IT buyers now only spend money to save money

Niche software applications are gaining traction in the channel, claims Dustin Newport

Dustin Newport: The right niche app can save your customers money -- but the onus is on the reseller to find it

Spending money to save money has been a prerequisite for all business this year. This has opened doors for the more enterprising distributor and started to make it attractive for niche applications if you can pass the ‘spend money to save money’ test.

You need to communicate the concept and understand that customers today will only buy if you can convince them that spending money on a particular technology will fulfil their business needs, make them more efficient and save them money.

Selling niche products is about understanding the day-to-day challenges of particular job functions, teams and departments, as well as organisations.

Niche application developers often create their software specifically to overcome real business challenges, not just capitalise on the latest capabilities.

Rather than trying to shoehorn a mass-market product into a specific organisation’s needs, niche software can provide the right answer.

Mind-mapping software is one of those niche applications that can help businesses with project management, consulting, problem-solving, information management and planning.

Resellers must illustrate how individuals can save time, conquer information overload, and be more creative and effective by using it.

We believe it has time-saving and idea management capabilities that mainstream software does not deliver.

Mind-mapping software is all about action and output. Too many meetings end with lots of great ideas but no accountability or follow through.

Knowledge workers can benefit from business process applications. It is also the reseller’s responsibility to find out how and where the success stories of using niche applications develop.

I think that information overload, desire for personalisation of applications, and ever-tighter integration between applications is driving a need and acceptance of niche products.

Dustin Newport is commercial director at MindGenius