* First, rethink your assumptions on what SMBs really need at the branch
Last week, I made the case for SMBs to consider using third-party services—those from carriers, vendors, systems integrators, outsourcers, and regional value-added resellers—to help them with various responsibilities.
Already in our research, we’ve found that 57% of SMBs are using these services to help keep their employees who work at branch offices more productive. The SMB average IT budget increase is only 2% for 2007 (compared to 4% among large enterprises), so it’s difficult for the IT staff to keep pace with the growing requirements of remote locations.
These third parties—if properly managed—can be a solid extension to the IT staff and quickly resolve numerous issues, such as product or service installations, Level 1 support issues, training, and network optimization.
What can these third-party organizations do to serve the SMB space? They must understand their needs and respond accordingly. Sounds basic, I know. But we often find service organizations “dumbing down” services for SMBs, or not customizing enough for them. Here are some pointers:
* Treat the IT team with respect. The last thing a bleeding-edge IT organizations wants is a services company to come in with a condescending attitude (and it happens a lot)! Make sure you recognize that “small” does not equate to “unknowing.” Some of the most forward-thinking IT organizations are in small or midsize companies. If you want their business, keep them on the same level.
* ‘Round-the-clock support matters. Just because a business is small doesn’t mean it doesn’t need 24/7 IT support or network uptime. Ask that question up front. In fact, in many cases, SMBs need 24/7 support for their mobile workers or telecommuters who work unusual hours.
* Service-level agreements? You bet. Large enterprises aren’t the only ones who are concerned about network uptime, response time, mean time to repair, etc. SMBs arguably have more cause for concern because often they may not have the resources to build a fully redundant backup network.
* Single point of contact is key. SMBs don’t want to speak to a different person every time they need a new service, have a question, or want to log a complaint. Give each SMB customer an individual or a closely-aligned, small team to work with regularly.
* Don’t equate SMB with consumer. Even though SMBs may only have 10 or 20 people on staff, their needs are not aligned with consumers. They have stringent business requirements and rely heavily upon IT.
* Provide companywide billing. SMBs don’t want a separate bill for each branch office. They want a consolidated bill that one account-payable clerk can handle.
Conduct regular internal discussions to make sure your SMB strategy is in sync with their requirements, and business should take off!
