The days of simply being an MSP company offering sufficient enticement to attract a winning number of clients are over. The market has largely been educated now and almost every competitor is probably marketing itself as an ‘expert’ managed service provider (MSP). That leaves only two options for enticing new business: pricing and differentiation.
Failure to differentiate will leave you in a race to the bottom that ultimately isn’t any good for your business, your clients, or even the wider market. Just cutting prices helps nobody. But how can you use differentiation when everyone fighting for your market has access to largely the same offerings? Here is some guidance on how the people in your business can provide powerful ways to differentiate you from the competition.
The people in an MSP company can really make the difference between happy clients and unhappy clients. It is so easy to automate MSP products that there is a tendency to think that all clients will love the ability to easily control their own platforms. But remember: your clients are after managed services. By making sure you always offer human interaction and a way to get in contact with people who can understand the problems and help implement solutions, you can guarantee the happiness of your clients. Happy clients notice the difference.
The bottom line is that you get business from clients who have people problems. Sure, they may be using your technology to solve those problems but it all boils down to people who have problems that need to be solved. Extending your people support to provide tailored solutions — even if that only means helping clients better understand how to configure standard services — is a fantastic way to differentiate your business from the competition.
Do you see where I’m headed? We’re back to a people-based method for differentiating your products. The effects of solid support run far deeper than simply eliminating problems. They build engagement and, more importantly, confidence. And every single support interaction is another opportunity to build a better understanding of your clients. What are their problems? How do you solve them? How can these angles be integrated into your marketing to build the message of differentiation?
Remember that no matter how you manage to differentiate yourself from every other MSP company, if that difference isn’t communicated to your clients and the market, it won’t be helping you. Part of that communication will be built into the areas we’ve discussed above. However, you’ll need to pay close attention to how your people are making the difference, how your differentiation is winning for your clients. Encapsulating the essence of that people-driven differentiation in your marcoms, perhaps even into your corporate branding, will help you pull ahead of the competition.