Instead of telling you what I think, I want to know what you all think. In a commodity type business, such as IT support, you look for any distinct advantage, any method of differentiation that you can to market your business. It’s tough because there are so many strategies. If you develop a new product or service that no one has in order to differentiate yourself, you will soon be copied and lose that edge. Re-bundle your services, same thing.

When I sat down with our customer advisory council about this, we were told our biggest distinction was our customer service. However, I am finding that difficult to market because I want the message to rise above the status of a platitude. When is the last time you went to a networking function only to hear people say the same old crap:

“We pride ourselves on customer service”

“We the most reliable, dependable, etc.”

blah, blah blah. It’s all talk unless you can prove it.

What I want to market, the story that I want to tell the world, is that we are the best at what we do. Something like:

“Everyone claims to have great customer service, but we can prove it!”

Some of the ideas I have had are:

• Promoting that we are the most recommended IT consulting firm on Linkedin.com (already using this)
• Customer Service Award from the Better Business Bureau or some other type of entity (we have a competitor that has done this

I’m not thrilled with the idea of awards because I think people today realize that many such awards are shallow victories. The chance of you winning an award these days seems to be more about who you know than actually possessing the merit to deserve the honor.

I need a way to prove that Carceron is the best at Customer service and I need a way to spread the word. Can you even market customer service?

P.S. If you have any other ideas around differentiation for a managed IT services business such as mine, I am all ears.

P.S.S. I’m not looking for a marketing consultant, so please don’t reply with a solicitation.