Magnus Marketing Blog

Channel development is not an easy task because you need to find the right partners that fit your solution who themselves have the right market to sell to. And, from past and present, I see that many VAR's, MSP's, and technology consulting firms really do not have a good handle on how to sell to end clients. Aside from that, here are some notes on what I see going on in the reseller world:

1. Improve Front Desk Skills: I cannot tell you how many times I have encountered the truly unprofessional receptionist. In one case, while marketing my client 3X's data storage solution, the receptionist refused to take a message and literally hung up on me. I found the President's name and email, sent him an overview of 3X, and - you guessed it - he emailed back asking for a demo. I never mentioned the rude behavior, but it turned out he was looking for a solution. Lesson: Tell your front desk folks what is going on - advise them as to what calls to screen out and develop a process for admitting calls. Overscreeening can lead to a loss of competitive advantage.

2. Adopting the Same Solution Everywhere: It is revenge of the clones! Throw a stone and hit a reseller offering the same darn solution at a similiar price with the same incentives! No wonder it is tough to get new clients, you have absolutely nothing of any difference or interest to offer! Your buddy down the street has the same solution and is selling it for a couple bucks less. Sure, it is branded as their own company, but my- the presentation on the website talks about the EXACT same thing! Have you actually even LOOKED around to find any unique solutions or bundles of technology solutions to proffer? Lesson: Some of those smaller non-branded companies with unique technologies may be a great hook to get prospective clients interested.

3. Gimme Leads or Else: Recently, I called this reseller who listened to my pitch about 3X's data storage solution. He asked a few questions about the technology and the fit, said he would review the information. Then - the dealbreaker - he calmly asked if we had a lead generation program. I replied that this was in the works, but being a new company we were building the channel. He said, "call me when you have a lead generation program". I said "sure, no problem" and proceeded to take him off the list. First, 3X needs partners who can sell the solution, as a re"SELLER", we give you a nice profit margin in return for your help in facilitating a connection to your client base. We are not going to just feed you leads that you are inevitably going to use to upsell on your other services and consulting work. Second, partnering is not a one way street. In my personal opinion, all the folks to signed on and offered 3X should be graciously rewarded with leads and new business which they can upsell on their services - hopefully taking business away from the kind folk who decided to work with a competitor. :)

4. Think outside the box: I talked to the President of a software development firm, again, for 3X. He was a very nice person and even complemented me on my phone manner and pitch, but immediately decided to cut off the discussion because he didn't feel it was a fit. I had no problem with that, except for the fact that he just did not see the possibilities. Even with AlphaPoint's AssetCentral - it is a really damn fine asset management tracking solution, very unique, and it does the job it was intended to. I get people who immediately dismiss it because they use "IBM", one said - "sounds like bells and whistles" - the guy didn't even LOOK at the demo! They don't even consider what it can do and how it can help, even though it is spelled out in a famous Rachel email! Many people are reluctant to try the new things. Lesson: While everything is not suitable, consider some of the new stuff - will it help your clients or not? Some out-of-the-box thinking can help you to make money above what your competitors are doing. If you don't do it, someone else will and take your profits. Simple as that.

AlphaPoint and 3X embody the spirit of American entrepreneurialism, born and bred in the United States - these companies are helping to keep the economy afloat and provide jobs to people. They grow, we all grow. Yet another bonus to the quality and contribution of these companies. If we as consumers do not support these type of companies and their solutions, we are not helping promote economic growth. Over the next few years, there will be many more of these and other types of entrepreneurial firms being born from all the cast off executives, personnel, and others who had great ideas at now collapsing firms - the next generation is upon us. As resellers and IT consulting firms, the industry needs to help promote these new solutions and help the next generation flourish. Please give them a chance.

Reference: 3X Systems www.3x.com
AlphaPoint Technology www.alphapointtechnology.com