Comms dealers have been warned that they risk alienating potential customers if their pitches rely too heavily on still undefined concepts such as unified communications.
This was among the findings of a reseller report conducted jointly by Illume Consulting and Equinox Business Consulting, a new channel consultancy developed by comms veteran Dave Millett, former operations and marketing director of hosted unified communications provider Inclarity.
Speaking to MicroScope, Millett said resellers needed to better target their sales patter, admitting the UC proposition has struggled to gain traction in many cases due to both a lack of definition and focus around potential RoI.
“It’s still seen as a catch-all. You still get people specialising in one area saying its UC when it’s actually just a bit of the picture, like presence,” said Millett.
“Say you get two resellers coming in and talking about unified comms, but if one does presence and one VoIP, then to the layman they’re talking about different things,” he added.
The report also covered other topics key to helping resellers survive the recession, such as broadening their portfolios, and differentiating their offerings with effective bundling or services wraps, as well as keeping an eye on their vendor partners.
Millett urged dealers to be alert to the warning signs of trouble in vendor-land during the recession, such as a reduction in marketing development funds or overt internal cost-cutting measures.
“A lot of people in the channel haven’t experienced a recession before and don’t necessarily know how to handle it,” he remarked.