Computer Consulting: Don’t Market the 90’s Way
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Computer consulting businesses shouldn’t tout their certifications as their main marketing messages. Focus on building your own brand identity in computer consulting.
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computer consulting, small business computer consulting, IT consulting
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The 90’s was a time of certification for computer consulting businesses. Everyone touted what formal partnerships they had with what major corporations. “Hire us because we’re a Novell certified shop†or “Hire us because we’re an IBM business partner.â€
Most consultants aren’t leading with that anymore because they don’t want to be perceived as an extension of that company sales force. They want to be perceived as their own brand of computer consulting.
The Benefits of Partner Programs Have Disappeared
In the old days, you used to get big MDS and co-op advertising when you were in a partner program. Those days are rapidly ending, so there’s really no financial reason for sticking their logo all over the place anymore. Spend more time branding yourself as opposed to just focusing on the solutions that you represent.
Stick To The Products You Know
Naturally when you get new computer consulting prospects and you’re taking them through the qualification stages and sales calls, you’re going to tend to recommend the solutions that you’re most comfortable with.
If you’re authorized to belong to a program, you’re going to recommend that particular solution. That’s fine, but don’t make your marketing message focus on just that particular product or that particular platform.
Don’t Become a Commodity
If you do, you open yourself up to commodity priced competition. Your prospects will ask why they should buy their NetWare license from you if they can get it cheaper on the Web or through mail order. Don’t open yourself to a bidding war.
That way of marketing is dated. It’s passé. You are much better off if you market what your computer consulting business can do for your client!
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