There are countless computer consultants out there. You have the geeks, the gurus, the evangelists, the computer guys, techs, nerds, network consultants, computer consultants and technologists, just to name a few. At the end of it all, regardless of what they call themselves, each provides a different level of service and technical know-how. Too many IT consultants solve every problem by asking you to throw money at it. New computers, new servers, new monitors, new printers, but every time you spend money, you are cutting into profitability. The key is for you to identify the right person for your needs. If you run a company, what you really need is a business technology coach to help you make the right decisions about your technology.A computer consultant is usually only interested in fixing your computers. He is not versed in any business functions and is therefore incapable of assisting you with many additional services that will maximize your information technology investments. The computer guy is great when the printer breaks or when the computer goes haywire, but a business technology coach can offer you significantly more value. Large corporations hire a Chief Information Officer to fulfill this role, but a small to mid-sized business may not need that degree of full time support. In these cases, a business technology coach will serve you well.Business Technology is any technology that serves the needs of business, including accounting, networking, and other office systems. So, while an office productivity software suite (e.g. Microsoft Office) is considered business technology, the Microsoft Xbox is not. The realization that there is a growing divide between recreational gadgets and technologies that can directly impact the business world has led to a new way of examining the direct value of technology. Business technology must add value to your company or else it is just a waste of money. There are so many products to choose from, all with competing philosophies and learning curves. More often than not, you simply accept what came with the computer when you bought it and you make due. Or, worse yet, you fall prey to that fantastic salesperson that promises the answer to all your prayers and delivers another expensive nightmare. So, the next fact you need to accept is that not all business technology is valuable to your business!The key to modern business success is to be sure to align your business goals with your technology plans. Business and technology alignment has become a Holy Grail for large multinational corporations. Because these industrial monsters are so large, anything they can do to make themselves more flexible, more responsive to their customers, is mandatory. Fortunately, most small and medium-sized businesses are agile and fast to respond. Chances are your top customers know how to get in touch with you at any time of the day. However, just because you do not suffer from the problems of these huge dinosaur businesses does not mean you cannot benefit from business / technology alignment. A business technology coach will assist you in aligning your business goals with your technology investments.The second benefit you can derive from a business technology coach is an understanding of your business processes. No two businesses operate exactly alike. Chances are your business practices have developed organically as your company overcomes new challenges. However, organic growth has a tendency to develop substantial inefficiencies that can impact profits. I have seen cases where companies print and mail out zero dollar invoices ($0.00) simply because the system was poorly automated. This is inefficient and expensive, and can easily be remedied. A business technology coach will analyze how you work to pinpoint and correct these inefficiencies.A business technology coach will then use his knowledge and understanding of your computer systems and business processes to assist you in building competitive advantage. According to a 2007 IBM study, a business technology coach should be “…engaged as a strategic partner for process and culture change.” This means that the lonely computer geek typing away for hours without human contact is not the right choice if you want to succeed. A business technology coach will be capable of working with others and must possess advanced communication and social skills to act as an agent of positive change. The computer geek that is incapable of communicating ideas or is lacking in social skills is not what you need.Also, a business technology coach understands that his job is to make recommendations. Remember, you are the ultimate decision maker, so your coach needs to present you with options, instead of ultimatums. In some rare cases there is only one course of action, but in my experience I have rarely encountered them. A business technology coach will present you with multiple options to achieve your goals. However, if so instructed, your business technology coach will make decisions on your behalf based on solid experience and understanding of your objectives.Technology is a fact of life. From cell phones to computers, technology has become a part of our everyday lives. Whether it’s to improve efficiency or to develop new services, companies all over the world are harnessing technology to improve the way they do business. Don’t trust your technology to someone that doesn’t understand business and how you work. A business technology coach can make the difference to your success.