Adaptation key to 2012 success

Bertrand Coquard says tumultuous times may continue, meaning VARs must remain flexible and customer-focused

For the technology channel, adapting to new economic requirements has become imperative.

Global and local economies have undergone tumultuous change in the past few years, with more upheaval likely. Most are simply getting down to business and working out what can and cannot be done, adjusting spending and planning to match the new reality. It has meant that different spending rules now apply both on personal and business levels.

Key to a healthy business is regular and even cashflow. Rather than concentrating on quarterly targets, which can lead to dramatic sales charts and unrealistic pressure on the channel at certain times, we use regular checkpoints to help spread the goals more evenly.

This smooths out cashflow, helps spread credit and gives staff incentives by providing regular benefits throughout each quarter.

Another area of vital importance to the channel is product innovation. Both consumers and business buyers are increasingly looking for value for money rather than the out-and-out fastest at any price.

A full range of products will address the needs of a wider range of buyers.

This year will require resellers, distributors and vendors to be incredibly adaptable as market conditions continue to change almost day to day.

Be it by creating a commission and goal structure that helps ensure even cashflow; bringing products to market that address the budget needs of buyers with high-performance demands; or spotting new trends and practices in your target market, this year is going to be all about adapting to new circumstances.

This will help you make headway even in a stormy economy.

Bertrand Coquard is director of the EMEA component channel at AMD