2. What’s inside.
How to use this guide.
Use this guide to begin a conversation with your
customers about the changing work environment
and the need for businesses to be agile to stay
competitive.
Help them see how Surface devices equipped with
Intel® processors are uniquely positioned to thrive
in an era of remote and hybrid work.
Also consider opportunities to sell additional
devices, software, and services that offer complete
solutions to power your customers’ business now
and in the future.
Please note that this campaign centers on
refreshing aging Windows 10 devices. If your
customer is still using Windows 7, please refer to
Make the Shift campaign resources.
1 Target audience to provide insight into
your customers.
2 Elevator pitch to describe the key benefits of
Surface equipped with Microsoft 365 and Intel®.
3 Customer challenges to understand the
business environment of SMBs.
4 Assessing customer needs to encourage SMBs
to discuss pain points.
5 Addressing common objections and concerns
to help SMBs see the value of modern devices.
6 Resources to identify additional information that
supports your sales efforts.
4. SMB profile.
25-499 employees.
Managed IT services.
Tech decisions are made by:
Business decision makers—
concerned with productivity,
security, and profitability.
IT decision makers—
concerned with threat
protection, management,
and efficiency.
Target audience.
Business has changed dramatically for SMBs. Remote work
increased nearly 10x during 2020,1, 2 and cyber attacks are on
the rise. Core business needs such as productivity, remote
access, and security are top of mind for business owners.3
However, many SMBs have not upgraded their devices to
take advantage of modern productivity and security tools.
Surface Partners have a great sales opportunity to
encourage customers to upgrade aging PCs.
32%
of global businesses are
represented by SMBs.3
of surveyed SMBs still
own 4+ year-old PCs.3
90%
1 Pew Research Center, 2020
2 Clutch, 2020
3 Techaisle, 2020
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6. Elevator pitch.
During these challenging times, aging
devices can hold you back. Invest in
modern devices to stay agile and
productive in today’s business
environment.
Give your onsite, remote, and hybrid
workforce the tools to work confidently
and securely from virtually anywhere. Get
built-in security features, remote
management, and productivity tools with
Surface devices equipped with Microsoft
365 and Intel®.
4 A Forrester Total Economic Impact™ Study Commissioned By Microsoft, 2020
No product or component can be absolutely secure. Your costs and results may vary.
86%
of businesses surveyed
say Surface devices with
Microsoft 365 improve
employee satisfaction.4
20%
reduction in security
breaches.4
3.75HRS
saved in provisioning
time per device.4
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3
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8. SMB challenges.
1 Businesses must be agile to meet the challenges of
today’s world.
2 Workers need modern tools for collaboration and
productivity, whether from home or on the go.
3 Companies must protect valuable data, devices, and
personal information from loss or theft.
4 IT managers want simple, cost-effective ways to deploy,
manage, and protect hardware as well as to protect
company data and personal information.
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10. Addressing SMB needs.
Use these questions to learn about your customer’s current technology and business
environment. Be sure to ask open-ended questions that challenge customers to think about
their situation in new ways.
How challenging has
remote work been for your
organization?
Given the increase in
cyberattacks, what concerns
do you have about security
– for devices, business data,
or identities?
What is required to
configure your devices?
How much time does it take
your IT team?
I know workers in many organizations need
to collaborate efficiently from multiple
locations. How complicated is remote
collaboration for your team?
Have you ever calculated how much money
you lose in worker productivity
and IT time when your devices are
under repair?
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2
3
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11. Benefits of Surface and Intel®.
Ensure your teams can get it all done whether working remote or onsite.
Productivity Security Management
1
2
3
4
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12. Help your team get
more done—on their
own and together.
P R O D U C T I V I T Y
4 A Forrester Total Economic Impact™ Study Commissioned By Microsoft, 2020
Provide business-class
performance and flexible options
with Surface PCs equipped with
Microsoft 365 and Intel®.
2
per day through
improved collaboration.4
HOURS
GAINED
49
per day with more efficient
joining to meetings.4
MINUTES
SAVED
38
daily due to improved collaboration
tools and experiences.4
MINUTES
SAVED
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3
4
5
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13. Stress less with better
protection for your
data and people.
S E C U R I T Y
Get advanced security, from chip to
cloud, with Surface devices equipped
with Microsoft 365 and Intel®.
20
reduction in
security breaches.4
%
17
decrease in endpoint
security spending.4
%
14
lower spending in mobile
device management.4
%
4 A Forrester Total Economic Impact™ Study Commissioned By Microsoft, 2020
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3
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14. Spend less time on
maintenance and
more time on
value creation.
M A N A G E M E N T
Get advanced security, from chip to
cloud, with Surface devices equipped
with Microsoft 365 and Intel®.
75
reduction in help
desk call times.4
%
in provisioning time per device.4
3.75 HOURS
SAVED
per device deploying updates.4
3.25 HOURS
SAVED
4 A Forrester Total Economic Impact™ Study Commissioned By Microsoft, 2020
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16. Addressing common
objections and concerns.
1 Listen to why people say “no.”
2 Suggest a solution that will meet their needs.
3 Acknowledge their objections and show you understand.
4 Close by answering all their concerns and asking for the sale.
Use these questions to learn about your customer’s current technology and business
environment. Be sure to ask open-ended questions that challenge customers to think
about their situation in new ways.
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17. Addressing
common
objections
and concerns.
New devices are too expensive. We
don’t have the budget for them.
Older devices cost 3.3x more to own and maintain than
modern devices.
3
There are hidden costs to owning older PCs:
• 3.8x less productivity
3
• 4.5x frequency of IT problems on average
3
Older devices leave your company more vulnerable to
security breaches:
• Last year, 67% of SMBs experienced a security breach.
3
• Each incident cost ~3.3% of revenue.
3
New devices don’t offer any
must-have capabilities for us.
Older devices can’t unlock the full productivity and security tools
and features of Surface devices equipped with Microsoft 365
and Intel®.
Get more done with more power. Surface PCs have 11th Gen
Intel® Core™ processors that provide a stronger GPU and faster
performance to tackle demanding workloads.
Get added security and protection. Quickly and easily encrypt
your data with a physical Trusted Platform Module (TPM) on
Surface devices. Plus, get added protection against attacks on
memory (Intel® Total Memory Encryption) and firmware-level
attacks (Intel® Boot Guard).
Spend less time setting up devices. Ship and deploy straight to
users with Windows Auto pilot zero-touch deployment and
unified management. Also, a two-in-one Surface device can
transform from laptop, to tablet, to portable studio, so you
won’t need multiple devices per user.
3 Techaisle, 2020
Your costs and results may vary. No product or
component can be absolutely secure.
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18. Addressing
common
objections
and concerns.
The devices we have are fine. We
don’t need modern devices.
Older devices can’t keep up with today’s speed of business.
Give your teams the freedom to work how they want.
Employees can be more creative with digital inking and
touchscreen technology. With Intel® Thunderbolt™
4
technology, they can personalize their work experience with
accessories and peripherals without affecting performance.
Help your teams connect faster and easier. Employees can
save time through better collaboration: co-authoring
documents, sketching out ideas together with digital inking,
and brainstorming using Microsoft Whiteboard.
Improve your virtual meetings experience. Surface devices
come with great audio and video because of Studio Mics,
Omnisonic speakers, HD cameras, Intel® Clear Video HD
Technology, and Intel® Smart Sound Technology.
Older devices are also more expensive when it comes to total
cost of ownership. The cost to own and maintain older PCs is
more than 3 times higher than newer ones.
5
We’re not worried about
cyberattacks – those happen to
bigger businesses.
SMBs are actually a prime target. Last year, 67% of SMBs
experienced a security breach.3 Each data breach cost an
average 3.3% of revenue3 and not to mention its impact on
company assets, reputation, and customer trust.
Quickly and easily encrypt your company data. Get full
control over device access with a physical Trusted Platform
Module (TPM) on Surface devices. Intel® Total Memory
Encryption further protects data against physical attacks on
memory, like cold-boot attacks.
Protect against firmware-level attacks. Intel® Boot Guard
helps protect the system’s pre-OS environment from viruses
and software attacks. Intel® OS Guard can restrict the OS
from directly executing application code to help protect
against planted malware.
Safer application execution. Surface devices come with Intel®
Trusted Execution Technology. It enables an environment
where applications can run within their own space, protected
from all other software on the system.
Secure external ports with DMA Protect. If a Surface
removable SSD is tampered with, the device will shut off
power. When it reboots, the Unified Extensible Firmware
Interface (UEFI) will wipe memory, to erase any residual data.6
3 Techaisle, 2020
4 A Forrester Total Economic Impact™ Study Commissioned
By Microsoft, 2020.
5 As contained in a report by Intel®
6 Surface Go and Surface Go 2 use a third-party UEFI and do
not support DFCI. DFCI is currently available for Surface Pro
7+, Surface Laptop Go, Surface Book 3, Surface Laptop 3,
Surface Pro 7, and Surface Pro X. Find out more about
managing Surface UEFI settings
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19. Microsoft recycling
End-of-life management and recycling.
Microsoft is dedicated to protecting the safety and health of our employees, customers and
the public through our environmental policies and practices. Microsoft honors its
commitment to environmental sustainability by working with Industry groups and NGO’s to
establish responsible practices in building sustainable products. In 2018, 3.8 million pounds
of e-waste were recycled by Microsoft and redirected from landfills. Microsoft is continually
working to improve our performance as well as engaging with our stakeholders about our
objectives and targets. If you or your organization are interested in contributing to
Microsoft’s sustainability initiatives by recycling your old hardware, please visit your Original
Equipment Manufacturers website for more information. To read more about Microsoft’s
recycling commitment, visit our website https://www.microsoft.com/en-
us/legal/compliance/recycling.
Intel® has also committed to creating a more sustainable world through their RISE strategy.
The RISE Strategy has a goal to create a more responsible, inclusive, and sustainable world,
enabled through technology and collective actions. Intel® practices responsible business
across their global manufacturing operations, value chain, and beyond. Through the RISE
strategy, Intel® aims to create a more, diverse and inclusive workplace by continuing to
expand opportunities within. Intel® empowers and enables its employees and customers to
create a more sustainable world and reduce their carbon footprint. To learn more about
Intel®’s RISE strategy, visit their website
https://www.intel.com/content/www/us/en/corporate-responsibility/2030-goals.html.
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21. Footnotes
1 Before the Coronavirus, telework was an optional benefit, mostly for the affluent few, Pew
Research Center March 20, 2020.
2 Working from Home during the Coronavirus Pandemic: The State of Remote Work, Clutch,
April 16, 2020.
3 New Windows 10 PCs are a strategic investment for SMBs in the modern world of work,
Techaisle, October 7, 2020.
4 A Forrester Total Economic Impact™ Study Commissioned By Microsoft, 2020.
5 As contained in a report by Intel®
6 Surface Go and Surface Go 2 use a third-party UEFI and do not support DFCI. DFCI is
currently available for Surface Pro 7+, Surface Laptop Go, Surface Book 3, Surface Laptop 3,
Surface Pro 7, and Surface Pro X. Find out more about managing Surface UEFI settings
6
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2
3
4
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Editor's Notes
The SMB customers we are talking about represent a huge market – they make up >90% of global businesses.1
The segment we’re focusing on today have 25-499 employees.
They have dedicated IT staff.
Technology decisions are most often made by the business owner or the IT Pro.
In general, business owners tend to be most concerned with the productivity of their workers, their data security, and they want to know they are making wise spending decisions.
IT leaders tend to focus on making sure their company’s devices, data, and user identities are secure, that they can manage their tech infrastructure simply and efficiently, and that employees are able to work productively from virtually anywhere.
Small- and medium-sized businesses have been especially hard hit by the pandemic, and many have adopted remote or hybrid work environments.
It’s important for us to keep this context in mind and partner with every single customer to help them get through this time.
To help put these ideas together, we have developed an elevator pitch – a quick, 30-second sound bite that captures your customers’ attention and captures the key ideas in this campaign:
“During these challenging times, aging devices can hold your business back. Invest in modern devices to stay agile and productive in today’s business environment. Give your hybrid team the tools to work confidently and securely—whether they’re at the boardroom table or the kitchen table. Get built-in security features, remote management, and productivity tools with Surface devices equipped with Intel® and Microsoft 365.”
There are some important facts to keep in mind about what the business world is like right now for your customers.
The pandemic has shown them that they need to be agile to survive.
59% of surveyed SMBs CEOs believe agility is the new currency. 1
With 79% on the path to digital transformation that means they are embracing hybrid work and are increasingly concerned about three areas: productivity, security, device management.1
Even before COVID, we saw trends telling us that having advanced technology tools helps businesses stay competitive. And as this last year has shown, organizations must be agile to handle what comes next – whether we expect it or not.
Recent studies show that SMBs recognize technology as critical to their business success:
87% of surveyed SMBs consider improving employee productivity a critical priority for their business in the next 12 months.2
67% of surveyed SMBs experienced a security breach resulting in an average 3.3% revenue loss. 1
64% of surveyed SMBs indicate technology is a primary factor in pursuing their business objectives. 3
With Surface devices equipped with Microsoft 365 and Intel, these are the types of productivity gains your customers can expect:
2 hours gained per day gained through improved collaboration. 4
49 minutes saved per day with more efficient joining to meetings. 4
38 minutes saved daily due to improved collaboration tools and experiences. 4
Altogether, it means employees get more done in less time and have fewer tech problems.
One of the key things to mention when discussing productivity is that business-class collaboration and productivity tools are built into Surface devices. From multitasking to empowering your remote team to be more productive, Surface devices powered by Intel help your customers achieve more.
Here are a few benefits that Surface devices offer for enhancing productivity.
Here are some specifics:
High-quality video conferencing enabled by Studio Mics, Dolby® Audio™, HD cameras, and Intel® Clear Video HD Technology.
SSD bootup for faster startup, so you get right to work without delay. Extended battery life so you can be productive all day on the go.
Windows Hello enables biometric sensors that recognize your face or fingerprint so you can sign-in faster and more securely.
More ways to interact with your devices and collaborate more freely with, digital inking and touchscreen technology and extend flexibility with peripherals enabled by Intel® Thunderbolt™ 4 technology.
Last year alone, 67% of SMBs experienced a security breach that cost, on average, 3.3% of their revenue.4 That’s a big risk to both profitability and reputation, and it shows how critical strong security protections are for businesses.
Surface devices equipped with Intel devices help business owners by preventing identity attacks, minimizing phishing, and reducing the risk of malware attacks. These are all common ways that bad actors steal business data, steal personal information, or hold our devices hostage in exchange for huge amounts of ransom money.
The most important information for your customers is that these modern devices help guard against security threats and save on security hours.
They come with built-in protections for customer devices, business data, and identities. And they help secure business information and personal identities even on lost or stolen devices.
Here are more specifics about the key features of these modern devices:
Quickly and easily encrypt data with a physical Trusted Platform Module (TPM) on Surface devices.
Intel® Total Memory Encryption protects data against cold-boot attacks. If a Surface removable SSD is tampered with, the device will shut off power.
Intel® Trusted Execution Technology enables an environment where applications can run within their own space, protected from all other software on the system.
Intel® Boot Guard helps protect the system’s pre-OS environment from viruses and malicious software attacks.
Simplified, cost-effective, remote management is very important to many businesses, especially for IT pros, who are responsible for handling technical problems and safeguarding their business. That’s especially true now with the rise of remote work, even among additional worker roles.
For example, Firstline Workers such as customer service associates work from home now, field technicians spend even less time in the office, and restaurants and retail organizations have adopted or expanded delivery models.
These data points highlight the benefits of these modern devices:
They have fewer IT issues and many can be dealt with remotely, so they free up your IT team.
They are easy to set up with hands-free provisioning.
They give your IT team the tools to be more efficient.
When it comes to device management, the key information for your customer is that these modern devices save IT teams time and money with out-of-the-box deployment and remote management capabilities.
That means IT teams can easily monitor, repair, and protect their business’s hardware, even when they are working remotely.
Here’s more information about features that come built into every Surface device equipped with Microsoft 365 and Intel:
Implement new, agile methods of device deployment and management that help improve IT efficiency.
Eliminate time-consuming deployment tasks and deploy straight to users with Windows Autopilot zero-touch deployment and unified management.
Control update rollouts in less time with Microsoft Endpoint Manager.
Reduce the time, cost, and complexity of managing multiple devices per user.
A two-in-one Surface device can transform from laptop, to tablet, to portable studio, eliminating the need for additional devices.
As you go through the customer journey, you are likely to hear objections. Objections are not necessarily a bad thing. They can be a sign your customer is actively considering a purchase. You just need to successfully navigate any objections or questions they may have.
Older devices actually cost on average 3.3x more to own and maintain than modern ones.1
There are hidden costs to owning older PCs:
3.8x less productivity 1
4.5x frequency of problems, on average 1
Older devices leave your company more vulnerable to security breaches:
Last year, 67% of SMBs experienced a security breach.1
Each incident cost ~3.3% of revenue.1
Surface devices equipped with Intel include high-quality video conferencing right out of the box plus touchscreen capabilities and faster boot times.
Older devices can’t unlock the full productivity and security tools and features of modern Surface devices equipped with Microsoft 365 and Intel.
Here’s what you can say to customers who don’t think they need a refresh.
You may feel like your devices work, but you’re missing out business-critical benefits.
There are big performance and cost advantages to buying Surface devices equipped with Intel, not to mention the expense of holding onto slower, less efficient, older ones. Older devices can cost two full weeks of productivity per year! 1
Surface devices allow employees to work with fewer interruptions.
Get more done by saving time with better experiences 4
See a 17% decrease in endpoint security spending 4 and 14% decrease in spending on device management. 4
Save 3.75 hours on provisioning time per device and 3.25 hours per device deploying updates.
The total cost of ownership are 3.3x higher for older devices. 4
Talk Track Footnotes
1 New Windows 10 PCs are a strategic investment for SMBs in the modern world of work, Techaisle, October 7, 2020.
2 SMBs: Your Tech Choices Impact The Employee Experience, Whether You Plan For It Or Not, Lenovo Forrester 2019.
3 Tech Buying Trends Among Small & Medium-Size Businesses, CompTIA 2019
4 The Total Economic Impact™ Of Microsoft Windows 10 Modern Devices, Forrester, June 2020.