Standing out in a crowded marketplace is tough for any business—and it’s only going to continue to get tougher. For Managed Service Providers (MSPs), it is particularly challenging. With so many companies offering similar services, how can you position your MSP as the best choice for clients?
It’s not like shopping for new IT services is exactly desirable to begin with—No one leaps out of bed in the morning thinking, “Honey, let’s go shopping for new IT services today!” This makes standing out even harder.
There are many ways to make your MSP stand out, from branding to messaging to customer service. But at the core of your business, MSPs need a unique signature offering. Otherwise, the rest will ring hollow.
Often, MSPs think they already have a unique offering, only to find that their competitors are offering similar solutions. That leaves competing MSPs running a race to zero, as the only thing left to differentiate yourself from the pack is price.
So, what can you do to set yourself apart without undercutting your bottom line? First, it helps to understand how we got here. Then you’ll want to take a good, hard look at your offerings.
The Evolution of MSPs (In a Nutshell)
The MSP industry has come a long way. In the 90s, as tech boomed, MSPs started focusing more on services to stay competitive—especially since big-box stores began to dominate hardware sales. The recurring revenue model took off around this time, with monthly retainers becoming a hallmark of MSP packages. Fast forward to the mid-2000s, when monitoring tools emerged, making it easier for MSPs to quantify service performance and manage complex needs.
The combination of recurring service cycles and offering a menu of managed service tiers made managing those services more complicated: Was the client’s issue billable or included in the package? What if the client’s problem went beyond the scope of their chosen subscription?
This gave rise to the idea of defining and standardizing the Managed Services offering of every company. And now, the challenge lies not only in providing services but in standing out against competitors.
What Makes a Unique MSP Offering?
Creating a unique MSP offering isn’t just about bundling services together. It’s about understanding your clients’ specific needs and crafting solutions that are both tailored and valuable. Here’s how to get started on making your MSP offering stand out:
- Spotting Unique Opportunities
Every client interaction is an opportunity. Whether they come to you from a referral, your website, or an ad, it’s a chance to show them something different. As you explain your services, consider: Are you presenting something that addresses their pain points in a way that your competitors can’t match? Your goal should be to make it easy for clients to see the clear benefits of choosing your MSP right from the start.
- Evaluate and Evolve Your Offers
Take a close look at your current packages. Do they include services that genuinely set you apart? If you’re offering the same basic setup as everyone else, now is the time to make adjustments. Study what your competitors are offering, identify areas where you excel, and emphasize those strengths. Being able to pinpoint three key differences in your offerings can give you an edge and help clients see your value more clearly.
- Highlighting a Compelling Value Proposition
Why should clients choose your MSP over others? A well-crafted value proposition should answer this question confidently. Instead of simply listing services, focus on the unique benefits you bring to the table. What pain points can you solve better than anyone else? Are you faster, more attentive, or more specialized? Building your brand around these standout features can make your offering irresistible.
- Get Expert Guidance
Finally, don’t hesitate to seek out training and resources to refine your approach. MSP-focused training and tools, like CharTec Academy and CORE, can give you insights into successful strategies for crafting unique, competitive offerings. Leveraging these can also help you learn industry best practices, gain fresh perspectives, and connect with experts who can help you build packages that resonate with clients and convert leads into long-term relationships.
A compelling MSP offering doesn’t just happen. It’s built with intention and backed with insight.
The path to standing out as an MSP lies in knowing your clients, honing your unique strengths, and continually refining your service offerings. It’s worth the time investment needed to evaluate, adapt, and put together something that truly sets you apart. When clients see that your MSP offers real, customized solutions that that solve their unique problems, they’ll find it hard to say no to the deal.
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