Three Key Characteristics that SMBs Look for in a Value-Added Reseller
Small-to-midsize businesses (SMBs) are busier than ever trying to remain competitive, grow revenue and hire the right employees. And the list of the challenges they face every day doesn’t end there. SMBs need trusted partners with the skills to help them find, maintain and make effective use of the technologies that get these jobs done.
As a result, they’re more reliant on their VAR partners than ever before. What’s more is that they’re looking to VAR partners to solve their problems in new and creative ways. Here’s a look at three important traits that today’s SMBs look for in a reseller:
1. A guide into the era of cloud computing
The cloud is getting stronger all the time. In fact, the total cloud computing market will more than double by 2018 to $127 billion, according to Framingham, Mass.-based IT research firm IDC. That’s a huge opportunity for VARs with the know-how and determination to capitalize on the trend. To be successful in the era off the cloud, VARs need to build lasting relationships with SMB customers and help them choose the best cloud solutions for their organizations.
2. A provider of end-to-end solutions
SMBs are looking for VARs who can provide them with comprehensive end-to-end solutions. The days of providing spot solutions and quick fixes are over. The most successful VARs have evolved from being providers of just one product or service. Instead, they’re getting more strategic and developing logical groupings of products into overall solutions that drive comprehensive strategies for end users. These bundles should be complemented with ongoing training, maintenance and support. For example, Carbonite encourages its VAR partners to create complete business continuity bundles that combine antivirus and security software, support services and Carbonite cloud and hybrid backup.
3. A master of IT services
As SMBs are bombarded with more and more options for vendors and solutions, IT solutions providers are seeing an increase in reliance on their services. IT decision makers at SMBs are turning to VARs to be trusted partners that understand the technology landscape and their unique needs. VARs are continually being challenged to provide counsel and expertise tailored to each individual SMB.
The key to all this is that providers of IT products and solutions must continue working hard to become problem solvers and trusted advisers to their SMB customers. The most successful solutions providers will be those that anticipate the evolving needs of SMB customers while meeting the demand to create comprehensive product bundles that include traditional and cloud-based software as well as uniquely tailored services.
John Durant is Director of Channel Sales at Carbonite, a provider of powerful yet simple cloud and hybrid backup solutions for small-to-midsize businesses. Get to know the benefits of partnering with Carbonite today. Guest blogs such as this one are published monthly and are part of The VAR Guy's annual platinum sponsorship.