technologyreseller.co.uk 25 View from the Channel TR: Are customers becoming more demanding, and if so, in what ways? AD: Yes. And that’s not a criticism; it reflects how integral technology has become to everyday business operations. Customers now expect proactive, continuous engagement. They want peace of mind, clear communication and fast resolution when things go wrong. One area that’s changed significantly is cybersecurity documentation. Insurance requirements are getting tighter, and many SMEs are now asking us to review or assist with technical compliance paperwork. It’s niche and time-consuming, but we’re happy to step up because it reinforces the trust our clients place in us, and we want them to be as safe and secure as possible. Ultimately, today’s clients want a partner, not just a provider. They need guidance that’s as much about people and risk as it is about tech. And that’s a role we’re immensely proud to play. TR: If you could change one aspect of your job, what would it be and why? AD: Like many SME leaders, I find myself caught in the classic conundrum: too much time working in the business, not enough time working on it. I love the variety, the energy and the problem-solving, but carving out time for strategic planning or innovation can be tough when your day is filled with fast‑moving priorities. Our team is incredibly dynamic and many of us wear multiple hats, which is both a strength and a challenge. We’re hands-on, responsive and close to the action, but we also need to step back periodically and look at the bigger picture. I’m working on that balance, making time to think, plan and steer the ship rather than always rowing, because as much as I love the day-to-day, the long-term vision matters just as much. With the right focus, there’s so much potential ahead. www.midlandcomputers.com 01952 588688 For channel businesses, staying relevant means constantly learning, adapting and evolving. And that can be exhausting, especially for SMEs with limited bandwidth. Every week there’s a new update, a new threat or a new expectation from customers or vendors. Specialisation can help, but there’s a growing need for providers that can offer end-to-end support, and that’s hard to do without stretching your resources too thin. We work with many SMEs that started with little or no IT support and now need everything from cyber risk advice to compliance documentation and green procurement strategies. Educating them is key, but it must be done with integrity, guiding without scaremongering and always tailoring solutions to fit, not upselling for the sake of it. Security is a constantly moving target, and sustainability is becoming a musthave. Channel businesses need to be agile, trusted and deeply in tune with their clients’ real-world needs. That’s where the future of the industry lies. TR: Could vendors and distributors do more to help overcome these challenges? AD: We’ve been fortunate to work with some fantastic vendor partners. They offer training, marketing support, technical updates and even co-hosted events alongside us. The key is mutual investment: you get out what you put in. That said, not all vendors are equal. There’s a lot of noise in the market, and sometimes the support offered doesn’t match the expectations or needs of the channel. It’s why we choose to focus on a smaller group of core partners that truly align with our values and mission, allowing us to build stronger and deeper collaborations that benefit both parties and – most importantly – our clients. If vendors and distributors want to help the channel succeed, the secret is not more tools but better relationships. Understanding our pressures, our capacity and our end customers is where the real value lies. The more aligned we are, the more we all win. TR: Where is business proving most difficult? AD: In common with many sectors, recruitment and upskilling continue to be our biggest challenges, particularly with the decline of hands-on platforms like Zenos that once inspired young people into tech careers. The move towards cloud and software‑driven infrastructures has increased the need for highly skilled teams and, at a time of rapid technological change and growing demand for our services, staying ahead of the curve demands constant investment in training, development and the company culture. We recognise that this requires long-term strategies rather than a quick fix, which is why we’re actively exploring apprenticeship routes and continue to be wholly passionate about nurturing a community of talented professionals to grow together and evolve with the tech landscape. More than half of our existing team have been with us for over 10 years, gifting us invaluable loyalty and stability in this fast-paced world. TR: How have you changed/are you changing business operations to exploit new opportunities? AD: We’ve always believed that internal evolution is essential to delivering external value. Over the past year, we’ve invested heavily in refining our own systems by implementing new tactics and critically reviewing how we use them. From AI plugins that streamline administrative work to improved workflow tools that enhance service delivery, we’re focused on working smarter to the benefit of our clients. This mindset of continuous improvement means we’re not just reacting to change but proactively creating opportunities. Our clients expect us to stay ahead, and our operational evolution is what enables us to deliver on that promise, time and again. TR: What do you see as the biggest challenges facing channel businesses today? AD: The pace of change is relentless.
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