Q&A technologyreseller.co.uk 33 DISCOVER YOUR NEXT KEY PLAYER WITH HENLEY EXECUTIVE MSP and Channel Recruitment Executive Search and Selection SPEAK TO US TODAY TO SEE HOW WE CAN HELP WITH: - RECRUITMENT PLANNING - CANDIDATE SOURCING - EXECUTIVE SEARCH & SELECTION www.henleyexecutive.co.uk [email protected] 0333 567 4888 are often the most expensive. This is sometimes a difficult truth to explain to clients. To service our growing range of customers and continue to provide best practice solutions, channel portfolios need to be flexible. TR: Could vendors and distributors do more to help you overcome these challenges? And if so, what? AW: We’ve all seen different approaches to demos and trial products/services – some useful, some not so useful. My advice to vendors and distributors would be to avoid the hard sales approach and to let people get on and test the product. Let the service speak for itself. The customer’s choice is vast, so win them over by giving back some of their most valuable asset – time. If you can show that what you’re selling can save time/energy, then you’re onto a winner! TR: Are customers becoming more demanding, and if so, in what ways? AW: The demand for instant results is a challenge, especially with the likes of Amazon driving customer expectations even higher. Often, a task will take time and investment, or it is simply not worth the money. Cost controls are pushing hard on value, especially with the volatile global situation and rising prices. This is understandable. We’re all under pressure, but often the best value for money comes from a more expensive product/service. A balanced approach is required. TR: If you could change one aspect of your job, what would it be and why? AW: I love my new role as Managing Director of CETSAT. It’s been a busy start, with no two days the same, and I wouldn’t change that. If I could improve one part of what I do, it would be to engage even more with those working at the coal face who make a real difference in our processes. We’re aiming to hold a coffee morning with every single CETSAT employee over the next few months, to have an honest conversation about what’s going well and what they think could be improved upon. These have already started, with valuable feedback coming in. Understanding areas of weakness is a vital part of any growth strategy. Progress made, but more to do. https://cetsat.com/ TR: How have you changed/are you changing business operations to exploit new opportunities? AW: In previous years, we have relied on word of mouth and exceptional delivery to find new clients. With our new Sales Director, we are actively exploring new ways to expand the business that we have not tried before. This includes wading through hundreds of newly released products and helping customers to understand their needs before directing them towards the right solution. In addition, we are being more proactive on social media. This has become the primary way companies communicate with their stakeholders, and it’s essential we shout about about the good work we are doing. Previously, we have been too humble and modest. CETSAT teams are completing fantastic work on a daily basis - let’s tell people about it! TR: What do you see as the biggest challenges facing channel businesses today? AW: With a vast array of products delivering similar results, the best solutions
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