Digitalisation made easy
For the channel, the opportunity to define a customer’s digital strategy has never been greater, writes Andrew Taylor, CEO at Gamma.
For all the pros and cons of DX one thing is abundantly clear – a business’s vision for the future must include a digital strategy in order to be successful. However, for many businesses the concern is less about going digital and more about what is the easiest and most cost effective way to engage with their customers and suppliers – and digital is the best medium to achieve this.
As the digital landscape evolves we have seen a major shift within the purchasing cycle as customers are no longer passive participants but rather driving the conversation while suppliers scramble to cater for their demands.The margin for error continues to shrink.
Strategies and tactics deployed by sales and marketing teams a decade ago would make the modern buyer run for the hills.
Buyer’s today are savvy, diligent and much more actively involved in the sales process. While they do not accept being sold to, they expect brands to meet them where they are and prove their value before earning their business.
A business’s vision for the future must include a digital strategy in order to be successful.
Strategies and tactics deployed by sales and marketing teams a decade ago would make the modern buyer run for the hills
For many businesses digitalisation is daunting.
In a single generation they have had to adapt to a set of new marketing channels, decide which technologies will help their business grow while trying to beat their competition. By leveraging their position as a trusted advisor resellers can help clients develop digital and IT strategies that address emerging business needs for seamless customer experience and quality service.
The channel is essential in defining the digital strategy, customer-centricity is key to implementing the technology that will enable a customer’s business to improve and operate more efficiently. Providing mediums like desktop sharing models, video conferencing and live chat as well as having staff that can sit face-to-face with a customer provides a well-rounded and efficient approach to customer acquisition. Technology moves rapidly and in order to ensure the communications solutions you implement will be relevant to the customer’s business plans for the long-term, it needs to be mobile, flexible and address all stages of the buyer’s journey.
The key for partners is to add new solutions to their portfolio that offer real value to the customer while putting themselves in a powerful position to cross-sell or upsell. In order to sell solutions and support customers successfully, a solid understanding of your customer is vital. The product or technology is irrelevant at this stage, it’s about understanding the overall business operation and the pain points that need to be relieved. This is how the channel can differentiate themselves against businesses buying ICT services off the Internet.
Partners that listen to their customers, understand how their business operates, the problems they have, and can solve those problems are the ones that will thrive.
In order to sell solutions and support customers successfully, a solid understanding of your customer is vital.
Enabling Gamma partners to grow
Working with innovative suppliers that have the skills to integrate business processes with technology is fundamental to realising your potential as a reseller. Without a solid foundation in this relationship, you could be held back by the lack of experience and support.
Gamma’s focus is, and will continue to be, on developing innovative ways to help the channel succeed. Our ‘easy to do business with’ mantra underpins everything we do at Gamma and we will continue to bring to our partner base.