Resellers who fail to add real value to their customers are less likely to retain those customers in the medium to long-term. That’s the view of Zuraida Smail, channel manager at MWEB Business, who points out that it is far more cost effective to retain and grow existing customers than to try and attract new ones. However, it is just as important to attract new customers as well.
“One way in which resellers can add value – a way that costs absolutely nothing – is to offer their customers accurate and reliable advice. This is particularly important when customers have to make a decision on something that could negatively impact their business,” she says.
“Take the issue of connectivity as an example. There’s a range of connectivity options available out there, and within those options a host of different ‘flavours’. Usually, a business person without extensive IT knowledge will not be in a position to objectively decide which is the most appropriate for his or her business. That’s where the reseller can provide objective, informed advice.”
Smail points to ADSL connectivity options as an example of where resellers could play an important role in guiding their customers.
“It may not always be easy. Business people are constantly being bombarded with advertisements and media reports of ever declining ADSL prices. But they are often not aware that not all ADSL solutions are created equal – even if their advertised specifications appear to be the same.
“It is up to the reseller to explain that there is a very good reason why some solutions are cheap and others cost slightly more. They need to explain the complexities of contention ratios, shaping and throttling; and why a product designed for consumer consumption is probably unsuitable for a business environment.
“And they need to explain that even within the business ADSL solution space, there are differences in the performance of the different products on offer. At MWEB Business, for example, we have our uncapped, unshaped, unthrottled solution which offers users consistent quality of service for all types of traffic; and ADSL Lite which prioritises business data over other types of traffic,” she explains.
Resellers also need to encourage their customers to consider whether ADSL is indeed the best, correct or only solution for their particular business.
What if there are no ADSL lines available in a particular area, or if the copper lines are degraded and prone to regular faults, or if copper thieves regularly target that area?
In these circumstances, resellers should encourage their customers to look at alternatives such as fibre – if it is available – or a failover solution such as 3G or even satellite.
“If resellers are to advise their customers correctly and want to be able to offer a solution that truly is the best for their needs, they need to partner with a provider who is able to offer the broadest possible range of connectivity solutions,” Smail concludes.
“One way in which resellers can add value – a way that costs absolutely nothing – is to offer their customers accurate and reliable advice. This is particularly important when customers have to make a decision on something that could negatively impact their business,” she says.
“Take the issue of connectivity as an example. There’s a range of connectivity options available out there, and within those options a host of different ‘flavours’. Usually, a business person without extensive IT knowledge will not be in a position to objectively decide which is the most appropriate for his or her business. That’s where the reseller can provide objective, informed advice.”
Smail points to ADSL connectivity options as an example of where resellers could play an important role in guiding their customers.
“It may not always be easy. Business people are constantly being bombarded with advertisements and media reports of ever declining ADSL prices. But they are often not aware that not all ADSL solutions are created equal – even if their advertised specifications appear to be the same.
“It is up to the reseller to explain that there is a very good reason why some solutions are cheap and others cost slightly more. They need to explain the complexities of contention ratios, shaping and throttling; and why a product designed for consumer consumption is probably unsuitable for a business environment.
“And they need to explain that even within the business ADSL solution space, there are differences in the performance of the different products on offer. At MWEB Business, for example, we have our uncapped, unshaped, unthrottled solution which offers users consistent quality of service for all types of traffic; and ADSL Lite which prioritises business data over other types of traffic,” she explains.
Resellers also need to encourage their customers to consider whether ADSL is indeed the best, correct or only solution for their particular business.
What if there are no ADSL lines available in a particular area, or if the copper lines are degraded and prone to regular faults, or if copper thieves regularly target that area?
In these circumstances, resellers should encourage their customers to look at alternatives such as fibre – if it is available – or a failover solution such as 3G or even satellite.
“If resellers are to advise their customers correctly and want to be able to offer a solution that truly is the best for their needs, they need to partner with a provider who is able to offer the broadest possible range of connectivity solutions,” Smail concludes.