Standing out as a recognizable brand is a big challenge in the competitive landscape of managed services providers (MSPs). One potent yet often overlooked tool to achieve this differentiation is storytelling.
Even in technical fields like IT, where data and specifications tend to dominate, the human element of stories can transform how prospects perceive and engage with a business.
Reflecting on my early role in Intel’s IT department — a setting far removed from the creative flair of marketing — I leveraged storytelling to make meetings more engaging. I used it as a strategic tool to secure budgets and set priorities. That included understanding the needs of sales teams, and the design tools required to meet those needs, which would result in scoring the budget to serve those needs.
These stories were not peripheral embellishments but central to our business operations. They transformed dry, complex statistics into relatable narratives, clarifying and contextualizing our data in ways that pure data analysis never could.
5 Key Steps
Here’s your action plan to find and use stories that resonate with your business and your customers. These will help you carve out a unique identity for your MSP in a crowded market:
- No. 1 Open Doors: Over the next week, ask open-ended questions in client meetings and internal discussions. This will help unearth the rich stories within your business’ data and daily experiences. Capture any anecdotes or customer testimonials highlighting their challenges and how your services have helped.
Matthew Woodget
- No. 2 Tune In: As you collect these stories, pay close attention to the facts and emotions involved. Note how your services have impacted your clients emotionally and practically. This awareness will help you craft narratives that connect on a deeper level.
- No. 3 Find the Essence: Identify the core message of each story. What are the main challenges? What successes have been achieved? Distilling the essence will allow you to articulate the impact of your MSP more effectively.
- No. 4 Mirror the Journey: Relate these stories to the typical challenges faced in your industry. Use this to align your narratives with the everyday experiences of your target market. This will show how your MSP provides solutions that others may not.
- No. 5 Lay the Foundation: Use these stories in your communications next week — marketing materials, pitches, or casual conversations. Let them serve as a foundation to illustrate your MSP’s value, differentiating your business from the competition with real-life examples.
Build Deeper Connections
By following these steps, you’ll enhance your MSP’s visibility and deepen connections with your clients. These can build up your business as the go-to provider in your area.
So, think about the stories you want to tell. How do they show your strengths? How do they relate to what your clients care about?
Use this week to gather and refine these stories and make every interaction count.
Matthew Woodget is CEO and founder of Go Narrative, which helps business leaders clarify their own stories for better results. He is a technologist, marketer, and storyteller whose marketing pedigree spans over 20 years. Read more cool facts about him on channelWise.
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