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Four Tips for Getting Noticed in the Competitive MSP Market
As the managed services provider (MSP) model of providing information technology (IT) solutions and service continues to become the rule rather than the exception, the market is becoming increasingly crowded and competitive.
If you’re new to the MSP space—whether coming to it as a fresh face or as a value-added reseller (VAR) looking to adapt your business model—you’ll likely face the common challenge of distinguishing your business from the morass of competitors all vying for the same client base and dollars. As with most everything, some of the most obvious tactics work the best in the early going.
Getting a Foothold
“Chances are, you’re going to be starting an MSP with some type of IT background, and with at least a few likely or maybe existing clients,” said Paul Chisholm, chairman and CEO of Waltham, Mass.-based mindSHIFT Technologies, a managed IT environment provider. “You have to go back to the roots you came from in terms of selling to the people you’ve maybe done business with in the past. The real way you differentiate yourself is to have some unique service or service capability that’s far superior to anything the client has. When you’re brand new, it’s the quality of service that’s going to get you that foothold, and from there you grow through reputation.”
Another basic rule for establishing a successful brand awareness with completely new clients is to acknowledge that image is key. If your company can arm itself with a compelling and visually engaging logo (look to graphic design companies for a professional edge), it can go a long ways to attracting the eye of potential clients. If you have a striking and recognizable logo, from there you can build your Web presence around the logo and craft concise and to-the-point taglines that sell your business promise. For existing VARs moving into the MSP space, this may not be as much of a concern if you have a recognized and time-tested logo and Web presence (if not, it may be time for a revamp).
It’s also wise to recognize that traditional rules of public relations and marketing are in a serious state of change. This is particularly true for MSPs, which will more than likely get noticed online than in hardcopy deliverables. While press releases—both hardcopy and e-mail, and through postings on such sites as PRnewswire.com and Businesswire.com—and Web page updates still have their place, it’s also important to recognize such popular online communities like forums and social and professional networking engines such as MySpace, Facebook and LinkedIn. Establishing a presence within those online venues, whether through advertising or tenacious posting, can potentially reach a whole new generation of possible clients, at a fraction of the expense of hardcopy advertising. An MSP may even want to explore creating and hosting its own industry-specific forum in addition to a traditional Web site.
“In today’s world of the Web, you really have to have your marketing tentacles tuned in to how the online world grows and evolves, as well as keeping your own home Web presence easy-to-navigate and use, so customers can easily see what you have to offer and how to contact you, which are key points that people often forget,” said Chisholm. “There’s no question that, in today’s online world, you have to be just as persistent about getting your name noticed through as many Web-based sites as you would more traditional means, maybe even more so.”
Don’t forget to tap into the expertise of other MSPs when possible. While some MSPs may be competing for the same client base as you, others serving a different niche may be willing to share some of their experience and advice, or perhaps even be open to partnership possibilities. Additionally, some MSPs offer training to both new MSPs and VARs making the move to the MSP space.
Patience Is a Virtue
In the end, as with almost any business, there’s a certain amount of luck involved in getting a MSP off the ground and successful, and there’s also a lot of time and patience required to really become established.
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