As a new MSP startup, one of the most common challenges is figuring out what makes you truly unique. It’s easy to get caught up in the tactical aspects of what you offer—hardware, software, cybersecurity solutions—but the real key to differentiation often lies beyond these specifics. The reality may be that your offerings aren’t drastically different from your competitors, especially if you’re a newcomer. So, how do you stand out? Let’s delve into that.
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Finding Your Unique Selling Proposition (USP)
When I started my business, I faced the same dilemma. There were countless marketing firms out there, all claiming to offer the best services. So, what made me different? Initially, I didn’t have a long list of testimonials or a huge portfolio to showcase. What I did have was a unique philosophy and approach to sales and marketing. I combined sales expertise with marketing strategies, which was unusual because most firms treated these as separate entities. This blended approach became my USP. I even offered a money-back guarantee to build trust and attract my first clients.
For your MSP, consider what unique approach you can bring to the table. Is there a specific niche you can serve better than anyone else? Maybe you specialize in a particular line of business application, or perhaps you have a unique approach to customer service or cybersecurity. Your USP doesn’t always have to be about what you do; it can also be about how you do it.
Consider Niche Specialization: One way to carve out a niche is by focusing on a specific industry or type of client. For example, you could become the go-to MSP for law firms, healthcare providers, or non-profits. Each of these sectors has unique needs and compliance requirements, and positioning yourself as an expert in these areas can set you apart. Specialization not only helps you stand out but also allows you to tailor your marketing efforts more effectively, making it easier to connect with your target audience.
Emphasize Service Excellence: Another aspect of differentiation can be the level of service you provide. In an industry where many MSPs may focus on cost-cutting, you could stand out by offering premium, white-glove service. This could include more personalized support, faster response times, or a dedicated account manager for each client. Sometimes, clients are willing to pay more for a superior service experience, and this can be a compelling selling point.
The Power Of Personal Branding
Sometimes, your unique selling point isn’t a service but who you are. Take, for example, Black Rifle Coffee. The company didn’t revolutionize the coffee industry with a new brewing method. Instead, they built a brand around the founder’s identity as a former Green Beret and a strong supporter of the military and first responders. Their customers buy coffee not just for the product but for what the brand represents.
Leveraging Personal Stories: Sharing your personal story can create a strong emotional connection with potential clients. Whether it’s your journey into the tech industry, overcoming challenges, or a passion for helping businesses succeed, these stories humanize your brand and make it more relatable. People love doing business with those they feel they know and trust, and personal branding can be a powerful tool in building that trust.
Similarly, George Foreman became a household name not just because of a grill but because he used his personal story to connect with people. The grill’s design wasn’t unique; many similar products existed. However, Foreman’s narrative about using the grill to lose weight and stay fit made it compelling. It became the “Lean Mean Grilling Machine” because of his personal endorsement, not because of a revolutionary new design.
Building A Community: Another way to leverage personal branding is by creating a community around your business. This could be an online forum, a LinkedIn group, or even local events. Engaging with your audience regularly can turn them into loyal advocates for your brand. Share valuable content, offer advice, and create opportunities for interaction. Over time, this community can become a valuable asset, providing referrals and positive word-of-mouth that money can’t buy.
Emphasizing Your Philosophy
Your philosophy and approach can also set you apart. In the early days, I stood by my belief that sales and marketing should work hand-in-hand. Most companies keep these departments separate, often leading to miscommunication and inefficiency. By integrating sales and marketing, I ensured that our marketing efforts supported sales initiatives and vice versa. This philosophy still holds today and remains a cornerstone of our business model. It’s a unique approach that not many marketing firms can offer, making us stand out in a crowded market.
Combining Sales And Marketing: One of the biggest mistakes many companies make is treating sales and marketing as entirely separate functions. In reality, they should be two sides of the same coin, working together to achieve a common goal. Marketing should generate leads and create awareness, while sales convert those leads into customers. When these two functions are aligned, the entire process becomes smoother and more efficient. For example, if your marketing campaigns are designed with input from the sales team, they can better address the common objections and pain points potential customers have, making the sales process much easier.
Offering A Guarantee: Another unique aspect of our approach was offering a money-back guarantee. In an industry where results can sometimes be intangible or long-term, this offered potential clients a risk-free way to try our services. It’s a bold move, but it communicates confidence in your offerings and can be a significant differentiator. If you’re confident in the value you provide, consider offering a guarantee as part of your USP. It can be a compelling way to overcome initial objections and get prospects to take that first step.
Conclusion
So, as you’re building your MSP business, think about what makes you unique. It could be your approach, your background, or even your philosophy. Maybe you offer a service in a way that others don’t, or perhaps you’re targeting a niche market that is underserved. Whatever it is, embrace it and make it the cornerstone of your brand. Remember, in a world full of similar products and services, sometimes the best way to stand out is to be unapologetically yourself.
