Questions from conferences

The best thing for me about speaking at the ITEC conferences is getting to meet and talk with small and midsize business people all around the country. Much of what I hear makes sense, but some things surprise me. I pass out a survey before my talks and one topic that always ranks at the top is “How to stay up with technology?” The quick answer, of course, is to keep reading Network World, but there are more options.

The best thing for me about speaking at the ITEC conferences is getting to meet and talk with small and midsize business people all around the country. Much of what I hear makes sense, but some things surprise me. I pass out a survey before my talks and one topic that always ranks at the top is “How to stay up with technology?” The quick answer, of course, is to keep reading Network World, but there are more options.

First, find a trusted advisor in the technology business. This can be a reseller you’ve come to respect over time, or a consultant referred by someone you trust, like your accountant or lawyer. Ask the technology person which new pieces of technology fit your business needs. Be specific: tell them how your business works now and ask how technology can help it work better, not just “what’s new in computers?”

Don’t ask for better or faster computers, ask for solutions to business problems. Some problems directly relate to computer support, such as a better backup system for your files. Other business problems can be solved or reduced by a clever application of technology.

Questions like, “How can I streamline my purchasing process” will need a solution that includes technology along with other parts like employee training. “Where can I sell refurbished products?” will include auction sites, but also may include flea markets, county fairs or export brokers. Some of the answers require constant technology support, such as auction sites, and others may only need technology to find them and begin a business relationship.

Second, look at what your friends in the area, and other companies in your same business, are doing with technology. If you run an auto body shop, the dry cleaner next door won’t help you with your specific software programs, but can provide information on general business topics like a better payroll application or service. At the major conventions for your business type (all too often held in Las Vegas), you can talk to others running the same type of business. Then you can see a universe of technology options on the exhibit floor.

Another question attendees always rate high on the survey is how to maintain and secure PCs. This is one reason ITEC schedules a MasterMinds panel of experts during lunch on Thursday, because security questions always rate high. In fact, I always joke that every speech is required by law to address security issues.

Maintaining PCs takes work and a three pronged approach. Work with your trusted technology advisor (you went out and got one since I recommended this five paragraphs back, right?) to establish better security processes.

Block hackers and filter viruses and spyware at your Internet access point (usually your router, but it may be a service provider). Add a second security layer at the desktop, including at least virus and spyware support. Strongly discourage users from using their computers “inappropriately” by going to non-business Web sites. Some companies take this too far and try and ban all personal e-mail and browsing. I say if you ask your people to work late or be on call sometimes, you owe them a few minutes of online shopping during the holidays. Isn’t it better to have employees shopping from inside the office than have them leave the building and be out of reach completely?

One of the other survey surprises for me? The high level of interest in wireless office networks. I figured most businesses already installed a few wireless access points and were pretty well up the learning curve by now. Apparently not, or attendees already understand Wireless 101 and now want Wireless 201. Let me know which you want.

But the biggest surprise of all came when noticing the really low interest level in customer and sales tracking software and service options. Here’s how little interest there is: “Customer and Sales Tracking Options” ranks, out of 23 choices, number 23.

Now let’s compare this result against the results of almost all other general small business surveys where “getting new customers” and “better marketing” always appear in the top three goals for small and medium businesses. As Data said, “that does not compute.”

I remind people of one the great quotes from Peter Drucker: “If you can’t measure it, you can’t manage it.” If you don’t know what your sales team is doing, you won’t know when a salesperson is about to disappear with all your customer records. You don’t know how often your most important customers meet with your people, or if the salespeople are running off to movie matinées during the day.

The bottom line: If you don’t know what’s going on, your surprise will be unpleasant. If you have hot topics I haven’t mentioned, let me know.