Walk The Talk

On a flight to Kolkata recently, I struck up a conversation with a gentleman
working with a commodities exchange organization, focusing on the power sector.
On learning I was from CyberMedia India Ltd, he talked about how he has kept
track of the IT industry through Dataquest and

PC Quest. And he lamented over how there was no publication in the power sector
that spoke extensively of that vertical. He urged that CyberMedia come out with
a publication exclusively addressing the needs of the power industry.

This reminded me of the constant statements of partners in B and C-class
cities lamenting that they don't have much sources for getting technical
hands-on knowledge. This is the recurring statement that I have come across in
most of the cities the IT Panchayat has visited.

Most of these partners said that vendors and distributors offer technical
workshops and seminars only in the metros and A-class cities while the smaller
towns are given a step-motherly treatment. This is despite the fact that
business in metros and A-class cities is hitting a plateau, while it is booming
in the smaller towns.

Such a scenario is surprising, given that most vendors talk about focusing
more on the smaller cities, where they see more traction in sales. It is a
typical case of vendors not walking the talk.

Partners should be more vociferous in their demands for better access to
technical workshops and seminars. There is no earthly reason why vendors will
not hark to this. Most companies have got a huge market development fund, which
is usually not fully utilized.

If partners do feel that vendors are laidback in listening to their needs,
they should take a stand about it. Often the channel is also guilty about
becoming complacent when faced with a problem. They rarely try to get the issue
resorted, instead preferring to just complaining and playing the blame game.

Sometimes, words are not enough. They should be followed by some productive
action. Most towns today have a local channel association. Awaken to its
strength. Get your association to talk to vendors and get them to organize
knowledge dissemination programs.

Don't take things lightly. If your business is getting affected because you
do not have adequate knowledge to clinch deals, it is up to you to take some
steps to stem this. Unless you make some noise about it, how will the vendors
sitting miles away from you be able to listen?

Think about it.

vinita bhatia

vinitavs@cybermedia.co.in