OEM, reseller, software partner.
When your business revolves around servicing or consulting on another vendor’s product—like offering consultancy for a specific software suite or project management process—you face a common challenge: sameness. Unless you have exclusivity around a territory or a particular product range, you’re up against competitors who look, sound, and market exactly like you because you’re all talking about the same product.
And standing out doesn’t mean claiming to do the same thing slightly better. Or slightly quicker. Or cheaper (definitely not cheaper). So how do you differentiate yourself and attract customers? Let’s break it down:
Start at the Source: Understand Your Vendor’s Marketing
Your potential customers were sold on the vendor’s product and their buying decisions were driven by the marketing and messaging the vendor used. You should study these campaigns, the ads, website content, sales presentations and more.
There’s a good chance that your vendor has a larger marketing team and budget than you do. So you can capitalise on their market research and informed decisions.
- Mirror their messaging. Align your tone and language with theirs to create a seamless experience for customers.
- Focus on the customer journey. Remember, your service is often an extension of the vendor’s onboarding process. There should be no drop-off in quality, tone, or experience when transitioning from them to you.
By reflecting the vendor’s messaging and values, you position your business as a natural continuation of their brand.
Differentiate Where It Matters
If your competitors are offering the same services as yours, then you need to highlight examples of specialization. Have you handled niche projects or unique use cases? Use those to carve out your expertise.
- Leverage past successes. Even a single standout project with measurable outcomes can set you apart.
- Avoid generic claims. Saying you “do it better” isn’t enough—be specific. Faster implementation times? More competitive pricing? Superior post-service support? Name it.
The goal is to stand out with real, customer-facing benefits—not minor improvements in the service over your competitors.
Double Down on Niche
What’s the one area where you’ve delivered exceptional results? Even if it was just for one customer, showcase it. Identify your niche. If you’re worried about becoming typecast or a one-trick pony, then build in an escape route for later so that you can iterate your company’s messages
- Make bold (real) claims. Did your service solve a problem no one else could? Say so. Back it up with data, testimonials, or case studies.
- Focus on impact. Generic statements like “we provide great support” don’t cut it. Emphasize the measurable benefits your customers gained.
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