There’s nothing like the gut punch of losing a major client to wake you up to the gaps in your business. Whether they bailed for price, performance or promises made by a competitor, the outcome is the same: a hole in your monthly recurring revenue and a rising sense of panic.

But here’s the good news, losing a big client can be a blessing in disguise if you respond like a savvy operator instead of an emotional wreck.

Here’s how.

Step 1: Figure Out Why They Left (And Fix It)

Before you go chasing new revenue, plug the leak.

Did they leave because your service was slipping? Was it a communication breakdown? Or did a competitor offer more for less? Whatever the cause, do a post-mortem. Losing a client without learning from it is a double loss.

If it’s an internal issue, fix it. Tighten up your service delivery. Clean up your QBR process. Raise your standard and build that into your sales strategy moving forward.

If it was pricing, revisit how you communicate your value, especially if your packages are nickel-and-dime line items instead of bundled offers that position you as a strategic partner. (This is exactly why we hammer on how to sell MSP services.)

Step 2: Maximize Your Current Client Base

Most MSPs are sitting on untapped revenue in their own backyard.

Start with a quick audit:

• Are there unbilled services?
• Unmanaged devices?
• Expired projects still hanging open?
• Clients who should be under your security stack but aren’t?

Run through your client list and look for easy upsell opportunities, things they should have but haven’t been offered recently. You’ll be surprised how often a 10-minute conversation can unlock a new project or upgrade.

Don’t forget, part of effective MSP marketing is marketing to your existing clients, not just new ones.

Step 3: Ramp Up Lead Generation

Now that you’ve stopped the bleeding and boosted your base, it’s time to go hunting.

Here’s where most MSPs screw this up: they sit around overthinking campaigns, waiting for the “perfect” lead gen idea. Instead, I want you to take massive imperfect action.

Start with this three-pronged attack:

• Reactivate old leads: Go back 6–12 months in your CRM and start calling. Send out a “last chance” offer or a helpful resource. Move them back into motion.
• Work your referral network: Call your best clients and ask, “Who do you know that owns or runs a business like yours that might benefit from what we do?”
• Run a focused campaign: Pick one vertical or offer (e.g., co-managed IT, 24/7 monitoring, cybersecurity audits), and send a direct-mail or email campaign that targets how to get MSP clients just like the one you lost.

And for the love of all things holy, don’t just rely on cold calling or email alone. Mix it up. Phone, email, direct mail, LinkedIn. Hit from every angle.

Step 4: Strategize For Stability

Now’s the time to think bigger than just replacing what you lost. Ask yourself:

• Is your current MSP sales strategy built to scale, or is it reactive?
• Do you have a plan for quarterly client reviews, renewal offers, and cross-sells?
• Are you keeping clients longer than two years, or is there churn happening under your nose?

Building a resilient sales and marketing engine means moving from a feast-or-famine cycle to consistent growth—and it starts with how you respond to setbacks like this.

For more depth on MSP marketing strategies, consider tightening up your local SEO, sharpening your messaging and cleaning up your follow-up sequences.

Five actions you can take today

1. Call 3 past clients or old leads and ask what changed, what they need and what you can do to re-engage them.
2. Run an audit of your current clients: look for un-billed work, upgrade opportunities or unmanaged endpoints.
3. Email your referral champions and ask for one introduction this week.
4. Draft a single-topic email (cybersecurity audit, co-managed IT, etc.) and send it to your cold list.
5. Hold a 15-minute meeting with your team to identify one process or service issue that could cost you another client, and fix it.

Losing a client is painful. But it’s also a chance to tighten up, lean in and come back stronger.

Don’t waste it.

Need help implementing a marketing strategy? Schedule a FREE MSP marketing strategy session. In 60 minutes or less, we’ll show you how to get in front of more high-quality prospects who WANT your services and are ready to buy.