Read March’s Soar to Success article here
Are you an MSP actively operating in today’s marketplace? If so, have you identified your USP, or Unique Selling Proposition? From the myriad of MSPs that I have had the chance to converse with over the years, it appears that less than 1% of them actually have a clear and concise USP.
So, is having a USP critical for your success? The simple answer is a resounding YES, and allow me to delve deeper and provide the reasons why.
The Managed Services Provider (MSP) industry is a brutally competitive field. In today’s digital world, almost anyone with a fundamental understanding of computers and IT can easily establish a website, dub themselves an MSP, and offer their services to the public. While this is a sad reality, it is nevertheless true.
The Customer’s Perspective
Imagine the scenario from your potential client’s perspective. They are in desperate need of IT services and so they Google “IT services in [their city].” The search results page floods with numerous MSPs, most of which seemingly offer the same services with very minimal distinction or differentiation. This leaves your potential client with a conundrum – whom should they contact from this sea of identical providers? In many cases, their selection process is no more sophisticated than a roll of the dice.
So, what is the best course of action for you as an MSP? To begin, we must first clarify the concept of a USP. A Unique Selling Proposition, or USP, is a distinct feature or benefit that positions your services in a unique light compared to your competitors. This clarifies for your prospects why they should opt for your services over others in the market.
Developing Your USP
Many MSPs misconstrue a USP as a cliched tagline or slogan like “#1 IT Service Provider in X city”. However, a USP should be far more foundational. It forms the cornerstone of your marketing strategy, guiding the creation and optimization of your website, ads, keyword selection, audience targeting, podcast development, and more. Trust me when I say that after many years of professional experience, if you aspire to be a successful MSP in this highly competitive landscape, you must have a clearly defined USP.
So, how do you construct a compelling USP? I suggest you initiate the process by pondering over and providing honest answers to these five questions:
1. What are the strengths and weaknesses of your immediate competitors?
2. Why do your current clients appreciate your services?
3. What sets you apart from your competition?
4. What services or benefits do you provide that your competitors lack?
5. What problems are you adept at solving for your clients?
Incorporating Your USP
A USP isn’t necessarily a lengthy description; it can be a succinct phrase or a detailed paragraph. Its key role is to encapsulate what makes your MSP services different, unique, and ultimately desirable to your target audience. Your answers to these aforementioned questions will serve as an excellent starting point for creating your USP. An important aspect to remember is that a potent USP should not be easy to replicate. If it were, every MSP would have one. Your USP needs to pack a punch and propel you so far ahead of your competitors that it renders competition nearly futile.
To provide further clarity, let’s take a moment to explore a couple of well-known USPs from the business world.
Domino’s Pizza, initially a small Michigan-based pizza company, developed the USP, “We GUARANTEE – Fresh hot pizza, delivered in 30 minutes or less or it’s free!” Their unwavering commitment to this USP has driven their growth into a billion-dollar enterprise.
Similarly, FedEx established their brand with the USP, “When it absolutely, positively has to be there overnight.” They diligently delivered on this promise, transforming from a small Tennessee-based courier service to one of the most recognized and respected companies worldwide.
How Can We Help?
These examples serve as compelling evidence that an effective USP can indeed drive growth and success.
If you are seeking additional insight into how to strategically grow your MSP, our team at Cloud Services For MSPs is ready and willing to assist. We invite you to give us a call or join our complimentary Cloud Academy here. We look forward to helping you develop your Unique Selling Proposition and chart your course for success!