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Article Title: Marketing Network Support Services Successfully
Author: Andre Bell
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A manager of a large, but struggling, network support provider
confided in me, "we all sell the same thing... there's no
difference between what one network support company offers
compared to another."
Here's the problem with his vision... when you see yourself as
providing essentially the same computer support products your
competitors sell, you immediately become a "victim" to brutal
price competition. You are reduced to a commodity where the
company with the lowest price wins.
Winning the lowest price war is the least profitable way to
build a business. And it is the most risky. Lowest price
attracts the most disloyal group of buyers. I call them "the
cheapskates"
your legs out from under you by beating your price.
If you can't see and articulate a clear competitive advantage,
your potential client won't see a reason to choose you over
someone else. There is a solution. But cutting your price isn't
the way to go.
There are more profitable ways to win more than your share of
business without dropping your price. How? You could become a
celebrity within your industry. You could become the high-price
leader who only deals with a certain caliber of clients.
You can also differentiate by the way you market your business.
In every industry there are marketing strategies that are
accepted as "the right way" to build a business. Unfortunately
when you do what everyone else is doing, you sound and look
like everyone else. You become a commodity.
One solution to this problem is to borrow strategies from other
industries. Using marketing techniques uncommon to the computer
support industry instantly makes you distinct. You sound unique
because no one else sounds like you. And if anyone tries to copy
you, they instantly sound like a copy cat. A "me too" loser.
Besides differentiating yourself by selecting from over 100
different marketing strategies you can:
- position yourself as first in some category or accomplishment
or activity
- be contrarian in your marketing approach or service
- set yourself apart by being exclusive in the type of client
you will accept or the types of services you deliver
Here are nine strategies that will help you differentiate your
business while you attract new clients, sell more to existing
clients and control client attrition:
1) Improve the efficiency and responsiveness of the marketing
you're already doing
2) Define and clearly articulate a dominant competitive
advantage
3) Cross sell, upsell, back end sell, look for reactivation
opportunities
4) Develop complimentary alliances with other businesses
5) Exploit advertising media opportunities
6) Develop community relations and publicity opportunities
7) Profit from direct response marketing and advertising
8) Gain new business and sell more to existing clients through
smart use of the internet
9) Find new uses for your products and services you may have
overlooked until now
The reason these nine strategies will instantly differentiate
you is because this process takes a non-traditional approach to
marketing. Traditional marketing involves paying more and more
money in ads or worse, cold calling people who don't want to
hear from you.
This non-traditional marketing approach focuses on what you're
already doing (or should be doing) and making it more
responsive and more predictable without sounding like everyone
else.
This is critical because in today's global marketplace
differentiating yourself in the mind of clients and potential
clients is the key to a company's survival. Failure to
differentiate is the number one reason I believe companies
struggle unnecessarily.
You may publish this article in your newsletter, on your
website, or other publication as long as the article content is
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Notification of the use of this article is appreciated, but not
required. Andre can be reached at
http://www.andrebel
About The Author: Andre Bell is an author and business growth
strategist. Andre specializes in helping network and computer
support companies discover what it takes to maximize profits
from every marketing communication. Visit
http://www.kingofst
grow your service business.
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