Who do you have maintenance contracts with & how did you get them?

[bagellad]

I am getting ready to do some cold calling training with a customer who runs an advertising business.. and it occured to me... I don't really know who does need a maintenance plan.. I mean I can see how they would be useful but who is the prime customer for it?

Small/Medium businesses of course.. but who?

So don't name any names, but the type of business and how they met you would be great for some ideas.