Since the summer, we have launched many new customer campaigns. Our market is evolving. IT providers seize the current crisis situation to adapt, also read: The Do’s and Dont’s in crisis communications. We always prepare the campaigns with workshops, customer interviews and an external web and service review. Before we help our new client achieve its ambition.
Not all of our customers understand this. They feel they have adequately informed their customers by handing over product sheets, sales and marketing materials and some background information. What we receive can be categorized into one of the following value statements:
- “We have the best people.”
- “We use the latest technology.”
- “We have 20 Microsoft certified engineers”
- “We have the best platform.”
- “We deliver the best quality.”
- “We deliver the modern workplace”
You get the point, I think.
We have the best people?
So also, that this doesn’t work. It doesn’t work for your target audience. Moreover, you should ask one simple question, and maybe two.
First, what does it mean? What is the best quality, what is the modern workplace, what is the best platform? Second, what does it mean for your customer? Why should they care if you have the best people (by the way, everyone indicates that they have the best people) and that they are certified? What’s in it for them at all?
It says nothing, nothing at all.
So, who are you, and, what do you solve?
Differentiation is essential in an IT market that is becoming increasingly homogeneous. Several vendors have adopted the modern workplace, a Microsoft term. The remote workplace is more or less the same established term and has the same service promise for the customer.
Differentiation begins with your core value. Your DNA, your identity. Although perhaps a bit overhyped, Simon Sinek’s Golden Circle works here. See the video to the right. It is not what and how you deliver that sets you apart, it is why (DNA) you do it that creates the distinction.
But that is only one aspect of your identity. Other aspects include your personal history, the region you operate in, the way you work, your beliefs, your philosophy of life, your … well, it’s all about your values, your unique DNA code, which are important to share. Important to give meaning to.
Create meaning for your customers, for your target audience. Another DNA thing. Why on earth do you want to provide your services to a specific group of people or organizations? Why do you want to be strong in daycare centers, or mental health organizations, or construction companies? Why them? Or better yet, think of a what would trigger a customer the most, why do you want to help them with that?
So, you’re in the Cloud. Who cares?
Well, that’s a little unfair. Your prospect or target audience does care. Better yet, it’s a bit of a disqualification if you’re not active in the cloud. But what value does that give him. He wants to know why you are active in the cloud and what value it can bring him, and…. How it differentiates itself from all other providers in its own market.
And here we come again. It’s about your DNA and identity, combined with your vision for the cloud and the business value it can bring to the customer. Of course, you have the most flexible services, the best performing networks, 100% uptime, a high level of security and all those other boring cloud features. Of course you have. So do all your competitors.
But are you also the one who guides your prospect through that vast amount of metaterminology and features and stickiness in making the choices. Because yes, customers can switch from one provider to another, but they plan to choose for years to come, so you have to help them choose. What are the best choices for them and they can create the most value for themselves.
What value can you offer?
You can start by building trust. Trust that you are looking after their business interests and ambitions with the latest developments in digitalization. Trust that you are the partner to deliver the technology that positively impacts their daily activities. Trust that you understand their operation, too, if … align your DNA with their business activity.
As an example, we help a new managed service provider where the founders all have a can-do mentality. Getting the work done before you go home, and having the drive to prove and show what technology can do for a company. For example, a good match can be found in the construction and installation industry. The DNA‘s match!
Another value is to deliver your solutions based on the intensity of their business processes. As an example in the staffing industry, the search and matching process is a daily intensive activity, necessary to make a match, and business critical. However, not as critical as the salary payment of agency workers, which MUST be done, but which is not as intense. Do you provide the same service for the different processes? I hope not.
Show us that you do understand your DNA. Understand your value to your target audience? We hope that you as an IT Serivce Provider can show and share your technology applicability. We believe technology will move the economy forward, and you are the cornerstone of that movement.