A long time ago, in a galaxy far, far away, winning the deal was the name of the game. When you walked into a sales meeting or first started working a prospect, all you had to worry about was closing the deal. Maybe you’d discount. Maybe you’d throw in something for free. Or maybe you’d just bring donuts. No matter what your ploy was, the goal was always the same simple outcome – close that deal.
Well, those days are gone, my friends. Today, if you want to build a successful business and be a valuable partner, you have to win customers, not just deals. Catchy sales buzzwords like “solutions selling” and “consultative sales” will just leave you looking like another “me too,” and it’s gonna take more than establishing distribution partnerships with industry leaders like Avnet and leveraging the strengths of cutting-edge Oracle Sun solutions – though those certainly can’t hurt.
Today’s successful reseller must make herself indispensable to customers and vendors by relentlessly focusing on putting “value added” back in front of “reseller.” Sure, anyone could tell you that, but we’re gonna boil that down to four very simple building blocks: resources, expertise, services and specialization. We like to call it “getting some RESS,” because we really like puns. The truth is, though, that you already have them all, and if you don’t, Avnet can help with our own RESS. Start making the most of them today to add value and win customers, not just deals. Tomorrow might be too late.
In this issue of Avnet Advantage, we’ll take on the topic of resources. Do you have support teams dedicated to specific accounts, specific verticals or specific technologies? Do you have folks who provide onsite support? Maybe you’ve implemented some handy tools for customers to manage their accounts or buy from you online. All of these are resources that put you head-and-shoulders above the box-movers who are trying to win deals. In many cases, these are things that are already on your balance sheet. Putting them in front of your customers won’t cost you a thing, but you’re probably not using them to win customers. Get the maximum ROI out of your resources. Make them a cornerstone of the value you offer to your partners and customers.
Stop reading this right now and write down at least three resources you offer (or could offer) to add value and make your business stand out to your customers and your partners. If there are resources you’re missing that you think are key to adding more value, reach out to your partners at Avnet within the next week and find out how we can help you fill in the gaps.
In the next issue of Avnet Advantage, we’ll dig into expertise, services and specialization. We’ll have ideas and questions to help you think differently about your business. Until then, get some RESS.
Eryc Eyl / Freelance Writer and Business Consultant
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