One of my business partners asked me a question last month. She asked me what value I bring to very small clients (1-3 computers). Knowing that “anyone” can set up a network that simple with reasonable success, I didn’t have a good answer at the moment.
After thinking about it, though, it’s the same concept as my bigger business engagements. To paraphrase Karl Palachuk (a small business tech guru):
I don’t mess with things I’m not able to fix.
I’m trained, certified, and experienced. I’ve set up dozens of small-to-medium-sized networks so I know how to do things. I follow industry-standard best practices to ensure that networks are secure and stable. I have see what can go wrong and know how to mitigate it. It’s amazing how many “computer consultants” try to implement the same solution no matter what the customer needs…or specify software that’s not properly licensed, and still charge full price. I have access to Microsoft and “community” support so I can get through problems quickly.
I’m professional. I’ve been in business with the same phone number and e-mail for more than ten years. I have a reputation as an expert in the field and work to maintain that. I have liability insurance in case things go wrong. My customers know that although planned maintenance sometimes drags out and gets rescheduled, when they have a major problem I’m generally able to give it my full attention within hours. I arrange for coverage during vacations so that my customers’ needs are met.
I’m trusted. Over the years I’ve built strong relationships with many of my clients. They know that they can trust me to provide the highest level of service. If I make a mistake I will admit it and make it right. They don’t need to go to Staples or Circuit City and hope they come out with the right stuff. One call, one appointment, one check to me and their needs are met. There are no “gotchas.” The experience and training? That’s given me the knowledge to develop spreadsheets and checklists to make sure we’re looking at things like disaster recovery, antivirus, licensing, and power protection.
I am independent. I have several different technologies available. I help my clients choose the one that’s best for them…not for me or another vendor.
In short, I take care of the technology so that my clients can take care of their business.
The downside, and the challenge, is that many people have basic computer skills. But the same argument works in many other areas:
-anybody can take pictures, why would I hire a professional photographer? Because a pro doesn’t have out of focus shots with distracting backgrounds and red-eye.
-I don’t need professional training…I can buy Video Professor for $49. He won’t answer my questions, through.
-My nephew is a Toyota mechanic; he’s going to rebuild the transmission in our company’s Mack truck next weekend.
Although there are certain kinds of prospects that seem like a more natural fit, the same concept works no matter what business size. If the job needs to be done quickly and correctly, with up-to-date security and using best practices, then I’m your guy.
Whatever our business we need to remember why our customers come to us and what value we bring to them that others can’t.
These are the answers that are going to help us stay open in any economic client.