Technology vendors like Dell and Microsoft are wooing small business by giving away something precious: advice. It's a very smart business idea that may pay dividends for local resellers.
We don't often sing Dell's praises at Reseller News -- mainly because the giant PC maker bypasses the technology channel which is our raison d'etre -- yet there are some things the company does very well.
For example, Studio Dell provides a wealth of free advice and useful explanations of technical concepts in a very accessible format.
I wrote about this earlier this month in my Sydney Morning Herald Home Office column. The short video programs are an excellent resource for small business owners, home users and even technology professionals.
By offering this kind of information Dell does two things. First, it drags potential buyers to its web site -- which is the online equivalent of getting customers through the door. As anyone who's ever dabbled in online commerce will know -- customer acquisition is key. Once those eyeballs are captured they are only a click or two away from being able to buy stuff.
Second Studio Dell starts the process of building a relationship between the company and potential customers.
I'm not proposing you whip out a digicam and start creating your own Studio Dell-style movies -- that requires a lot of resources -- but it is worth thinking about what information you can give away in order to establish your market credentials. Even something as simple as a top ten list of dos and don'ts can be valuable.
