In competitive marketing, differentiation is critical to a company’s success. Have you asked yourself what makes you unique among your competitors? In my experience, the most successful solutions providers are those that have differentiated themselves in a particular focus area that sets them apart from the crowd.
By becoming an expert in a particular area of technology – whether it be information protection, IT compliance or data loss prevention—service providers who focus and go deep in a solution area will be able help their customers address even their most difficult technology pain points. When it comes to protecting their most critical information, customers want to deal with a solutions provider who can demonstrate that they are a true expert and a trusted advisor.
Maintaining expertise in a core focus area will ensure solutions providers are seen as trusted, strategic advisors who give their customers the confidence that they can help them solve real business challenges with technology expertise. Such confidence fosters a relationship of trust and loyalty, and ensures that customers return again and again for expert service they know they can rely on. My advice to solutions providers is to take the time to invest in themselves. The returns are well worth the effort.
