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Hello!

In this month's edition of Ahead of the Curve, we give thanks for the little things in life, including smaller, emerging partners that can renew and energize your channels.

Happy Thanksgiving!

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 John Wilkinson
jwilkinson@thoughtwav.com





Small: The New Big

In case you missed the news (amidst more controversial topics like the health care debate and whether Fluffernutter will become Massachusetts's official sandwich), let me draw your attention to this year's Neiman Marcus annual luxury catalog, launched in time for the holidays.

I'm not a Neiman Marcus shopper, but as a marketing professional, I couldn't help but appreciate the art and science of positioning when I read that "…about 40 percent of the items are less than $250," (the Cupcake Car, however, is not one of them) and that "even in financially challenging times, there's a place for fantasy." In other words, Neiman Marcus has something for everyone, including shoppers on tight budgets this year. Apparently, even this bastion of high-end retail sees the opportunity to appeal to shoppers "down market," as it were.

Time and again we're asked to help a company get its products and services into large, well-known VARs or distributors. But, while the quest for big game is natural and an important part of any well-rounded portfolio, smaller, niche partners can prove equally valuable. (And, when we say "small," we're not talking about "two guys and the dog in the garage." Rather, we mean emerging companies with some critical mass of resources and, ideally, a unique offering geared toward your target market.)

As a starting point, here's why those smaller, quality partners may be worth your effort:

  • It's easier to get the attention of senior decision makers, as there are fewer of them.
  • Finding the complement with your product and services is faster, as their product portfolio is less complex
  • Time to market is quicker, given there are fewer sales folks to train and engage.
  • Most importantly, many of these small partners are critical to reach the small-to- medium-sized business market, an aspiration for many technology firms.

Sounds great, right? Well, before you go rushing off, remember that working with small partners requires a different approach to be effective. You can't simply put feet on the street to work with each and every one. Instead, small partners offer the opportunity to put low-touch and online vehicles to work. To that end, an effective approach for small partners includes:

  • Developing a dialogue through social media and networking tools.
  • Utilizing telesales and telemarketing to continue the dialogue, and providing a "go to" place for those who need more information or guidance.
  • Packaging and deploying a step-by-step on-boarding process (first you do this, then you do that…), accompanied by practical training and tools that help move them through each step on the way.

Most importantly, an investment in smaller partners requires focus on development and growth. While each partner may deliver less to the top line individually, the sum total of your efforts can have a dramatic effect on the bottom line.

As Neiman Marcus demonstrates, the current economic environment needn't constrict your efforts to connect with small (less rich) partners. In fact, many an emerging business will turn out to be among your most loyal and productive partners, if you've addressed their development needs effectively.

So, let's salute "Small as the New Big" this year as another way to stay ahead of the curve, and steer clear any wayward Cupcake Cars you may see on the streets.


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Thoughtwav helps companies build and execute profitable go-to-market strategies through direct, partner and alliance channels.

email:  jwilkinson@thoughtwav.com
phone: 781-652-8727



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