Recasting the reseller business

Change is inevitable and uncertain but the channel should embrace it and use it to shape desired business goals

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Recasting the reseller business ((ITP Images))
By  Manda Banda Published  February 23, 2014

Change is inevitable and uncertain but the channel should embrace it and use it to shape desired business goals.

Legendary Apple co-founder and visionary Steve Jobs once called death “the single best invention of life. It is life’s change agent. It clears out the old to make way for the new.”

Jobs’ sanguine view of death says as much about companies as it does about human beings. It is a concept worth thinking about as the regional channel grapples with the creative destruction that is ripping the traditional solution provider and reseller business model to shreds.

The only constant is change and resellers that do not embrace it will get left behind. My perspective is that it’s best to accept change as inevitable, to embrace it, lead it and use it to shape desired outcomes for your business.

With disruptive innovation rapidly accelerating the pace of change, recasting the reseller or solution provider business model and the technology services choices facing the Middle East channel is exactly why we started the Channel Conference agenda two years ago. Even this year, we remain committed to understanding and working collectively with partners to find solutions to the business challenges using our conference platform.

I believe that resellers and solution providers that quickly accept and embrace change will be rewarded with a larger share of increased profitability. This will happen at the expense of those that wait or don’t remould their business philosophy where only change is constant.

The lesson for solution providers and resellers that want to climb the channel ranks is simple: change or die. That means making sure you understand the business and technology models that are ripping up your business, and adapting to them.

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