Value-Added Resellers of commodities…
Oct 4th, 2007 by Vikram Rajan
ChannelPro Magazine is for distributors and value-added resellers (VARs) of technology, OEM parts, etc. They interviewed me about the important of brand-building in their industry.
Like other brokers of commodities, VARs must focus on their expertise-based brand. Check out my comments and the full story at: ChannelProOnline.com
Since your product is similar, if not the same, as everybody else’s… you need to build your personal brand reputation - and live up to it - in order to command premium margins. If you’re a value-added professional, focus on the distinctive value.
Unfortunately, we tend to rely too much on the spec sheet. Change your mind, change your brand, change their minds. Grow from broker to expert.
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There are certainly a lot of “generalists” out there in the VARs and computer consulting world. Establishing that you are a “specialist” and selling “You, Inc.” is definitely essential if you want to command top rates for your services and advertise that you are indeed the best person to provide total business solutions for your target prospects and clients.
It’s not enough anymore to advertise commodities, the cheapest “server” or anything less than the benefits you can provide and the better businesses you can help clients build. Thanks for the article link!