G’day everyone – this is a reprint from our second magazine issue – it is Anne Stanton’s community contribution.
The Small Business
IT Professional Community
(Anne Stanton)
Individual Small Business Specialists offer quick answers, depth of wisdom and a wealth of creative resources to small businesses around the world. They are agile, sharp
and also human. It is the human strength of character and caring that shines when working with a Small Business Specialist. It is their individualism that brings an increased risk for the small business, the risk that something could happen to their dependable IT professional. An individual Small Business Specialist offsets this risk by being involved with community and partnering with peers to protect the interests of their small business customers.
Most Small Business Specialists often become a part of the small businesses they serve. Their toolkits and resources have been developed through the sheer quick wit and small business “know how” that is required to survive in this fast- paced world. They may be entrepreneurs, techno-geeks, gurus, managers or sales and marketing experts. A Small Business Specialist masters many skills. Yet they also recognize the power of shared knowledge and reach out to create even more success than they could alone. Thus, technologists and IT professionals have created local and online “communities.” These groups welcome all those interested in simply jumping in, and either participating or lurking. Joining the community is a GREAT way to reduce risk while also creating more opportunities for your business.
Take for instance a tiny group I know of with less than 60,000 people. The competing IT professionals in this group welcome the opportunity to meet monthly and share information. Why would competitors share? Does that not conflict with the very nature of competition? In more than one community, most members of the information technology consulting profession must be generalists and they also have unique interests and skills. These complementary skills and interests are discovered by others who also get to know each other. They learn whom to trust and whom to keep at arm’s length. In this context, more business is generated than an individual could have on his own.
One fine example of this that I heard about was a small IT firm who was supporting a Small Business Server (SBS) for the local town offices. The owner of the small IT firm moved to a new area and immediately recommended one of his associates from the local user group to take over the account. This associate did not have to invest any time to win the deal, he simply walked into a new managed services account for hundreds of dollars a month. The second project I learned about was a local consultant who handled the entire infrastructure for a specific company. The company had troubles with their database requiring database administrator expertise. Once again a member of the user group was able to step into the project, solve the problem, save face for the long term consultant, offer efficiency in resolution to the client and make some immediate profit. Needless to say, more opportunities are not only discovered, but they are closed into new business and profits for all involved.
The key here is a combination of skill sets. Someone who is an expert at Small Business Servers, might also have a unique understanding of plastics manufacturing and database applications. These combinations are in themselves a unique resource! Experts in paperless office, wiring, photography, databases, Windows servers, DNS, MAC and reporting services all have their unique opportunities. The community offers a place for partners to work according to their interests while also being generalists for their small business clients.
The New York SBS IT Professional Group started as a small group of core professionals who understood the potential of community. There were some key people who knew they needed to attend to see what it was all about and a handful of unknowns. Two years later the New York SBS IT Professional Group is still meeting monthly and has over 170 small business partners who, after months of really crafting and creating their “community” and getting to know each other, are trading more business than imaginable. It is not just the core original members who are getting this business. New partners are discovering the group on a regular basis and benefiting quickly.
There are other benefits from starting and/or participating in even the smallest groups of IT professionals focused on small business. Take for instance the opportunity to host and talk with vendors offering solutions and products for your customers. One vendor recently released a new SMB program. In fact, the program is particularly tempting for IT professionals because it offers a number of free solutions. But have you thought about the benefits when talking with any of the consultants who have tried the program? In a recent discussion with numerous consultants I discovered that the documentation for the products are still from the enterprise model and inches thick! The software also contains files not needed by small businesses. Yet because it exists, it takes up a huge footprint of disk space. This footprint affects backups. Feedback was also helpful regarding the process for removing the solution once installed, something not that easy to do. This kind of information is critical to vendors if they are
interested in having their program succeed. It can also save consultants hundreds of lost billable hours.
When you pool the resources of multiple professionals into a discussion with a vendor, the tone of the meeting changes from one of being “sold to,” to one of being informed and educated about the unique technical aspects of the vendor’s products! You have the culture to facilitate a win, not only for you as a small IT professional, but for the vendor who wants to get its message out cost-effectively and efficiently. Leveraging the small IT professional group as a way to get more from vendor relationships has proven to be extremely successful! Nowhere is this better seen then in the adoption of a number of vendor products whose business development teams have become members of the community. Not to “sell”, but as humans committed to sharing, both in asking for input so they can fine tune their products to their customers’ needs, and in helping and educating in their areas of expertise. Simply ask the CEOs of Autotask and Connectwise, two vendors who have discovered the power of community.
We also take this concept further. An international community of the leaders of these local IT professional groups has come together to share information on running a local IT professional group. They have also collaboratively pulled together a voice and a framework for educating vendors. Members also have a louder voice to the enterprise corporations that create the products clients are interested in. The International SBS Group Leaders have a web page at www.sbsgroups.com, listing many of the SBSC IT professional groups On this page, they also have a list of vendors who have committed to posting a specific contact person, a direct phone number and a direct e-mail address for any member of the community to approach. The vendor list on the sbsgroups.com web site continues to grow.
As the Small Business Specialist meets new customers
and/or vendors the Small Business Specialist is then more empowered to talk not only about their business needs, but also about their involvement with thousands of other IT professionals who might be interested in that vendor’s products – particularly those that are a successful fit for the current small business opportunity. The customer and/or the vendor then not only benefits from the expertise of the local consultant, but also from the collective voice of thousands of the consultant’s peers in the same space.
Being involved in community means:
• Opportunities
• Profits
• Connections
• Answers
• Access to real field-tested knowledge
• Peer-to-peer trust
• Resources
• A chance to form study groups and achieve more certifications
• Vacation coverage
• A regular refreshment of knowledge
• And much more
The limit of our abilities is defined more by our own egos then by any other obstacle. Being involved in community tests the ego by requiring the IT professional to open up a little bit and to perhaps admit that he does not know everything. Sometimes it is hard to get started, but IT professionals among their trusted peers can admit their limitations and grow beyond the limits of their own strengths and weaknesses. A micro-sized IT professional would be wise to invest time in a community of his or her peers.
“If you want to reach a state of bliss, then go beyond your ego and the internal dialogue. Make a decision to relinquish the need to control, the need to be approved, and the need to judge. Those are the three things the ego is doing all the time. It’s very important to be aware of them every time they come up.” Deepak Chopra 1947
Anne Stanton is a CRM MVP, the president of The Norwich Group and a Principal in GlobalBrain LLC: Business Computer Solutions. She is a widely known consultant who often partners with other SBSC professionals to bring customer relationship management (CRM) expertise to small businesses professionals and their clients worldwide. Anne can be reached at astanton@thenorwichgroup.com