Industry Voices: John George

John George explores how resellers can stay ahead by harnessing their unique selling points, refining their sales strategies and adapting to the ever-evolving technology market

CREDIT: This is an edited version of an article that originally appeared in Dealer Support

In the latest in our Industry Voices series, John George of JGBM shares his insights on how resellers can stay competitive by leveraging unique selling points (USPs) and embracing a strategic approach to sales and marketing.

Reverse Engineering Solutions

“The concept of reverse engineering solutions is central to JGBM’s approach in developing the support and resources that empower resellers. By focusing on USP, dealers can clearly differentiate themselves and highlight the value-added benefits of purchasing through a specialist reseller. This strategy ensures that resellers can effectively communicate the distinct advantages they offer, such as specialised knowledge, personalised service and tailored product recommendations through quality marketing.

The technological aspect of products, and the pace of the market causes a lot of issues for dealers, because they are changing all the time, as is pricing as new products come to market. The challenge is how they get them in front of their customers. We’ve always got to be helping dealers to sell technology and helping brands to sell technology through the dealer community. That’s our role, and we’ve got to always develop to stay relevant.

Understanding the Opportunities

The key thing from the dealer point of view is having USP product knowledge. How do they price technology? Where do they get the knowledge to make it a consultative sale? If the pricing is too high and customers don’t have visibility of product details and promotions, it’s going to turn them off buying. So, we need to ask ourselves how can we fix the price issue? How can we give the resellers better content? How can we get videos in front of dealer’s customers?

It’s having a sales and marketing strategy to go to market that’s critical, as well as clarity on the scale of the opportunity. You’ve got to make sure everyone is moving in the same direction – making sure the broad overview of the vision is shown to everyone in the business, from the sales team to warehouse to customer services, so that they know where its headed and what we’re trying to achieve.”