Charles Darwin once said, “It is not the strongest of the species that survive, nor the most intelligent … but the one most responsive to change.” While he was surely not referring to IT services organizations with that quote, it does apply quite well. Flexibility and change should continue to be the cornerstone of business operations. Organizations should be ready, willing and able to succeed when opportunities appear, even those that require significant and swift operational changes. Of course, that same philosophy holds true when the business encounters a significant challenge. Can your team quickly and effectively neutralize a majority of critical issues?
In today’s fast-paced and fiscally cautious business environment, it takes a flexible and proactive IT services organization to meet the needs — and demands — of commercial clients. Many SMB organizations have at least a few unique processes and requirements that your one-size-fits-all competitors won’t address, but offering that type of individualized support creates profit opportunities for your organization. Specialized support also tends to boost customer satisfaction levels and contract renegotiation rates. For solution providers with the right game plan, change can be quite profitable.
Chances are you won’t gain any of those benefits unless your business foundation is solid and you’ve got a fairly elastic services model in place. You’ll need a well-designed core infrastructure that allows your team to standardize and streamline its processes, creating an efficient machine that maximizes revenue while minimizing costs. Elasticity means your organization is equipped and prepared to address the unique needs of a diverse clientele. It doesn’t matter if you’re a traditional VAR, an MSP or a cloud provider, a solid foundation and flexible capabilities will definitely give your organization a competitive advantage.
Build a Solid the Foundation
Just because a business has been profitable for many years, it may actually not have a firm foothold for future growth. While many entrepreneurs start out with one or two key clients and rely heavily on the income they generate for many years, if any of those core customers leave, the company could struggle or even fail in a short amount of time. Cash flow is that critical. It’s even more critical in the IT services industry, where payrolls tend to rise quickly because of the high reliance on technical and sales professionals.
That’s why it’s so important to create greater efficiencies in every facet of your business, from sales and marketing operations to customer support and office procedures. Every minute saved performing a single step can slash hours from the payroll if it’s repeated many times a year.
Whether you’re building an IT services business from the ground up or have been around for years, every process should be properly scrutinized and compared with industry best practices. How do your metrics compare with peers? Are there cost-effective tools available to improve those numbers?
Those issues have been frequently addressed in the CompTIA communities through group initiatives, with members collaborating on a variety of channel training resources. Along with the association’s staff, CompTIA communities have introduced a number of educational and sales materials that can help solution providers improve business agility. Leading off that comprehensive list of resources is the CompTIA Executive Certificate in Business Agility. It’s one of the featured training workshops scheduled for this year’s ChannelCon and gives solution providers the framework they need to successfully adapt their operations for future growth.
Experts suggest the increased focus on business agility is being driven by the rapidly shifting technological landscape and a host of new delivery methods. Cloud, managed services and mobility are each fueling the pace of the channel’s transformation, while enhanced competition is forcing solution providers to revise their sales and marketing strategies more often than in the past.
What Makes You Special?
The status quo simply isn’t an option anymore. Even after making a successful business model transformation, solution providers need to attract the attention of their prospects. That doesn’t mean you have to work magic or make a cheesy advertisement. Create a hook — something as simple as offering a premium service guarantee, or go more complex by supporting the mobile application needs of specialized markets. Differentiation is the key and those who can leverage their unique capabilities in their marketing programs and sales materials will be more likely attain their long-term objectives.
Solution providers can also elevate the status of their organization with an advanced business credential, including the CompTIA Security Trustmark and the CompTIA Managed Services Trustmark. IT firms that receive these designations stand out in a crowded marketplace, especially when their newfound professional status is effectively promoted to their current and prospective customers.
Very few IT channel businesses will continue to enjoy success without shifting their operations to meet the needs of their primary audiences. The key to securing more long-term contracts and subsequently keeping the doors open is an inclination to change and the ability to pull it off successfully.
Need help transitioning business models or identifying or creating your own special sauce? Check out the CompTIA IT Channel Training Catalog and get started on the right course today.
Brian Sherman is founder of Tech Success Communications, specializing in editorial content and consulting for the IT channel. His previous roles include chief editor at Business Solutions magazine and senior director of industry alliances with Autotask. Contact Brian at Bsherman@techsuccesscommunications.com.
