An MSP company needs to emphasize what products or services are unique and relevant to clients. However, it’s one thing to produce a unique value proposition, and quite another to know what about your operation makes you unique. Identification of such qualities can be a challenge.
A Unique Value Proposition (UVP) immediately makes you stand out over competitors. However, a UVP that isn’t relevant to clientele isn’t going to do you much good. Here are a few ways to create a UVP designed to resonate with core clients and make you stand out:
Carefully Determine Your Target Market
An MSP company can’t aim for every potential client who may need some sort of technology service. Such an approach will spread outreach efforts too thin. You need to identify a target market, focus on that market, and tailor outreach messages that direction. You can look at existing clients to help you make the best choices here. Figure out who characterizes the lion’s share of customers and tailor UVPs in their direction.
Compare Your MSP to Others to Identify Differences
What makes you different from competitors? Is it your work ethic? The products or services you provide? Costs? Customer service? Figure out that which differentiates you and incorporate that into your UVP. The idea is to set yourself up as more desirable than competitors, so it’s okay to focus on where you do the job better than your competition. While it’s not a good idea to discredit competitors, it is a good idea to emphasize where you’re stronger.
Know Pain Points Products or Services from Your MSP Resolve
Existing clients generally need your help in specific areas. What are those areas and how can you best show your ability to assuage operational “pain”? Once you know client pain points, you can structure UVPs to zero-in on those issues and show your value directly.
Understand the Core Values for Which Your MSP Ultimately Stands
One MSP may be working with IT groups in China who have an aim toward global technology standards. Meanwhile, across the street, their competitor may have a focus on localized IT solutions. These are value differences. Your values will in a small way attract or defer clients. Find where your core values overlap those of primary clients and emphasize such values in UVPs.
Value Propositions that Resonate with Target Clients and Produce Conversions
When an MSP company understands who its target market is, emphasizes unique differences compared to other companies, understands pain points that it can resolve, and proceeds from a set of core values, this does much in helping that company develop effective UVPs. Consider where your company is at in terms of value propositions and how you can use information like that abbreviated here to make the most effective UVPs.