'The biggest channel lesson I've learned'

With a combined 122 years in the channel, we ask four channel stalwarts what they wish they knew when they started in the industry

Wresting the technical side of technology's ever-vacillating nature, alongside the business challenges of being in the channel, places our industry on a perpetually steep learning curve.

Those in the channel are constantly learning more about end-user demands and how to operate as a successful business - but what are the major factors in all this?

We asked four channel execs to describe the single most important lesson they have learned about the channel, and if they could give one piece of advice to themselves as they were first setting out in the channel, what would it be?

Derek Jones, managing director of Synaxon, said: "I have worked in the IT channel for close to 35 years now, which is a sobering thought and makes me sound old, although I certainly don't feel it.

"After a six-year stint in the Army, followed by a short period in sales and sales training in the chemical industry, I was introduced to the technology channel in 1984 and am fortunate enough to say I have never looked back."

As for the single most important lesson Jones has learned about the channel in that time, he said that you have to keep moving - "only the dead fish go with the flow".

"The pace of change in the technology industry is breath-taking and the channel has to keep up with the pace. The hunger and curiosity about technology is getting even stronger now, so there are even more opportunities," said Jones.

"People are fascinated by IT and what it can do and emerging technologies such as IoT and AI and are making it even more intriguing."

Jones said that technology touches everyone's lives now and as individuals and businesses working in the industry, we know that we have seen only the tip of the iceberg - the best is yet to come.

"There is much more that technology can enable us to do and the possibilities for us all are expanding in every direction. The next decade will be the fastest moving and most exciting we have ever seen."

As for the one piece of advice to himself as he was first setting out in the channel, Jones said to "believe in yourself and back yourself to win".

"Always be positive and if you get knocked down, get up, dust yourself off and keep working hard to achieve your goals and never ever give up. The other advice I would give to my younger self would be: don't try to be a lone wolf, don't be an ‘I know best', join a collective as early as possible in your career; together businesses thrive," added Jones.

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'The biggest channel lesson I've learned'

With a combined 122 years in the channel, we ask four channel stalwarts what they wish they knew when they started in the industry

Rafi Razzak, founder of Centerprise, said he has been in the channel for 34 years and the single biggest channel lesson he has learned is around the agility and the combined power of the channel.

"We have seen ups and downs but the channel has always survived monopoly and major vendor control," he said.

As for Razzak's one piece of channel advice to his younger self, he said he wished there was an independent forum that could be the voice of the channel on a collective basis to help start-up companies, regulate the business rules to ensure quality and reliability, and assess the risk to the channel.

"This has to be independent from vendors and self-regulatory," added Razzak. "I was one of the founders of the PCA but that was limited in those days to the UK PC manufacturers. I resigned when the direction was changed to involve sponsorship from vendors to the association as I felt that tarnished the effectiveness of the forum."

After 24 years in the channel, Alicia Shepherd, head of sales at ‎Terra Computer, said the most important lesson is around reputation.

"Reputation is everything. If you say you are going to do something, do it. This is what I do and my customers and the teams that work for me know that," she said.

"If you lead by example, do what you say you will do, then you get a good reputation and earn respect. I will never ask anyone on my teams to do something I would not do myself. I have had bosses who did do that, alongside bosses who did not. As I worked myself up the ranks, I would like to think I'm someone who does."

As for the one piece of advice for her career-starting self, Shepherd said it was something she did herself anyway - work hard.

"I was quite fortunate because my brother was already in [the channel] so I always had an insight. My brother always said ‘work hard, play hard and what you put in, you'll get out'. That is the mantra I have stood by," added Shepherd.

Christopher Roche, managing director of Celerity, said after 29 years in the channel, his biggest lesson is: "Be honest. If you can't do something, don't attempt to wing it.

"Integrity is far more important than a quick win followed swiftly by a loss of reputation… In essence if you are going to do something, do it well."

As for his one piece of advice as he was setting out in the channel, it would be "listen - two ears one mouth!"