I had a conversation today with a Sage partner whose clear strength is their superior customer service and in depth product knowledge. The trouble is that everyone says the provide (take your pick of modifier):
customer service. Certainly no one says they provide absolutely abysmal service. The trouble telling a prospect is about as differentiating as being the clone of a fruit fly even if it is true.
What to do?
Well, if you really think it is true, you need to use it differently. For example, do not wait to be asked for references, instead, insist on using them. Tell a new prospect that one of the first things they need to do is talk to at least one of your raving fan customers for ten minutes. I mean it insist on it! Early on!
Why not create a customer reference program (not just a referral program). In exchange for agreeing to be a reference you will take them out to dinner twice a year where they can pepper you with any questions about technology they wish. By the way, you might get some business out of this as well.