Give it a good name.
A big mistake a lot of MSPs make is calling their managed services program "managed services." That's akin to a bottled water company labeling their product "bottled water."
Instead, name it something like the "Ultimate Computer Care" plan or "Effortless IT" or the "Peace of Mind for Your PC" plan. Don't just call it the generic name for what you do.
After all, you want to brand your service with your name...not give it a generic name that everyone else uses. Not only is it boring and unexciting, but naming it "managed services" instantly catagorizes you as just another MSP, or as a "no-frills" provider of managed IT services.
Just look at all the major brands in the supermarket. Wheat flakes are "Wheaties, The Breakfast of Champions." Bottled water is "Dasani" or "Penta" or "Aquafina." Colgate, Crest, and Rembrant don't name their products "toothpaste." The only company that does that is usually the no-frills, cheap supermarket brand.
Bottom line, if you want to differentiate your services from the competition, start with a good name.
2 comments:
Robin, does the mainstream (non-techie) business decision maker really understand what the term "managed services" actually means?
Is this issue actually a bigger problem than merely branding a managed service offering with a distinctive name?
Hi David,
Some business owners might know what it means, but most do not. I think the best mantra for you to remember is what my good friend Joe Polish says...
"People don't buy from you because they understand what you do...they buy because they feel understood."
Make sure you are getting people to trust you and sell them on the RESULTS you will be able to deliver via your managed services program. Provide lots of testimonials - even a guarantee - to demonstrate your confidence in your ability to deliver.
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