The Perfect Vendor DNA Triad: Right Solutions, Local Partnering and Local Marketing
No matter where the race begins in business, it’s almost always won on a local track.
Sure, the “think globally and act locally” mantra has been around for years. But making those words part of a company’s DNA takes deliberate top-to-bottom-line actions. And if your business includes developing, selling or implementing solutions for customers, you will be well served by partnering with a vendor who can walk the “glocal” talk.
To me, the vendor selection process comes down to three factors: the right solutions, of course, but successful local engagement and marketing are just as important in many ways. These three elements working together represent the winning ticket.
While many vendors can get an edge with global marketing campaigns, solution providers must make a more direct connection to the hearts and minds of individual customers. Showing how big-picture claims relate to specific needs and pain points quickly becomes paramount. Your solution is what matters most, but the approaches you take — and impressions you make — from start to finish can influence the buyer’s decision.
Think about how profoundly the brand name of the vendor you are associated with can initially affect a prospect or existing customer. Of course it has a lot of weight.
But, in our industry, what the brand signifies is merely the starting point. How you, the local solution provider, shape perceptions exceeds all the brand equity in the world. If your vendor partner understands this reality — and helps you effectively align your brand with theirs — then you’ll be in much better position to break away from the pack of competitors.
When you ultimately select a vendor, or reconsider current partnerships, be sure all of these advantages are on your side:
- Solutions that not only address immediate needs but also scale with future requirements
- Tools and resources that help you present tangible ROI and best overall value
- Demand-generation programs and initiatives to jump-start success
- Customizable co-branded marketing assets that cost-effectively open business doors
- Rewards that make sense to your business model — not just based on sales, but also product knowledge, service capacity and customer satisfaction, as well as marketing and sales activities
When you’re in the home stretch, regardless of deal size or type of customer, you want a vendor partner that puts your needs first. If you conduct the right due diligence and analysis, you’ll know if that’s in their DNA.
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