Do the Right Thing

At face value trade distribution to IT SMEs - the business I'm part of - is like any other business. We need a great range, keen prices and genuine service for customers to use us.

But when you look harder distribution is actually very different.

In distribution we make our money selling other people's products not our own. Which gives us, like all disties, little to distinguish ourselves.

But what's this got to do with you - an IT SME? Well, if you read on, you'll find out...

Selling for beginners

Businesses have to sell on the basis of competitive advantage. They have to show prospects why they should choose them. If they don't they're a "me-too" - there's nothing much to differentiate them. For all intents and purposes they're the same as any other.

In the distribution business points of distinction are few. The bottom line is you're either easier to use, cheaper, the only one with stock or customers like you more. So not that much to go on. And for what there is being best can come and go plus some of it's pretty intangible. Competition turns on a relentless game of one-upmanship on a few things, some of which change and are hard to quantify.

The only way to get ahead is do something hard to copy. The only way to establish true competitive advantage is redefine what you're competing with. If you've no products of your own to work with that means you can only do something with what's left: service.

Charity starts at home

"Customer care" is a curious thing – because it's not what it says it is. Usually, it's taken to mean making sure customers are content with the service they get and how they're treated. So it covers acting on feedback as well as communicating and making sure they feel good about using you.

And as good as all this is, it's stuff that's about helping the business do better. Which is what makes it all so peculiar - it's not about helping customers! Yet caring is a compassionate, not selfish act. So cynics would say customer care isn't about looking after customers at all. It's about looking after number one. And giving customers the impression you care.

Reassuringly unexpected

If you're thinking I've dammed customer care you'd be wrong. If you're thinking I'm suggesting you ditch it you've missed the point. Everything about customer care is good and right. But it falls way short of doing anything truly meaningful.

What's at issue is making customer care something that actually cares and isn't lip-service. What matters is delivering customer care in a way that looks after - even nurtures - customers. The challenge is how?

What would you do if, like us, the success of your business relied totally on the success of your customers - IT SMEs? How would you go about caring for them a way that's genuine and concrete as they see it?

A unique service from Target Components

To oil the wheels let's turn this around. What could we do that gave IT SMEs confidence we actually care? What could we do that went beyond serving them the best we can and became something with honest meaning?

Don't answer, let's cut to the chase. How about we do something unexpected? How about we do something unheard of in a low margin, cost driven business sector like ours? How about we invest in our customers' businesses? How about we don't only think about our business we think theirs too? 

Nuts? No, not a bit - that's exactly why we created ShopTalk. It's a free business advice service devoted to helping IT SMEs build better businesses. The premise is simple: if they do better we do too. Why wouldn't we want that?

ShopTalk comprises workshops, one-to-one advice, blog, pricing survey, sharing best-practices and an incentive loyalty program. No other distie offers anything like it. No other distie invests like we do in IT SMEs.

Hidden gems

Of all the services ShopTalk offers two stand out as firm favourites. Two services our customers rank best because they use them most. At this year's Open Day I'm going to talk more about them in my session "Do the Right Thing". Because more of our customers would benefit from using them.

The first one is the National Retail Price Comparison, our unique pricing survey. It helps IT Retailers set prices fairly with their peers and compete with the big chains. We ran the survey earlier in 2017 and I plan to talk about some of the insights it found.

The second is ShopTalk Rewards, our ‘different' loyalty program. Different because it pays customers in account credits earned buying products and services from other businesses. Different because it pays customers to buy things that help them save money and build a better business. Things like business insurance and IT apprentices. The program launched at the start of 2017 and in my session I'll talk more about how customers can take part.

Do the right thing

The Target Open Day is free to customers (IT SMEs). Doesn't matter how long they've been one or how much they spend, all customers are welcome. And if you're not a Target Customer and fancy coming, drop me a line. I can make it happen.

Every year the event grows: last year we had some 300 attendees. Customers love its blend of exhibition, business advice, networking and fun. It really is unlike any other IT show.

Businesses have already signed up from as far afield as Inverness, Belfast and Jersey. So, if you're an IT SME, why not come and join in? You won't regret it I guarantee. Do the right thing: come and see "Do the Right Thing". I'd love to see you at my session and everyone at Target would love to see you and say hello. Go on, you know you want to, sign up here.