Channel apathy?

Don’t be so hard on the independent sector

I’d absolutely agree that resellers do need to get out and network with their peers as much as they can and it is highly commendable that CRN is staging events and opportunities for them to do that. I’d encourage you not to lose heart and to keep trying – the channel needs it. But I can also see it from the other side. While the resellers we work with remain positive and optimistic, there is not one that does not worry about the future. All of them would welcome the opportunity to hear the views of other businesses that are facing the same challenges – how to find new business and how to retain and grow existing customers.

The problem for many of them is that, with the challenging market climate that seems to be prevailing, they are having to put a lot more effort into just keeping customers happy and winning new business is hard work. While taking time out of the office to get some different perspectives and new ideas would be extremely valuable, if they need to meet or do something for a customer or a new prospect – or there is a chance that they will miss a good opportunity – they will probably give the event a miss. They might well register with every intention of coming but pull out when work overtakes them or something comes up.

I also suspect that a lot of resellers are becoming more sceptical about attending events in general having attended too many in the past where they are simply pitched to once again by suppliers. There needs to be some real business value in an event (without a sales pitch) but there also needs to be a fun or social element in my opinion. Being an independent business can be a lonely and sometimes thankless task (I know I was one for many years) but attending an informative business event that offers something different as well as a serious networking opportunity can be a real boost to the individual and consequently to their business.

We have run events ourselves recently and we know how hard it is to persuade people to give up their time. As our resellers are already part of the Synaxon community, they are perhaps more likely to be fully committed to coming to Synaxon events – both our recent North and South meetings were well attended and everyone who came gave us really positive feedback.

I would expect the feedback from the resellers that attend CRN’s events to be just as positive – listening and talking to your peers is a great way to hone your thinking and take your strategy forward.

Finding the time is not always easy, but it is always worth it.

Posted by Derek Jones | 07 Jul 2011

A common problem

We've run and taken part in many events over the years, and it's a common problem. Even big events at the NEC and Earl's Court can be sparsely attended and leave you wondering why you bothered as vendors from other stands wander round to bag all your freebies.

I second the comment about charging a small fee - we've done that in the past and it seems to encourage greater attendance. Getting speakers to promote the event to their networks is another tip - people are more likely to come along when they've been invited by a speaker.

It's easy to get discouraged though, especially when so much time and money is invested in putting on an event. I think that's why virtual events are becoming more common - the attendance probably isn't much greater, but the overhead is a lot lower!

Posted by Helen Hopper | 05 Jul 2011

I can't be bothered with apathy.

Sara, you make some great points in your Blog. Our industry is still moving faster than almost every other industry and technologies, terminologies and solutions are constantly evolving; the only way to stay on top is to communicate with like-minded individuals in the market.

I would fully support events that bring together the reseller community to help develop business practices and opportunities. We will growth quicker together than alone.

Andy Dow
Marketing Director
Computer 2000

Posted by Andy Dow | 04 Jul 2011

Unfortunately a well known problem...

One way to reduce the number of people that sign up for events but don't show up in the end: Charge a fee - that you get back when you actually take part in the event.

Posted by Dina Haack | 04 Jul 2011

Not everyone thinks the same way

We've never registered for an event and not turned up I think that's most unprofessional. I find the few events I've attended extremely useful t our business. Clearly not everyone thinks the same way.

Posted by Garry Stonehouse | 04 Jul 2011

Hi Sara

I was going to come along to the recent Cliud event but I couldn't get visibility of speakers and agenda so in the end I didn't sign up or attend. On the day it was tweeted it was a great event and good speakers - I wish I had got that info beforehand. Hope that helps

Nigel

Posted by Nigel Dunn | 04 Jul 2011