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Introduction
 
One of the biggest challenges in targeting SMEs is getting the messaging right. It needs to be both targeted enough to be of interest while remaining broad enough to be cost-effective. As most interactions and sales to SMEs happen through the reseller channel, vendors need to work closely with the channel to develop and control this messaging.
 

 
Scope
 
Identifies four major attributes SMEs look for from a reseller.
 
Discusses vendors' channel strategies, and which partners they like to invest time and money into to maximize their sales.
 
Discusses ways in which resellers can make their business more attractive to vendors through partner programs and other channel strategies.
 
Highlights
 
One of the biggest shifts seen in SME channels strategies in recent times is that of vendors taking on more responsibility themselves, including: R&D, sales, marketing, distribution and training. Datamonitor believes this trend is likely to continue as vendors are realizing the importance of getting much closer to their customers and pushing more resources in that direction.
 

 
Datamonitor believes that every vendor in the convergence market needs two types of reseller to ensure complete coverage: both service providers and IT resellers. As a consequence, the telecoms resellers are currently being forced to add to their skills set with IT knowledge while the IT resellers are having to understand complex voice systems.
 

 
Reasons to Purchase
 
Discusses the appropriate 'channel mix' for vendors to be able to make massive strides in their efforts to target SMEs.
 
Identifies ways in which vendors can build strong relationships with resellers' and gain further confidence in them.
 
Identifies ways in which vendors can effectively provide a better quality service to SMEs.

TABLE OF CONTENTS
 
INTRODUCTION 4
 
ACTION POINTS 4
 
4 key things you need to know about selling IT to SMEs 4
 
JUSTIFICATION 4
 
Clear messaging is crucial 4
 
Reconsider a direct approach 6
 
More vendors are taking the direct approach 7
 
However, the smaller SMEs still need indirect support 8
 
Web-based support can also improve vendors’ immediacy in SME interaction 8
 
Newer technologies like IP create special incentivization needs 8
 
Choosing the right media for messaging is also key 9
 
Making it easier to work with vendors and providers 10
 
Disincentivization of channels must be avoided 11
 
APPENDIX 13
 
Definitions 13
 
Research methodology 13
 
Future readings 13
 
SPP writing team 13
 
How to contact experts in your industry 14