Make a Retailer - Harness the Power of the recommendations

When the Kansas City Federal Reserve Bank President Thomas Hoenig said recently that the economic outlook for the first half of 2009 looked "grim", could have made the vibration stomach. Most likely, you do not feel any economic aid until the third quarter. At the end of 2008, factory orders, home sales, and service industries were still experiencing a rapid decline. There is also a dim light at the end of the tunnel?

How will you survive the recession? How will you ensure that customers continue to look to you for products and resources that maintain significant value, even in these difficult times? If we look back in history and study successful companies, those who took the course or, better yet, has done well during economic bad times and survived prospered because of word-of-mouth recommendations. The concept, of course, is nothing new. We use it every day. Your best friend recommends a great new Indian restaurant. Your mother just had a great experience with a new dry cleaner in town which is now certain to be tested. Your running mate ran 10 miles in new state-of-the-art sneakers that have made those miles feel like five. You get the picture. People are more inclined to try new things or make educated purchases if someone else has made a recommendation. What does this mean for VARs in 2009?

The dealers are an integral part of your sales team

Did you know that the retail PC, 67% of all those who come into the store to ask the representative of a recommendation, and 97% follow him? This means that 65% of the product coming out of the store is determined by the product name that comes from the mouth of a sales representative. I hope you already see where I'm going here. Your products must be those recommended by your dealer.

So how do you do this? How do you create a partnership with customers to encourage them to recommend your products and services in front of everyone else at their disposal? Let's take a look at some simple ways to make the purchase.

- Retailers should use the product personally. Your dealer should always have your own personal copy of your latest software product or specialty that you want to sell. We give this. And 'free of them and keep them (marked "Not for Resale"). Everyone likes to have something for free. Giving them a copy of your product benefits only, because if a representative is to use the product and sympathy, they are more actively recommend it.

- Become a teacher. It is likely that retailers have used your product with one (or more) of your competitor, so that you are familiar with the general concept of why someone would want this last piece of software. Now it's your job to show that a representative end-user must choose your own. Spend time with your resellers and offer a hands-on tutorial of the product. Walk through the special features. Show them the points of difference that distinguish the product from the others. Reinforcing the point of sale to them and answer their questions. Get fully educated and engaged, and welcome them into the fold! Encourage your vendors to use personally in their daily lives. The more you use, will become more familiar for them.

- Spring Training. Take the time to invest in training and periodic vendor (or redevelopment) with the product. Give them a Playbook and offer seminars on how retailers can easily sell the product to their customers. Your software is easy to use than any other? Owner has a back-up feature? He has an unlimited number of users per copy? During these training sessions short (30 minutes is usually ideal) teach your dealers as, in turn, inform the end users using the product. Give them the value added phrases that will help close the sale. Making it easier to sell their work, they are naturally going to want to recommend your product over the competition.

- Communicate the changes and updates. Branding your dealer is not a one-shot deal where you walk in, hand over to the dealer for a free product, and go away, hoping they will use and recommend. What happens when you create the 6.02 update? Or the technology needed to use the changes of products? Encourage the personal use of the product is an attempt underway. You want your dealer to have the latest version or new products in the shortest possible time, and therefore able to recommend with all my heart as if it had been used for years. So, when you have an update or to offer new services or functions, start the training process again. It 's your responsibility to give your dealer the tools you want to sell your product.

- Use the Internet for training and virtual communication. Everything we have discussed so far in this article could be done online. While I am an advocate of face to face, if you have a group of retailers who have not been able to travel easily or if it is difficult to find a peaceful moment, think about using your site as a portal for communication and education. You can publish white papers on your products or host webinars, podcasts, and online training courses.

- Establish "Members Only" eliteness. Remind your vendors that are part of an elite group of carefully selected companies, which are valued, respected members of your team. Create a password-protected location on your website for information and offers available only to them. Reward their loyalty with valuable information here, and occasionally as an incentive Spiff. Maintain regular communication, reminding them of the support of their sales efforts. The check-in at least monthly to see if you can answer questions or provide additional information. At the very least, your commitment is to strengthen and maintain this high level of top-of-the-mind awareness!

The bottom line is that in this troubled economy, you want your resellers to sell yourself and your products. The easiest and simplest way to do this is to encourage them to learn about their services in and out, answer any questions you have, and give them the ammunition they need to close the sale. Presenting an opportunity for a dealer to give a recommendation for something they know and feel confident about is very powerful - for you and the dealer. The dealer stumbles to his client informed and guided. And you reap the benefits arising from the sale .......