Mexico. Comstor reports that the lack of strategy can interrupt the results of IT channels. Large companies around the world have been suffering significant declines in turnover and the value of their shares thanks to changes in the market, brought by new technologies.

In a moment of high search for effective IT solutions that accompany the needs of each market, the channels of products and services must be prepared to respond, clearing doubts from their customers and offering the right product for their need, avoiding that their sales suffer an exponential fall.

Strategy, is the keyword for the channels. Now the customer has many more options than he ever had, this means that the environment for any market is intense competition. For an IT channel to stand out, it is necessary to innovate.

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The end customers of the IT channels do a lot of research before closing a business. They want to know where they are investing each penny and how each technology will give results in their businesses. Added to that, the huge competition created new needs for the sales department.

How about being more proactive? Check the customer database and list companies that have obsolete equipment? A call, offering a service or technical visit can guarantee a good sale.

Now more than ever, marketers need to be fully aligned with marketing, with technicians and engineers to deliver the ideal solution, without detours. Detailed and well-structured sales planning is necessary to serve the client in the best way.

Companies without planning fail in their strategies
We are going to mention the case of those companies that, when they see a great opportunity that the market is anxious to buy, enter the segment with sharp demands, attending a great demand during a specific period. They grow a lot and fast during the first years, without strategies and without great commercial efforts or structuring of equipment and planning.

Result: In the medium term are predestined to have a huge stumble, because other companies perceive the need to innovate and invest in the segment, completely transforming the supply and demand relationship, which reduces prices and finally, allow customers to be still more selective when closing a business, looking for companies that add more value to their products and services. Another very important point to be considered in the IT market, is that the technologies are transformed and evolve rapidly, that is, the market focus, one day may be exactly what your company dominates in technical terms, but in a matter of months it is possible to find a change that causes an impact on the demand of your company.

In case of punctual entrepreneurs such as those mentioned above, it is necessary to understand that the demand in one hour ends and the market evolves. Thus, there is a need for these companies to evolve together with the market, preferably anticipating new demands in order to have no doubts.

Generally, the lack of IT channel strategies involves some important points in the definition of marketing and sales strategies, such as the definition of the target goal.

The target audience must be well defined
Regardless of the IT channels, work more with virtual than physical attention, prospecting clients of all sizes or acting in divergent and digitized IT areas such as Cloud Computing and Digital Education, no company is capable of attending to all customers of the market.

Defining a target audience is essential for any business strategy. It is necessary to identify the size of the company, the market segment, the geographical region, the person responsible for the negotiation, as well as other essential characteristics to close good business and develop a sales model.

These actions will help develop another essential factor for the success of the channels: strategic planning. With this, it is possible to define the size of the team, what professionals will be necessary, the format of the service, which channels will be used, how the after-sales service will be carried out and planning the sales pipeline, among other important points. Without strategic planning, sales of IT channels will not be made in the most efficient way possible.

Thus, we perceive that the lack of an efficient strategy, based on good knowledge about customers, market and technology, can cause bad focus of actions and a fall in the sales conversion of IT channels, harming their results, competitiveness and survival in the market.

Santiago Jaramillo
Author: Santiago Jaramillo
Editor
Social communicator and journalist with more than 15 years of experience in specialized digital and print media for Latin America. Currently Editor of the Security Sales, Building Management and Academic Coordinator of the TecnoEdificios Congress.

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