product positioning Many of my small to medium size clients, such as regional IT service providers, struggle when I ask them what differentiates them from their competitors.  The best they can come up with is often:

  • “We really listen to our customers’ needs.”
  • “Our staff really cares about our customer’s success.”
  • “We take a consultative approach, rather than just trying to sell them stuff.”

Sound familiar? It should. These aren’t differentiators – they’re the minimum requirements to keep the doors open. To effectively explain what makes you better, you need to define and describe it from the customer’s perspective.

If you think your products or services are too much like commodities to stand out, check out this in-store display for a lowly cement screw, used to attach walls to concrete floors or hardware to blocks or bricks.

How My Screw Is Better Why The Customer Should Care
Stikfit T25 Bit For one-handed installation. (Speeds work, reduces effort.)
Serrated head Flush seating . (Improves appearance, makes painting easier.)
Serrated threads For quick install (speeds work).
Sharp point For immediate pickup. (Speeds work, reduces effort.)

In a few dozen words and an easy-to-understand picture, this screw manufacturer has given a harried contractor or do-it-yourselfer four reasons why their “commodity” product will make their life easier.  How can a regional IT services provider do the same for a busy prospect?

We’re Good, Just Like Everyone Else

The first step is the hardest: Identifying those subtle differences that set you apart from all your  “me-too” competitors. These differentiators do exist – the challenge is identifying them and explaining what they mean to the customer.  I’ll use some of the most common strengths I’ve seen in service providers and provide the customer benefits as an illustration.

How My IT Services Are Better Why The Customer Should Care
Platinum certification with leading hardware vendors. Faster and less expensive fixes for problems.
We care. Really. We work nights and weekends to keep you up and running in a jam.
We’re small and locally owned. You don’t have to chase multiple vendors in case of a problem. You can call our CEO’s cell 24/7 if you have an issue with our service.
We understand your industry. We stay on top of the latest technology and best practices in your industry so you don’t have to.

 Next: Do Your Homework

All these are obviously generic benefits for a generic regional IT services firm. But the same process can work for any hardware, software or services vendor. It even works in a new market like the Internet of Things or containers where multiple vendors make “me too” claims.

Whatever your offering, the lesson from this concrete screw holds true: Every product and service has some market differentiators. The hard work is identifying them and explaining in very clear terms how they help the customer.

Author: Bob Scheier
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I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

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