Five Ways to Grow A World-Class IT Reseller Business
Michael has created a channel focused company that is passionate about helping our partners grow their business, through innovative sales, marketing and technical activities.
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Having operated as a specialist IT solutions distributor since 1991, we have built a thorough understanding of the IT channel, as well as the strategies that work (and some that don’t). We have also worked with some of the top-performing IT resellers in the market and understand how best to interact with vendors to help maximise revenues and build up a strong, focused channel.
Drawing on this unique experience, here are five ways to grow a world-class IT reseller business:
1) Select Technologies That Can Help You Grow
It is very important that you understand your customers’ needs and that your IT solutions are as attractive as possible to your end users. You want to sell products and services that are not only highly efficient and cost-effective but are able to compete with future IT solutions and enable you to grow your business.
To achieve this, you need to do your research and carefully select the market you want to target. The key here is picking an area that is expected to grow exponentially over the next few years. For example, Gartner claims that cloud spending is expected to reach $216 billion in 2020, up from $111 billion in 2016. With this sudden spike in expenditure, it makes sense for an IT reseller in search of success to take advantage of this lucrative opportunity.
2) Aim Big, Go Niche or Get Out
Often considered to be the resellers’ mantra, this statement emphasises what you need to do to make it in the business: monopolise, specialise or just leave it to the other guys. While it doesn’t guarantee success, it makes a lot of sense.
Every successful IT reseller business starts off with a three or five-year business plan, setting out their desired objectives, chosen products and services, growth opportunities and target markets. Of course, this can and most likely will be reviewed and updated regularly over this period of time to reflect company or market changes. However, it is absolutely vital that every reseller develops a business plan from the very beginning so that its “go to market” strategy is clear and concise.
As well as outlining specific milestones and plans for your IT reseller business, it is also important to be particular when it comes to your range of IT solutions. Not only does this mean that your business is more targeted, it also helps you to establish your organisation as a specialist and leading IT solutions reseller.
3) There’s Margin in Mystery – Become an Expert
This is particularly true when you are selling more complicated IT solutions. If you have chosen to sell technologies that have a strong market demand (as suggested above) and are relatively complicated, becoming an expert will help you stand out from the crowd, be competitive and generate a higher margin.
Remember, if you sell generic IT solutions or provide generic customer service, your customers will expect to pay generic prices. You want customers to pay that bit more for your in-depth expertise and high-quality service – the truth is that they will be happy to, if this is what you can offer.
4) Hire Good Talent and Build A World-Class Team
Regardless of which business you are in, every company’s success comes from and is sustained over time, by having the right people. It’s impossible to build a world-class business on your own, so think about the kind of team you want to build and the principles that define your organisation. This will help you choose the best individuals for your company.
Of course, you have to maintain talent as well. While this has a lot to do with the IT solutions and services you provide, culture also plays a pivotal role. I recommend a “be honest” policy–honesty is always the best approach when you're trying to engage and motivate your employees. In turn, they will help you build a fruitful IT reseller business.
5) Ask for Support from Your Distributors and Vendors
As an IT reseller, you are not and should not be on your own when it comes to making the important decisions that could potentially drive business growth. Work with your distributors and vendors to maximise the opportunities in your respective market and ensure your reseller business is as successful as it can be.
For instance, Data Solutions has a very strong reputation in sales and marketing and we offer these services to our reseller partners. We know how to maximise the resources available from our vendors and work well with our partners to agree “go-to-market” activities specifically tailored around each reseller’s unique selling points. As the saying goes, “two heads are better than one!”
The IT market is one of the fastest-growing industries in the world which is why it is crucial that your organisation stands out as a world-class IT reseller business. This takes careful planning, in-depth knowledge and the best people.