There’s a very common MSP origin story out there that is just fascinating.

It starts with someone maybe 20 years ago who found themselves repairing laptops and desktop computers for friends and family at their kitchen table. After a while, this person listened to all the family and friends who said, “You’re really good at this, you should open a business!” And so, they did. 

The business slowly grew, and over time its focus changed from offering break-fix services to providing managed services to businesses. 

Today that business is employing 10-15 people, and the owner is wearing many hats. Sales, service, operations, and there’s always too much to do when you’re a business owner. 

• Leads most often come in via referrals.  
• Every opportunity that comes in gets jumped on because lead flow is so lumpy. 
• The operation is run on a generalist principle. 
• And lead flow is not great. 

Growing a business isn’t just about offering great products or services; it’s about answering a crucial question for your customers: “Why choose us?”

Marketing’s role is to convey this answer, but first, we need to know what that answer actually is.

It’s all about finding what sets us apart.

When there’s no standout feature, businesses often default to competing on price – a strategy that’s not always sustainable.

Here’s the thing: claiming to have the best team isn’t a unique differentiator. It’s what everyone says.

And the tech specs? To the everyday customer, that’s just tech jargon. They don’t really get into the nitty-gritty of it and, frankly, they’d rather not.

So, what really makes a difference? Specializing. Having deep, niche expertise in a specific solution, paired with extensive knowledge of one or two industries. It’s about being a master of one, not a jack of all trades.

This approach is about understanding your customers’ industry inside-out, speaking their language, and really getting their business. That’s how you build trust.

But, being specialized doesn’t mean being myopic. Just as we focus on our strengths, we recognize and value others’ expertise in areas our customers need.

Here at Azamba, that’s exactly what we’ve done. We’ve honed our brand and know exactly who our ideal customer is. This isn’t just our business strategy; it’s our promise to understand and serve our clients better than anyone else.

As your MSP grows, consider the following:

The 4 Pillars of an Effective Brand:

Differentiation is like the brand’s reason for being. It’s what sets you apart – your unique selling proposition. It’s about effective communication of your specialization – what do best. What verticals are you best at? What patterns do you see in the types of customers you already have?

Relevance means being more than just a brand – it’s about being the right brand for your customers. Make sure your services are not just top-notch, but also exactly what your customers need. It’s about being important and appropriate in their world, not just yours.

Esteem is all about respect and reputation. You’re not just another company; you’ve earned your stripes through consistent, quality work. Your customers know you, respect you, and trust you, so don’t hide that from your future customers!

Knowledge is about you being more than just a provider; you’re a repository of insight and information. This depth of knowledge ensures that you are not only confident in what you’re talking about but also proficient in delivering solutions that are tailored and effective. Customers who recognize this expertise trust you for your proficiency and the value you bring to their specific needs.

Visit our LinkedIn page for tons of insightful resources.

You’ll find detailed information about our partnering opportunities, along with valuable MSP webinar content. We discuss tailored solutions and industry-specific knowledge – just a click away on our LinkedIn. Explore now and see the impact of targeted expertise on your business.