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I got an email from a small organization that shall remain nameless.  They’re working on a new storage solution which they’re quite excited about (and rightly so), they were asking once they’re ready how do you approach the different target markets, namely SME and hopefully enterprise customers, they were asking the following:

• How would I sell it?
• How would I put it into the enterprise market?
• How do you sell to SME?

Some good questions, I have to confess that I am not a sales person, but let me answer you this way.

How would I sell it – key issues

• What are the technical requirements
• What technologies or standards do I need for your product – iSCSI, 10GB Ethernet, fibre etc
• What technologies does the platform support – Mac, Windows, Linux or Unix
• What key benefits does it offer, both in terms of cost, delivery and support?

How would I sell it in the enterprise?

• How will it work in a structured/owned environment – ‘Storage’ owns the NetApp filers, the EMC, the SAN – how would it fit in
• What license and support costs are there and what is included?
• What benefits in operational costs, delivery and performance can be achieved
• Is it a cross platform, cross business tool or something that say only finance might need – who would buy it, the CIO? CEO?

To SME’s you’re looking at

• Reducing cost
• Ease of use and support – I don’t need a guy to look after it
• Compatible with other technologies

Consider a blog for the product/organization but key:

• What the product aims to achieve – and how you’re doing this
• What issues have you faced with the product
• What benefits have you recevied – expected and unexpected
• What customers have said and acheived with the product

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