Running with the single-brand revolution
Historically, is has been accepted that a B2B solution that encompasses ‘best of breed’ electronics components – representing a plethora or unrelated brands – is better than a total, single-brand solution from one vendor. This may be because there has been no real alternative before, and also, perhaps less need. But the B2B environment has changed, and with it, the needs of the B2B community. In today’s world, a brand eclectic approach dominates; in tomorrow’s world, it will not.
The brand eclectic approach works adequately when everything is running smoothly, but what happens when something goes wrong? If a customer has pulled together a collection of products himself, he will need to contact a number of different vendors, most of which may blame the other components. Everything will be covered by different and unrelated warranties. If a reseller was involved in the original sale, a similar situation will exist with none of the vendors interested, a raft of unco-ordinated warranties and the poor reseller stuck in the middle – indeed, that’s probably a situation many have already experienced.
By consolidating a firm’s IT solutions into a single brand approach, the whole process is simplified. With all component parts of the IT mix already compatible, there is much less risk of things going wrong. And if it does, the warranties are all synchronised and there is only one point of contact for help. By buying into a single brand solution, the vendor, reseller and customer all have a closer relationship as well as an in-depth knowledge of the products and services on offer.
And because, at the heart of the LG Business Solutions offering is our newly launched Partner Portal, which provides an online, 24/7 single point of communication for all information – from pricing and parts, to market intelligence, competitive bulk pricing and so on, there is a strong support network that will build long term relationships and trust.
We really understand our products – and the channel really understands its customers, that’s why it’s all about partnership.
Although these are early days, it’s intended that portal support will build over the forthcoming year. LG intends to provide ongoing information about new products, updates and upgrades and so will be able to build long term relationships with customers and plan future upgrades. In 2010, we will include marketing collateral – including case studies and success stories – market development funding, deal registration bonuses, discounts on training plus extensive technical and sales training and rewards programmes. Behind this will be dedicated account management by staff with strong industry knowledge and easy communication with the LG sales team.
Some people in the market have said we’re being brave but I don’t think that’s true – I think we’re being quite clever, waiting for the market to mature and now, with so many businesses cutting back, we’re taking that opportunity to recruit the best people. They will be entering the market with the best, most innovative and considered single brand offering.
By the third quarter of 2010, I’d like to think that LG will have become something that everyone else would aspire to be involved in. Whether they’re resellers or other manufacturers, they will aspire to be involved in this because they’ll see the value in what we’re doing and understand that it can be part of their future.
