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The sportsmanlike attitude of UK resellers is all very well, but it's time to take the gloves off, argues Paul briggs.

Shouting about what you're good at is not usually associated with the British psyche.

Modesty, quiet confidence and playing the game properly have traditionally been preferred to the win-at-all-costs, take-no-prisoners mentality that is encouraged in other parts of the world.

We are brought up to believe that, if we conduct ourselves well in business or on the sporting field, do our best and rely on our natural ability to reach the goal, the victory will be far sweeter when the final whistle blows.

The reality is quite the opposite. This sportsmanlike attitude, while noble, is probably the root cause of our football, tennis and cricket players' inability to raise their game for the big occasion.

And the simple truth is that, as much as you try to justify it, defeat hurts, no matter how you play the game.

Worryingly, the reluctance to talk up your business seems to be endemic among UK resellers.

Many do not stress the benefits they are able to offer their customers or properly market the ways in which their business offerings differ from those of their competitors.

The net result from a customer's perspective is that they may decide to go to a competitor because its offering has better marketing impact, even though your products and services may offer better return on investment or business enhancement.

While marketing services in the past may have been overlooked, or were perhaps outsourced to vendors, there is now a growing trend for resellers to ask vendors and distributors for more direct support when approaching this important activity.

If you haven't already looked at this revenue-boosting differentiator, then it's time to talk to your vendor or distributor to see how they can help you use better marketing techniques to secure more end-user business.