: Tell your break-fix clients that after a certain date, you will no longer service their business unless they move to a managed services plan. You’re essentially forcing their hand, but sometimes, that’s what it takes to push them into action.
- The Medium Approach: You raise your break-fix rates but offer them the option of moving to managed services to avoid the price hike. This gives them a financial incentive to make the switch, and you’ll see a good number of clients convert using this method.
- The Soft Approach: You simply recommend they move to managed services without raising prices or forcing a deadline. This is a gentler approach, but while it won’t get you as many conversions as the hardline method, it’s better than nothing.
Why This Works
This campaign works because it’s a clear, step-by-step plan that targets your client’s biggest concern—security. Managed services offer them peace of mind, knowing that someone is monitoring their network and keeping them protected from the growing threat of cyberattacks.
Remember, you’re the expert here. Your clients are relying on you to guide them in the right direction. They might not understand how vulnerable they are, but that’s where you come in. Use this campaign to educate and persuade them. Let them know that break-fix is no longer an option if they want to keep their business secure.
The Time Is Now
There’s no better time to start this campaign than right now. Use this opportunity to remind your clients how important it is to have a managed services plan in place. Don’t wait until they’re hit with a ransomware attack or a data breach to make the switch. Be proactive. Be persistent. And most importantly, be the trusted advisor they need.
