IT Sweet Spot: The Midmarket How To Build a Profitable Midsize Customer Business

Tues., Aug. 12, 2003

If you want to reach deep into the hearts, minds… and pockets of the midsize customer, then it’s time to shape your business around the fact that they’re driven by two burning imperatives: to pay less and get more.

Look no further than VARBusiness’ exclusive State of Midmarket Spending survey for proof. Among the 285 midsize customers that responded to the study, six out of 10 executives said they are getting greater value from their IT consultants today than they were two years ago. Whether that’s their perception or a hard-number fact is beside the point. In addition, 41 percent said they were paying less. And among those paying less, 58 percent said that prices had come down on products and services, so, in essence, the user was getting more IT for the price. Another 33 percent said it was because of budget restraints.

Any way you slice it, less is more. And you, the solution provider, need to deliver that if you want to build profitability. The question is: How?…

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