Computer Consulting: Avoid Marketing Like It’s 1999

The 1990s were a certification decade for computer consulting firms. Everyone boasted about their formal partnerships with major corporations.

“Hire us because we have Novell certification” or “Hire us because we are an IBM business partner.”

Most consultants no longer lead with this, as they do not wish to be perceived as an extension of the company’s sales force. They wish to be viewed as their own distinct brand of computer consulting.

The advantages of partner programs have vanished.

Historically, when you participated in a partner program, you received substantial MDS and co-op advertising. These days are rapidly coming to an end, so there is no longer any financial incentive for them to plaster their logo everywhere. Spend more time branding yourself rather than focusing solely on the solutions you represent.

Stick With Products You Already Know

Naturally, as you progress through the qualification stages and sales calls with new computer consulting prospects, you will tend to recommend the solutions with which you are most familiar.

If you are authorized to participate in a program, you will recommend that specific solution. That’s acceptable, but don’t make your marketing message exclusively about that product or platform.

Avoid Becoming a Commodity

You expose yourself to commodity-priced competition if you do so. Your prospects will inquire as to why they should purchase a NetWare license from you as opposed to purchasing it online or through the mail. Avoid engaging in a bidding war.

This marketing strategy is antiquated. It’s passé. You will fare much better if you promote what your computer consulting firm can do for the client.

Leave a Comment

Your email address will not be published.