It's common to find customers who fail to backup their data because of any of the numerous misconceptions about data backup services. This list examines how you and your sales teams can respond.
By Matthew Dornquast
October 19, 2011
There are a number of common misconceptions and myths surrounding the concept of data backup. Many potential customers believe these misconceptions and myths, and this may be hampering your opportunity to provide data backup services to them. This list, compiled by Code 42 Software CEO Matthew Dornquast, examines where many customers are going wrong by believing the hype.
Find out how you and your sales team can respond to these customers with Dornquast’s carefully outlined answers.
Excuse #1: Costs Too Much
With a wide selection of options on the market, data backup has become increasingly affordable for protecting a company’s files. More important, compared to the costs of data loss (expenses related to loss of productivity, decreased quality, disk recovery costs, lost intellectual property, etc.), backup solutions are one of the most cost-effective technologies an organization can make. With some backup solutions, customers can recover their yearly costs by restoring data from just one laptop.
Excuse #2: Takes Too Much Time to Manage
There are backup solutions that run automatically and continuously without requiring any intervention from the user. SMBs can setup an account and then let it run in the background and forget about it.
Excuse #3: Not Worth the Effort
Even businesses with the most tangible of services have important information on their computers. While critical documents and financial records might exist in other forms (emails or paper files, for example), tracking down work can still take a lot of time. When deadlines loom, it may be time that cannot be spared. Even if the lost files are found, they might not be the correct version, or they might be damaged by a virus or otherwise inaccessible.
Excuse #4: Slows Down Computers
Most good, high-performing backup software runs automatically and continuously without slowing an organization down, even on laptops. Technologies like data-deduplication and incremental backups reduce demand on CPU resources, network bandwidth, and storage costs.
Excuse #5: Not Important
Having never suffered the effects of data loss, a potential customer might not realize the catastrophic consequences that could result, in some cases contributing to the demise of the business. Without backup, a company might have to curtail operations until its data is restored, something from which the business might never recover financially. With backup and the ability to quickly restore lost files, an organization can continue to thrive without skipping a beat.
Excuse #6: Not Going to Happen to Me
Data loss events happen more frequently than your customer would like to think. They can be the result of human error (forgetting a laptop in a cab, accidentally deleting a file, saving over the wrong file), natural disasters, theft, viruses, hardware failure (sometimes also due to human error); all can result in the loss of data. Having automatic, continuous backup is like insurance you buy, hoping you’ll never need it, but relieved to have when (not if) something unfortunate happens.
Excuse #7: Forget to Employ It
While there are numerous backup solutions requiring that users remember to deploy them or make time to do so, there are others that are automatic and continuous. These enable SMBs to focus on their business, not on remembering to back up their data.
Excuse #8: Too Complicated
While this may have been the case in the “old days,” when the process required tape and complicated schemes not only for backing up data but for testing and verifying the backup archive, it is not true today. Now backup solutions can be setup quickly, with no technical expertise required, and then forgotten. For the most part, SMBs can restore their own data without a call to the help desk, backup service, or IT provider.
Excuse #9: We Can Always Use a Data Recovery Service
Data recovery services are useful only when there is a computer to recover. They are no use at all if the PC is lost or stolen. Also, these services are notoriously expensive (costing in the thousands of dollars), with no guarantees that all, if any, of the data will be recovered. And how will the business limp along without the files in the weeks it could take to get them back? Why chance it?
Excuse #10: We Can Copy to a Thumb Drive
Copying is not the same a backup (it’s much more cumbersome and is an inefficient use of storage). Also, if something happens to that drive, it’s as if the files were never backed up at all. That’s why there are backup solutions that offer the ability to back up online (for secure off-site protection) and to local drives (for rapid restores).