The reality is that many MSPs sound exactly the same. Everyone claims to be proactive, reliable, customer-focused and trusted. While those things are important, they’re also what customers expect as a minimum. They don’t explain why your business is different.
Strong positioning helps answer some important questions:
- Who are we best suited to help?
- What problems do we solve particularly well?
- Why do clients choose us?
- What makes us different from other MSPs?
- What do we want to be known for?
The more clearly you can answer those questions, the easier it becomes for potential customers to understand your value and see whether you’re the right fit for them.
Three Quick Positioning Tips
Know your ideal customer: Not every business is your ideal customer. Think about the clients you enjoy working with most and where you deliver the best results.
Find your point of difference: Look beyond technical capabilities. Is it your responsiveness? Industry expertise? Strategic advice? Customer experience? What do clients consistently praise you for?
Focus on outcomes, not technology: Customers care less about the tools you use and more about the results you deliver. Talk about productivity, growth, security and peace of mind rather than features and specifications.
Getting your positioning right makes everything else easier – from your website and content through to sales conversations and social media. It’s the first building block of a strong MSP brand, and it’s worth taking the time to get it right.
In the next episode, we’ll look at messaging and how to communicate your value in a way that resonates with the customers you want to attract.
