As an SMB, with a great idea and a great product to sell, we could be missing just one vital tool: a selling engine.
If that is the case, by putting the three contexts together, we come out with some interesting questions.
Quite often, as SMBs, we have not developed a strong channel for selling our products, as VARs and DISTIs tend to go for the already established brands. So looks like the easiest way is to go direct. But, after all the cost cutting driven by the crisis, it is likely that we can’t afford such an expensive option. So?
There’s one more option. If we look at the same issue, with the VARs’ eyes, this looks more clear.
Well, the VAR has a big dilemma too. The good VAR is always scouting for new cool products, they invest in bringing them to new markets, they sell them and, after a while, they loose the reselling agreement or simply end up with no way to survive on the really tight margins left by the big vendors.
But, if you put the two pictures together, than a viable options pops out. The SMB vendor has the product and need help in selling. The VAR knows how to sell and market, but is looking for products. This is a clear call for both to cut a deal. A big one. Not a reselling agreement: a joint venture, if not a merger.
Can work, can not work. We’ll never know if we do not look into it.
