No matter what clever name you might come up with, managed services by any other name are still…. managed services. The same goes for cloud marketing, VoIP, unified communications – pretty much every service you offer.
So how do you compete when you and your competitors are all trying to sell the same stuff?
You stop marketing your cloud and other services and start marketing what makes YOU unique. You start marketing YOU. (Hey, we gave you an ebook about this before! You should read it
if you haven’t already, it takes less than 30 minutes and you’ll be an expert by the time you’re done. What? You don’t like to read? Ok. Watch our video about Marketing YOU, instead:)
I know. It seems crazy, but we’re always telling people to stop marketing their services. There’s nothing unique about those services. But there is something unique about you and your company, and the way you deliver those services – and here are three ways to figure out what that is:
1. Talk about what your services DO for the customer.
Many people make the mistake of explaining the details of services they offer. This service does this and that. It’s all about how the service works, the technology behind it, or how it is installed.
Your competitors are explaining the same services. So your prospective customers are most likely going to buy from whichever company offers that same service at the best price.
Be unique. Tell the customer what the services you offer will do for THEM. Show them the benefits of the services, rather than describing how they work.
2. Create a unique offer to go with your product or service.
Ok, so maybe you don’t really offer anything different from that of your competitors. That’s really not a problem, though. You can add features to your service offerings that are
unique, that no one else is offering.
You can offer more support than your competitors.
Or you can give some sort of guarantee that your competitors don’t offer. You know who does that? Domino’s pizza. They said “Pizza delivered in 30 minutes, or it’s free”, and the result was millions of dollars more in revenue.
3. Pretend you don’t have services at all, just offer “solutions to problems”.
I’m telling you – when people hit Google up for help with their technology, they’re not searching for “managed services providers”. They’re looking for answers to their problems. Things like “why won’t my email work?” or “how do I get my network working again so I can make money?”
You know who offers solutions to problems? NyQuil: “The Nighttime, Sniffling, Sneezing, Coughing, Aching, Stuffy head, Fever, So-You-Can-rest Medicine”.
Maybe you should be offering the “Workday, Frustrating, Printer won’t-work, Email can’t send out, Tired-of-working-12-hour-days Technology”. That would be unique, right?