A lot of local and regional IT “solution” providers I work with have a self-esteem issue. When I ask “What differentiates you from your competitors?” they say “Nothing.”
“We just do what everyone else does – install and manage networks, do user support, plan upgrades, execute cloud migrations,” they say. Or, “We try to listen to our customer needs and tailor a solution to them – you know, what everyone does.” Or, “we try to provide good service, but everyone does…our only advantage is we’re local and can get to the customer in half an hour.”
They’re selling themselves short. Every business – every business – has something unique to offer or it wouldn’t exist. Don’t believe me? Read on.
Commodity? Fughedaabout It.
- Chain gas station/convenience store: Even the humblest, no-name, most run-down gas station/snack shop has at least one unique attribute, which is its location. When a customer needs gas or coffee now location is critical. The same is true of a local IT service provider, and rather than shrugging it off as “our only advantage” you can play it up. (See details below.)
- Donut/coffee shop: Here in Boston, we seem to have a Dunkin’ Donuts coffee shop every quarter mile. The ultimate commodity experience, right? But I have friends who swear “their” Dunkin’ makes better coffee than the one down the street. Maybe it’s really the cleanliness or the friendliness of the staff or how fast the drive-through line moves. It doesn’t matter because the customer perceives it as better. And even if other coffee shops across town offer the same clean floor and smiling employees, each shop competes only with those within easy walking or driving distance of their clientele. (Again, IT service providers take note.)
- Handyman: There must be hundreds, if not thousands, of folks who handle odd householder repair jobs in the Boston area. But we stick with one fellow who is 1) exceptionally creative at solving tough problems in our more than 200-year-old house, 2) is meticulous in his craftsmanship, 3) is reasonably priced and 4) shows up when he says he will. (Yes, he is booked solid, and no, you can’t have his number.) As a local IT service provider, you probably share one or more of these winning traits. If so, tout them.
Now, Tell Your Story
How do we turn these elements of differentiation into compelling content for a “commodity” local IT service provider? Through stories other prospective customers can relate to. For example:
- The location advantage: “When the point of sale system crashed at a local party supply store the week before Halloween, the screams about lost sales were for real. Because we were located just across town, we had a technician on site within 30 minutes and the system back up in another hour – just in time for the Saturday afternoon sales crush.”
- The customer service/creativity advantage: “The staff at a local commercial insurance agency found themselves struggling with the new customer service portal rolled out by one of their most popular insurance providers. While training was not part of our existing service offering, we quickly learned the portal, provided training to their staff and wrote custom scripts to integrate it with our client’s CRM and accounting systems. Our client’s staff can nowfocus on business, not learning the new portal, and is even using the new portal to provide special discounts and mobile service to their customers.”
- The “we know your business” advantage: “A local hospital we support was struggling with the shift from the ICD-9 to ICD-10 codes for classifying diseases and treatments. Training their staff on the new codes was hard enough. They had no time or skills to tackle the associated changes to their applications and databases. With our deep understanding of the hospital’s IT infrastructure (much of which we deployed) we were able to handle the technical side of the upgrade with minimal fuss and cost. We even deployed analytic software to help them recover revenue they were missing due to mis-coded treatments.”
Needed: Happy Customers
The best proof of your value is always a real customer, with a name and a face, describing what you do well in their own words. Logicalis US, a global service provider, is among those who do it well (see screen shot above.) If you’re not asking your best local customers for referrals, now’s the time to start. And remember: Just because you’re small and local doesn’t mean you’re not special.
Filed under: Content Marketing For IT Vendors
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