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"Tweaked" Large Business and Consumer Solutions.
Small businesses have unique needs that distinguish them from the consumer market. Midsize businesses seek integration, vertical functionality and ease of implementation and support. Because of their lack of IT staff or skills, they want products and services that require little or no support. Even light versions of large enterprise offerings are too cumbersome for most midsize businesses to take advantage of.
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One-Size-Fits-All Offerings.
Selling "vanilla" IT products to the entire SMB market rarely results in much traction.
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Selling Technology Solutions vs. Business Solutions.
Most SMBs are more aware of their business challenges than they are of their internal technology challenges and opportunities. Messages and solutions that tout business benefits - such as increased efficiency, optimization, improved customer relationships, revenue opportunities, ROI and other payback metrics — will get the attention of the managers who write the checks. They want proven technologies, that have reached mainstream status, and for which the price has declined and solutions have been customized for their respective vertical markets and enterprise sizes.
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Selling Distinct, Individual Products vs. Integrated Solutions.
SMBs will pay a premium for integration and ease of implementation. They lack the IT skills and staff to piece products and services together. If forced to assemble products and services themselves, their interest in buying a particular product or service immediately drops.
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Lack of Commitment.
Small businesses may be paying a premium for products from large enterprise-focused vendors, without benefiting from the same privileges available to larger enterprises. Service-level agreements and customized, integrated products designed expressly for the SMB market will get the sale.
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