The interdependent relationship between the channel and SMB communities is extremely critical to the success of both. In fact, a majority of solution providers and many emerging vendors are small businesses themselves. That connection, in good part, gives channel organizations greater insight into their clients’ unique needs than their enterprise counterparts ever could.
Those are good point to consider on National Small Business Week, celebrated through May 8, an annual recognition of the critical contributions of America’s entrepreneurs and small business owners. As a matter of fact, more than half of Americans either own or work for a small business, and those companies create roughly two out of every three new U.S.-based jobs each year. That presents a huge market opportunity for the IT industry, particularly for companies that move their products and services through the channel. That’s where most productive relationships exist; between the SMB organization and their trusted IT professionals.
The Channel SMB Value Proposition
Most large vendors simply can’t develop the same close relationships that a solution provider can, being that trusted advisor who, if really needed, would be available at 3 a.m. to bring their client’s server back online. Or to sit down face-to-face and discuss a small business owner’s current struggles and long-term goals. As any solution provider knows, you can’t serve your clients well without a clear understanding of their true needs.
Those considerations and high-level of professional — and personal — support help explain why 46 percent of SMBs say they look to outside IT firms when they need greater expertise and new options. That information comes from the recently released CompTIA Enabling SMBs with Technology study, which also pointed out the financial limitations that often strengthen the channel’s position in this space. Two-thirds of small business — a significant majority — spend less than $100,000 annually on technology, with 29 percent of those companies investing $10,000 or less.
While solution providers may not get rich supporting the bottom part of that group, they can fare quite well if they have the right tools and systems in place. With the right mix of managed and cloud services, along with efficient implementation and support processes, most can still turn a fair profit with minimal effort. For extremely resourceful providers, even the bottom part of the SMB IT spend offers at least some promise (especially when those customers have solid scaling potential).
The true value proposition channel companies offer is that personalized level of support. It’s the “special sauce” a solution provider creates to meet the specific needs of his or her particular customers. Whether it be a one-off disaster recover solution for a retailer located in a frequent hurricane zone, or a social media management service for a community theater consortium in Silicon Valley, direct organizations rarely deliver that level of custom support.
Innovative ideas are what the SMB needs to compete, and channel professionals are uniquely qualified and positioned to deliver the solutions they need. While technology is accessible to more organizations today than ever before, small businesses often don’t have resources required to take full advantage of the opportunities it presents. Leveling the playing field between the SMB and its larger, deeper pocket competition is a perfect job for the solution provider community.
CompTIA Supports the SMB-focused Channel
Membership in an industry trade association can give your company an inside track on small business opportunities. For example, CompTIA offers a multitude of sales and marketing educational programs, as well as a number other resources specifically designed to help solution providers engage and secure more revenue from the SMB segment.
CompTIA Premier Members have access to the association’s entire catalog of training materials, business-enhancement tools and a number of IT-focused legal resources, including the new Legal Services Program powered by InfoTech Law Advocates. The extensive list of benefits is purpose built to ensure VARs, MSPs and their vendor/distribution partners have access to the tools they need to succeed with the SMB community.
As most channel companies are well aware, building trust with small business owners isn’t easy. Their emotional and financial investments are dear to them, and many take a cautious approach when bringing in new contractors. That’s where an industry “seal” of approval can help. The increasingly respected CompTIA Trustmark programs identify providers and vendors that follow proven best practices and deliver consistent customer service ─ which can help build greater credibility with the SMB audience
CompTIA is celebrating National Small Business Week with gifts to the IT industry:
- Solution Providers: Get $100 off a Solution Provider Premier Membership with promo code SMBWeek15.
- Download our new Enabling SMBs with Technology research study to discover ways small- and medium-sized businesses use technology. The first 50 people who download this study get a $20 Amazon Gift Card.
While reflecting on your SMB opportunities this week, be sure to check out all the ways a CompTIA Premier Membership can help your IT business succeed with small business customers. The ROI is easy to see.
