With the growing competition in the MSP landscape, developing a unique selling proposition is more important than ever. As the marketing continues to evolve and consolidate, it can be tough to identify and articulate what makes your MSP unique – especially in a services-based environment. You need to offer prospects an immediate glimpse of what sets your company apart in order to effectively sell your services and close more deals. So, how exactly can you make yourself stand out from all of the managed IT services offerings available?
On a recent episode of MSP Radio, we sat down with James Kernan, Senior Consultant at Kernan Consulting, Inc. James is an expert in this area and has worked with many MSPs to help differentiate their businesses from the competition. A unique selling proposition (USP) can play an important role in bringing on new clients and differentiating yourself in the market. Today, many MSPs still struggle with defining their USP, but here’s some valuable advice from James to help overcome this obstacle:
“Most people I engage with from a consulting standpoint struggle with identifying their unique selling proposition… A unique selling proposition really refers to the unique benefit that you can offer customers, and it points out how you can stand out and differentiate yourself from your competitors. So, there’s two points to that really. Number 1; it’s your customer’s perspective, it’s not your perspective. Number 2; you need to know the competitive landscape in your marketplace.”
Later, James went on the discuss why it is so important to have a clear and effective USP and the benefits it can have for both existing and potential clients. Here’s what he has to say:
“It helps drive new business, it helps from a communication standpoint into the existing clientele. Like you said, we’re in a services industry, people do business with people. Our customers like us and they want to see us do well. The unique selling proposition is such a fundamental, basic part of marketing, but it can really drive a lot of revenue because it forces you to better communicate not only to your customers but also to your prospects… I can’t stress how important this is, it really drives the business in all aspects of sales, marketing and business development.”
By Gretchen Hoffman