As a Microsoft Partner, you’re probably very product-driven by nature. You’re more than comfortable talking about Office 365 or Azure solutions. After all, you’ve mastered the language of technology to perfection – which is great, but this alone will not help you attract new customers. Why not? Because many other Microsoft Partners sell the same product or service as you do. If you want to distinguish yourself, you should communicate the ‘WHAT,’ ‘HOW,’ and – most of all – ‘WHY’ of your one-of-a-kind approach. But what exactly is the role of this WHY in your marketing strategy?

It starts with the WHY, but it doesn’t end there!

Why do you get up in the morning? Why did you choose this job? What drives you? Current and future customers want to know the answers to these questions, as they explain the raison d’être of your organization. They also help you strengthen your message as well as your relationship with customers. Briefly put, it’s paramount that you define and communicate your WHY. But in doing so, be wary of a common pitfall – don’t think your proposition starts and ends with your WHY. After all, each of the WHY questions is about you. Although it’s essential for your customer to know who he’s doing business with and why he should prefer you over other Microsoft Partners, he’s the one you should be talking about most of the time. Keep in mind that your customer has his own concerns, challenges, and ambitions. He has his own WHY, and you can’t shove it aside.

Bridge the gap: the WHY of the conversation between you and your customer

Start by putting yourself in your customer or prospect’s shoes to familiarize yourself with his need. What problem can you solve for him? Be specific. ‘We offer a cloud solution’ does not answer the question. But the following does: ‘We facilitate a modern workplace by using the cloud.’

Remember that customers always come knocking at your door for one of three reasons. They want to:

  • Acquire more customers, revenue, and money;
  • Reduce costs;
  • Improve user convenience and/or processes.

Talk to your customer to determine in which category he falls. Then, decide how you can respond to his need. How? Ask where your customer is now and where he wants to be in six months. The bridge between these two points is his need. That’s the WHY of your conversation. If you focus on this WHY, you and your customer will get on the same page!

Need help preparing and communicating your WHY? Read what Boost your Business can do for you.