IT providers care about products. IT buyers care about making more money and spending less. Top-rank channel pros therefore talk to clients about business needs and business value rather than servers and software.
“The end user is not always concerned about what is the product that you’re going to sell me, but how does it solve my problem?” McMillan notes.
Stegner concurs. “They’re more consultative,” he says of market-leading partners.
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Jay McBain, principal analyst for global channels at Forrester Research, outlines 10 ways VARs, MSPs, solution providers, and system integrators can make money with the Internet of Things today.
At IT Glue’s GlueCon event this week, CEO Chris Day (pictured) and other expert speakers said that best-in-class MSPs excel at these five specific functions.
Businesses looking for help with digital transformation are not taking an RFP, linear approach to purchasing, so stake out a specialty or niche and grow your influence from there.