To Be a Master of One or None?
There’s an old saying which applies to MSP marketing. You’ve likely heard someone be called a jack of all trades and a master of none— or a master of one. Well, which is it? The historicity doesn’t matter, what matters is your attitude as an MSP… and common sense.
An MSP must represent itself as a skilled artisan in all things computational. Whether it be desktops, servers, cloud computing, backup and data recovery, hardware builds, software development— the list goes on. There are ubiquitous specializations expected by even the smallest clients. But clientele is key. The more clients you have, the more diversified your services will be. But you’re not going to start out providing national solutions for diverse clients. You’ll likely start out with one or a handful. How good your service is depends on whether you learn how to specialize or not.
Identify Primary Clients
Look at your clients, figure out what kind comprise the majority of your service provisions, and focus on enhancing your solutions regarding those provisions. Then structure your MSP marketing plan accordingly. You want to focus on one industry— you’ll be spread too thin if you focus on every available client to the max.
Granted, you want to provide excellent service for every client you have, but you should be refining service provision and marketing apparatus to target those clients who represent your greatest consumer-base. If you do this right, your profitability will grow year over year and you’ll be able to branch out into other industries around which you can increase specialization.
This will represent an upward spiral. As you discover the idiosyncrasies of your specialization, you’ll get better at marketing that direction, because you’ll know the needs of clients and how to present your services such that they represent solutions for those needs.
Rethink the Box
Now you’re going to want to think outside the box for this to work, but at the same time, in order to fully think outside the box, you’ve got to understand the box itself. For example: if your MSP specializes in providing services for auto care facilities, look at what such facilities need and how to best cater to them.
They’re going to have handheld devices which are used to read the internal computers of vehicles. These will require hardware solutions like heavy-duty cables, and they’ll run on their own programming. Additionally, there is going to be a computer which stores client information, and the software which browses through parts, as well as the kind of vehicle involved, is likely not very intuitive. Have you ever gone to get work done on your car, and sat there for a half hour while the clerk behind the counter