How Mid-Market Tech Vendors Can Retain Customers During a Downturn

When times are good, many B2B products are considered mission-critical. This year, as many businesses’ ambitions and forecasts recede, and goals pivot, that term rings hollow. Value is now measured carefully against changing business goals. As a mid-market technology vendor, you might be considering aggressive discounting, or cutting your own costs to the bone. In the long-term, however, these approaches can lock a mid-market business, whose brand may be less well-established than a larger enterprise, into a race to the bottom. In the best of times, it takes a lot to save accounts that are at risk of churning. When the risk is widespread, and customers’ emotions are running high both personally and organizationally, it takes far more. This article discusses three strategies that will help you save your accounts. When executed with a spirit of partnership and empathy, plenty of hard work, and a little improvisation, mid-market tech vendors can keep more of the customers on whom their future growth depends.