How do small businesses work with IT businesses?  And how do marketers of tech products handle clients?  The answer is, it really depends upon the mindset of the small business decision maker.

The Technophobic to Very Moderately Technical Business Owner

Small companies that don’t have an in-house IT department have different needs when it comes to working with IT companies.  A non-technical small business owner will make technology investment decisions, and usually just by little more than a gut feeling.  A small company might find a good computer consulting vendor – choosing from a range of qualified IT companies – that can take over these decisions and figure out the best systems.  

Companies with “Egghead” Decision Makers

Small companies will rarely have an in-house “egghead.”  This phenomenon, however can present some challenges for IT companies and marketing.  The good news is, spending money on technology will be more easily sold to these companies.  The bad news is, computer gurus in these companies often overestimate their knowledge of technology and can get themselves into trouble.  

Technology Marketing:  The Challenge

The big challenge for IT companies is technology marketing.  Most technology firms don’t necessarily have a great grasp on marketing and depend on “immeasurable,” non-scalable techniques.  They might rely on family or friends and word-of-mouth referrals and neglect to attempt direct mail or display ads.  If they do engage in targeted marketing techniques, they don’t budget enough time or money into them or get proper professional guidance and end up learning expensive and painful lessons.

IT companies can work well with any type of small business if they focus on marketing in targeted ways and paying attention to real business solutions that will help their clients.  

Blogged By:  Computer Consulting Kit