That "Computer Guy" is what we call a Trusted Business Advisor (Part II) 4 March, 2009 By Robert M. Cohen

Most SMBs have small IT budgets. However, collectively SMBs represent the hottest, yet most underserved segment of the IT market. In Canada and the US, SMBs purchase about $300 billion of IT products annually of which about $270 billion goes through the channel. Of the 85,000 VAR companies servicing this market, the 50th largest to 7,500th largest are responsible for about $172 billion of these sales.

In Part I of the "Computer Guy" series, we looked at the symbiotic relationship between VARs and their SMB customers. Typically, SMBs have about 10 to about 500 seats. While they may have an IT person, they cannot afford or justify having a true CIO and thus tend to rely on their Computer Guy to fill this role. They know him. They respect his knowledge base. And most importantly, the Computer Guy has earned their trust by always being there and always finding a way to ensure that the technology is kept up and running.

The Problem: With virtually no barriers to entry, no formal education required, no associations to join, no code of ethics to adhere to, and no defined name or job role, Computer Guys are a dime a dozen. Not surprisingly, there is an alarmingly high percentage of Computer Guys that come into the industry every year and even more disturbing is the number of Computer Guys that go out of business every year.

Most Computer Guys are fabulous at understanding technology and love to roll up their sleeves and get dirty. The challenge is enough to motivate them and keep them going well into the wee hours of the night as they search for solutions that will keep their customers happy.

The double whammy is that most Computer Guys have very little business education or experience. Thus:

• They lack the business skills necessary to run their own business.
• They are expected to put together IT-centric business solutions but most of them do not have the business knowledge to enable them to do so.

The Trusted Business Advisor Program. Combining proven, simple, powerful, measurable and cost efficient programs and tools, the three silos that make up the TBA program, complement what the successful Computer Guys are doing and in the process makes them more effective, efficient and profitable.



Silo #1: TBA Association. The association sets the base rules of engagement through its Code Of Ethics while creating a channel business community that encourages and accommodates peer-to-peer networking, sharing and learning.

Silo #2: W3 VAR Enablement Program. Simplifying the sales and marketing aspects of running a business, the TBA program provides all VARs with a FREE complete automated suite of marketing tools that are GUARANTEED to double their annual business opportunities,

Silo #3: Business Education and Certification. This is where we differentiate certified Trusted Business Advisors from the rest of the resellers. Through business education, certification and then heavily promoting the Certified Trusted Business Advisors to Vendors and SMBs will differentiate these Top Computer Guys from the rest, while providing them with the tools and some of the education they need in order to provide SMBs with IT-centric business solutions that will help them compete.

Than Computer Guy who becomes a Certified Trusted Business Advisor provides the only reliable way for SMBs to obtain, implement and maintain the IT-centric business solutions they require. They organize the requirement assessment, facilitate the product and brand selection process, purchase the products, organize the delivery, integration, training, service and support functions.

In Part III we will look at why vendors who want to penetrate the SMB market need That "TBA Computer Guy".

Robert Cohen, a passionate and enthusiastic channel advocate, is the founder of the ChannelLine Advisory Council as well as president and business editor of Integrated mar.com, publishers of Channel Advisor, eChannelLine and ConnectIT. Since 1980 he has worked with 350 IT vendors, distributors and resellers in developing and implementing strategic go-to-market programs, using a variety of direct, channel and hybrid models. Integrated mar.com, in conjunction with Robert has created the Trusted Business Advisor program.

Robert can be reached at 1-800-465-2059 or by email at rcohen@integratedmar.com.


Previous Trusted Business Advisor articles by this author:
08/27/09 On The Record With Robert Cohen & Autotask's Bob Godgart
08/27/09 Solving the business dilemma for That Computer Guy
08/27/09 On The Record With Robert Cohen & Ingram Micro's Justin Crotty
08/14/09 On The Record With Robert Cohen & Cisco's Dave O'Callaghan
08/14/09 Keeping the IT industry in touch via social marketing
08/14/09 On The Record With Robert Cohen & Westcon's Anthony Daley
07/30/09 On The Record With Robert Cohen & N-Able Technologies'Gavin Garbutt
07/30/09 On The Record With Robert Cohen & Dell's Greg Davis
07/23/09 On The Record With Robert Cohen & McAfee's New VP of Channel Operations Fernando Quintero
07/23/09 On The Record With Robert Cohen & D&H's Co-President, Dan Schwab
07/08/09 On The Record With Robert Cohen & Tech Data's Joseph Quaglia
07/08/09 On The Record With Robert Cohen & CSG Openline's CEO Jay Leon
06/25/09 On The Record With Robert Cohen & Synnex' Bob Stegner
06/25/09 On The Record With Robert Cohen & Hewlett Packard's Tom LaRocca
06/11/09 On The Record With Robert Cohen and Level Platform's CEO Peter Sandiford
06/10/09 On The Record With Robert Cohen and Level Platform's CEO Peter Sandiford
05/21/09 On The Record With Robert Cohen & CompTIA's New Head: Todd Thibodeaux
05/21/09 Grassroots marketing for those 'Computer Guys' - Part 6
05/21/09 On-The-Record with Robert Cohen & Keith Bradley, President Ingram Micro North America
05/15/09 On-The-Record With Robert Cohen & Gary Gillam, Xerox's VP, North American Resellers, Channel Operations
05/15/09 On-The-Record: Robert Cohen with Synnex Canada CEO Jim Estill
04/24/09 Twitterdee, Twitterdo, Part 1 of 2
04/15/09 On-The-Record with Arlin Sorensen
03/25/09 How vendors should partner with Those Computer Guys - Part V
03/25/09 The Trusted Business Advisor/Trusted Business Partner Code of Ethics
03/18/09 8 reasons why you need "That Guy" to penetrate the SMB -Part IV
03/11/09 Part III: Vendors Wanting To Penetrate The SMB market Need That "TBA Computer Guy".
02/25/09 Reaching SMBs through their 'Computer Guy' (Part I)
02/18/09 TBA: The program built with you & for you!!!
02/18/09 Without a code of ethics, a professional industry isn't 'professional'




Home | Feedback | Printer Friendly Version | Email this article