It is estimated that there are more than 122,000 public libraries in the United States. Libraries face many of the same issues educational institutions do when it comes to network security. For example, they must block inappropriate content while balancing the needs of staff versus the community.  The number of libraries as well as their need for IT security presents a great opportunity for VARs. But how can VARs break into the library vertical if they’ve never targeted this market before?

As with any vertical, VARs should begin by gaining an understanding of the challenges libraries face when it comes to IT security. Libraries face the unique challenge that they have a network completely open for public use. Citizens either use the library’s computers or bring in their own devices to access the Internet for activities like research, job searches, reading the news, etc. Despite this, libraries need to control bandwidth usage and ensure inappropriate or dangerous sites aren’t being accessed over the public network. They often provide free wireless access points, but end up dedicating a significant amount of time and resources to ensure their wireless network is secure.

Choose Your Target

Most libraries have at least a part-time IT administrator. VARs should target the IT administrator rather than the librarians themselves — since the IT administrator has clear network security interests. Given this fact, email is usually the best way to communicate with the library’s IT administrator, as they will more often than not ignore direct mailings or unsolicited phone calls.

Gain leads
There are tradeshows that focus on the library market all over the country. Look for one in your area that has a technology focus.

VARs can also advertise in library technology-related online or print publications. They can advertise services as well as events like webinars or special promotions a VAR is running..  Of course if a VAR has a specific library campaign in mind, they can always invest in a list of library contacts.

Follow up
Once you have leads, it is time to start calling them. Create an information sheet for the sales team that includes key pain points libraries face when it comes to network security.  When talking to your leads, offer to discuss how your company can help, and be prepared to give examples.

Like entering any new vertical, building a client base or prospect list can take time. However, the library industry is a largely untapped market that may be overlooked by your competitors. As a result, it offers an opportunity for growth that may be overlooked by your competitors.

Bob Darabant is VP of Astaro Americas. This monthly guest blog is part of The VAR Guy’s annual sponsorship program. Read all of Darabant’s guest blog entries here.

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