Get Those Consumers

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To target the growing demand from the consumer segment it is important to know and learn their needs; and develop solutions that delver.

It is a known fact that the Indian consumer has awakened to the importance of information technology and its pertaining devices in their life. Possession of top-of-the-line IT devices and gizmos is as much a need as a lifestyle statement for the end user.

So the vendors at a regular interval are introducing newer products that are stylish, eye catching and high technology. Their expectations of the channel partners are simple. It is 'Go get mantra' that the vendors are constantly feeding into their reseller partners.

Today the aim of most vendors even at the consumer level is not to push boxes but to make the end user buy the box and all the accessories that go with it. All the focus is on selling complete solutions to the consumer segment. All the big vendors like HP, Lenovo, Canon, Samsung, LG have actually formed strategies of bringing in products that complement each other.

So naturally the expectation from the channel partner is same in this case. Most vend

ors have actually started training their reseller partners to sell a complete solution rather than just boxes. This naturally means more volumes and better margins and incentives for the channel partner.

Then how does a channel partner go ahead and sell a solution to a consumer? First and foremost a reseller who is targeting the consumer segment needs to understand the psyche and mindset of the buyer. This is a segment, which is very fickle and very demanding (even more than the SMB client is).

Very few buyers actually come with a set idea on the kind of technology or device they want to buy. More often than not their decisions to buy a particular product change as they check out the ranges of products shown to them. So the best way to capture their attention is to make the consumer buyer aware about how owning a particular device is going to enhance their life or way of working.

A reseller should constantly think of value-add. But a pitfall in this case is tryi