For the past 12 months, TA has been attending various telco & computer equipment VAR ("value added reseller"), network systems integrator and MSP ("managed services provider") trade shows and events in an effort to better understand the fabled "IT Guy" and learn what network service agents need to do in order to earn their trust to the point where they will bring us in on their equipment deals and let us take care of their customer's voice, Internet and data needs.
Well having attended ITEXPO, MSP Alliance, CompTIA, UC Summit and SMB Nation events over the past year, TA's met enough telecom equipment & IT guys and IT vendors on the VAR trade show circuit to have a pretty clear idea how to work these VAR trade shows and events in order to efficiently screen all the "IT guy attendees" to make sure the friendly ones know how to do business with TA's members and vendors.
In 2011, TA's going to take the whole "find friendly VARs & IT guys" to the next level and pull out the TA trade show booth and go to all the VAR trade shows that make sense to build the industries best list of "IT guys" that understand the network service residual revenue opportunity that are ready to say, "yes" the the question, "Can I quote the voice, Internet or data on your next equipment deal?"
At all the VAR trade shows TA attends in 2011, we'll be promoting network service sales in advance, at the shows via speaking opportunities and at all the show networking events. Our prime goal will be to let VARs know that TA's vendor and members are the "screened" network service subject matter experts and vendors they want to profitably work with. TA will distribute a directory at all VAR shows that list TA's premier vendors and agent experts.
After each 2011 VAR trade show, TA will write a detailed report of all the VAR lessons learned for distribution to all TA VAR Tradeshow Co-op members. Additionally, TA will directly introduce all co-op members to the new VARs we met at the VAR tradeshows so that co-op members might engage these VAR "friendlies" directly.
I can tell you from personal experience over the past year that the IT VAR audience is both the best and the toughest audience for network service vendors and partners. They're not motivated by money, they're motivated by trust. Waiving cash at them only annoys them. Before they would consider doing business with you they need to first know you understand and value what they do for their customers. That's why TA believes we are best positioned to open this lead source up to TA's members and vendors.
To get a list of the VAR trade shows that TA is planning to attend in 2011 as well as a detailed list of the TA VAR Tradeshow Co-op Benefits for both vendors and members please send your contact information to Dan@TelecomAssociation.com.
Questions? Contact me at 951-251-5155 or Dan@TelecomAssociation.com.