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Influencer

How do you stand out in a crowded market?

I watched as the "Managed Services" buzz spread across an industry of SMB IT Pros. We quickly adopted this model, all in with a fixed monthly fee as our preferred engagement with customers. While others cried and stressed about the risk of doing that (especially those moving from hourly billing or blocks of hours), we have never been burnt and don't regret it for a moment.

Now, at least here in Australia, the Managed Services module in the SMB space seems to be "the norm". The features and benefits of this are plastered across every partner's website. "Focus on what you do best and leave the IT to us". "Know your costs in advance and smooth out the IT services costs peaks and troughs." "No more surprise bills." "Your staff will be more productive because they can call us as much as they like, for any little thing, without worrying that it will cost them more."

There's a saying that a buyer needs to find a difference to justify choosing one thing over another. If you all look the same, the only difference to them may be your price. So the value & benefits of a managed service go out the window if they know that's what they want, and they're trying to choose between you and your competitor to get it.

How do you stand out in a crowded market? What are you saying or doing that's truly different than your competitors? You might not want to give away your IP secrets here, but what would you tell a prospective customer?

Influencer

Re: How do you stand out in a crowded market?

Great insights! I think that you should talk about value - especially the business value that you provide. Avoid to talk about technology if you can. And be bold to not ask the customer to sign long contracts - better to give him the ability to terminate with 3 months notice as that will show that you're proud of the value that you provide.

It's also worth to remember that your services will need to be constantly improved and a yearly internal review is a good thing to do. Also - give the customer a few and relevant metrics (SLA) but make sure that your internal SLA is more rich with KPIs and have a higher bar (i.e. lower tolerance for bad quality).

 

Regards, Per

  

Influencer

Re: How do you stand out in a crowded market?

I love that you mentioned contract terms. There's a fear that we need to lock customers into a contract, or we're spreading out risk by making it a 12 month agreement. In reality, a customer is going to cancel when they aren't happy with us, regardless. If they are unhappy, why do you want to shackle that business relationship together for the rest of a long contract term? Long contracts also don't gel with how fast technology and businesses are changing now. Quit being scared and get agile!
Influencer

Re: How do you stand out in a crowded market?

Exactly my view! Win customer's confidence instead of lock them in!

Influencer

Re: How do you stand out in a crowded market?

@MelanieUnwin Care to share your thoughts?

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Influencer

Re: How do you stand out in a crowded market?

I hear this nearly every day! We meet countless partners who are transitioning, or who have transitioned, to a managed service provider and ask HOW DO WE DIFFERENTIATE? We always recommend staying away from price, because it just drives margins down for everyone – which isn’t healthy for any business.

I agree it’s about looking for value, and how business pains are solved. But in addition to that (because everyone says the same thing regarding the value they bring!), we ask partners – what are the areas that you have built up knowledge in? Is this in a particular horizontal or vertical market? What are those insights and can you use them to better create relevant, targeted marketing messages that helps you to differentiate? We also ask them to think about which types of businesses they are best suited to – do they do their best work in the small business space, or medium or enterprise space? Why? What do they know about these organisations that they can use to differentiate? This goes beyond just looking at value – it’s about understanding where they work best, and how to communicate this. It's also about trying to engage in meaningful conversations ealier in that prospect's buying journey - so that you have influenced what they are looking for in a provider, and have already given them some value prior to them (hopefully) engaging with you.

It’s not easy  – and that’s why we’re in business! It’s a journey – and we love this kind of work because, believe it or not, most partners are very different even though they may have similar offerings, sometimes it just takes an outsider to look in and spot the differences.