I just started to clean my office a few minutes ago and began sorting through a stack of trade magazines when I ran across an issue of ChannelPro from May 2009. I stopped to parse through it and found an article that compelled me to stop and write this blog post.
This is one reason why I seldom clean my office. I get caught up in something I find during the process and go off on a tangent that goes into a completely different project. needless to say I never seem to finish the office.
The article that caught my attention was one written by guest columnist Randall Cochran called “5 Tips For Building Your Business in a Tough Economy “. It wasn’t an unusual title; the general topic of building businesses under current economic conditions is a common one these days. Everyone seems to have tips, tricks and views on what it takes to start and manage a business under a stressed economy and such an article could easily be lost among many others.
But the first couple of tips caught my attention. Then I skimmed the other three. Then I read the article. It got me started.
The reason it compelled me to stop and blog about it was because it was exactly what we were discussing in FF Episode 35 . Exactly. Point by point, each item pointed out the same principles and advice we covered in episodes 29 , 30 , 31 , 32 , 34 and 35 of The Force Field podcast.
I wish I could reproduce the entire article here, but I can’t. However, I will paraphrase the 5 tips. You can read the entire article at your discretion.
The five basic tips are as follows:
- Educate yourself.
- Partner with your peers and other providers.
- Utilize vendor tools and resources.
- Find vendor programs that fit your business model
- develop relationships with your vendors
Now, I understand that the concept of working “in the channel” is a new and alien concept to many of you. There are those who think they are too small and won’t profit from it. There are others who think they are too big and successful already to need it. Either way a lot of providers, from field service professionals, computer shops and small VARs to large system integrators, vertical system resellers and MSPs can all service themselves and their customers by utilizing resources provided by the vendors and manufacturers of the products and services they support and sell.
I have discussions with other providers who are always looking for new ways to market their businesses and find more customers. They are always talking about the tough competition and they are always looking for a competitive ‘edge’. Well, here it is.
A large percentage of providers do not use vendor programs. This means that the minority of those who do already have a competitive edge over their counterparts. Why aren’t these programs utilized more?
Why do the majority of providers dismiss these resources? I could understand it if these tools were outside the reach of these business owners, but they are not. In fact, here are reasons of my own to argue why you should use these resources.
- They are free. FREE. They don’t cost you money to join. You can’t beat free.
- They don’t require a large investment of time. You use what you need as you need them.
- Co-branding opportunities abound. You are associated with your vendor.
- They add credibility to your company. You have a relationship with your vendor.
- You can better service your customers. You have a higher level of service and support.
Did I mention these vendor partnerships and programs are free? Even if you only purchase the actual products from retailers on the Internet, there are still many advantages to joining these programs from a training and marketing perspective.
You don’t have to take my word for it. Join NASBA . It’s free. Subscribe to ChannelPro . it’s free too. Both of these resources will give you a better perspective of the industry, your competitors and your own business, even if you don’t participate in any programs.
If you want to compete, you need to know what is out there, what your competitors are using and who you can collaborate with to better manage your business, especially in these economic times.