In light of the competitive domain industry and the nature of the commodity product we are trying to sell we often run into situations where we offer nothing more than our competition, and at a higher price point. The result is that the industry as a whole’s focus has switched from selling domain names, to selling value-added products which require domain names. Value-added services which are pushed onto prospects as ways to add value to their brands. This is a good tactic, but again it is also a tactic used by most all providers. So again we find ourselves in a situation where need to differentiate ourselves. Our value adds are now becoming commodities in and of themselves.

Most all in the industry have built their offerings around domain names, hosting, website creation tools, email, private registrations, etc. All very good products, all necessary products, but at the same time all products that can be had from any number of providers.

So what do we in this industry need to do next? Well there are a number of things we can do. Having a physical “human” rep answer and rout phone calls rather than automated menus. Creating additional levels of “personal” service or hand-holding on top of existing offerings. Hand-hold customer migrations from other providers, especially hosting. Hold live webinars to not only share news and information about your products and services but to train customers on the use of the products and its benefits. Moderate roundtable discussions with clients where customers can share their experiences with you and other clients as well as give you feedback on what is important to them. The key trend here in my suggestions is that even though automation is the way of the future and how we have all lowered costs, we still need to maintain that human contact. The companies that will succeed long-term in the market are those who commit human resources to their clients. Some of this will seem like common sense, but believe me it is not common industry practice. And this is where the good service providers can and will be separated (in time) from those who are just bargain bin service providers.

Let the bargain bin providers have their higher number of units; you will have the customers with the highest annual revenues. You win, and your customers will win as well.