Do
you own a computer business that caters to the needs of local small
businesses?
A rookie mistake many computer business owners make when
starting out in the IT industry is believing that all small businesses
are created equal. They think they can just create some well-designed
marketing materials that will appeal to all small business owners in
their area and get a nice response that will bring them instant clients.
If only it were that easy!
The trouble is, most small business owners don’t
identify themselves as small business owners. When introducing
themselves in networking situations or in advertisements, the typical
small business owner won’t say, “Hi, I’m John Doe, and I run a
small business.” Instead, they identify themselves by their occupation
or industry. They introduce themselves as public accountants, attorneys,
florists, locksmiths, health club owners, doctors, dentists, and
electricians for example.
There are literally hundreds of different types of small
businesses. And if you want to get great clients for your computer
business, you need to target those that will be most likely to need your
comprehensive IT solutions. Consider the following 4 ways to create a
focused marketing campaign that can get you the very best clients.
-
Know the Differences Between Different Types of
Small Businesses and the Profit They Can Bring to Your Computer
Business. Because different types of small business clients can
bring you different results in terms of service revenue, think about
focusing your marketing efforts on only the most profitable
potential clients. On a basic level, the ideal client for your
business will be first of all, big enough to have a need and budget
for outsourced IT services on a regular basis... but at the same
time, not so big that the company already has a large in-house IT
department.
-
Know What Sweet Spot ClientsTM Mean to Your
Business. The “not too small” but “not too big” concept
is what defines Sweet Spot ClientsTM. It’s where you will find
companies with anywhere from 10-100 employees, with 10-50 PC’s and
annual revenues between $1 million – $20 million (USD). This is
where many computer business owners find their best opportunities
for significant growth.
-
Very Small Businesses Are Not Ideal Clients. When
you work with small businesses that have just a handful of PC’s,
they are often too small to afford many of your recommendations.
While this type of business is still technically defined as a small
business, you will find that marketing to or servicing a very small
company will usually not be profitable. These types of businesses
will not be able to afford on-going support and will ultimately not
be able to grow past being an occasional customer. The turning point
for a small business is when it needs services on a monthly,
semi-monthly, or even weekly basis... and it must invest in at least
one real, dedicated server.
-
Very Large Small Businesses Do Not Make the Best
Computer Business Clients Either. When you have large small
businesses with 50+ systems as your clients and they start seeing
you on a weekly or even daily basis, they often will have a
light-bulb moment: “We could really save money and get faster
service if we hired a full-time IT manager.” While there still
might be a place for your computer business in this type of
environment as a specialist, this size of small business will end up
delegating most work to a full-time IT manager on their payroll.
When it comes to the profitability of specific small
business clients, remember that not all small businesses are created
equal. You need to target the right type of clients to make sure you can
build long-term relationships and enjoy on-going service revenue.
In this article, we talked about 4 ways to target the
right computer business clients. To learn more about how you can attract great, steady,
high-paying computer business clients, go sign-up now for the free
Sample Tips and Excerpts below
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