Mrs. PL is an exceptionally good cook. I don’t just say that because she is my wife, I say it because I fundamentally enjoy her food more than just about any restaurant I’ve ever been to. I won’t go so far as to blame my weight gain on her cooking …I’ve put on about 7 pounds give or take for each year we’ve been married …as I have nothing but a lack of self control, love of good wine, and inability to put down geek toys and take exercise to blame for that. I’ve discussed exactly how this all happened here and here.
But I’m not the only one who gets the benefit and joy of Mrs PL’s exceptionally good food. Mrs. PL runs the catering and prepared food side of the family business, a butcher shop in Edgware, cooks prepared meals and just about anything you can think of for customers and local organisations. And many of them are as devoted followers of my wife’s culinary delights as I am! Indeed, we were on holiday in Cannes several years ago when a woman walked up to as as we were walking down the croisette …a customer, as I was later to discover …and proceeded to order her cooked chicken, soup, roasted vegetables and all the trimmings for the Friday when she returned to London.
Now, Mrs. PL is always happy to help and is genuinely delighted when people enjoy her food. What I admire most about her is that she also isn’t terribly precious about others knowing that it was her what cooked them their lovely meal. I’ve been to houses and events where I have overheard the host accepting compliments for the meal they have cooked …I’ve even had the host not realise who I am and ask me if I’ve enjoyed his/her food. To which I smile kindly and reply, ‘Yes, Mrs. [Insert Surname Here]. It was delightful! Perhaps the best chicken I’ve ever eaten!’ It would probably be crude and overly cheeky to then inform her in mixed company that I’m sleeping with the chef.
What has this got to do with Data Storage & Protection?
Mrs. PL really doesn’t give a jot if folks who buy her goods try to pass them off as their own. She understands all too well just how difficult it is work and also manage a home, PL Junior, me with military precision …and also find time to cook great meals [Note: I’m not trying to be sexist here …I’m rubbish at cooking!]. The only time she does care is if she hears that someone didn’t like the food! She prides herself on using quality ingredients and spending the time to make the food properly, so if someone has a complaint …she wants to know about it so she can ‘fix’ whatever process or ingredient has led to a possible perception of substandard quality.
I have sometimes heard the term ‘reseller’ used at industry trade shows and even by customers as if it were a four letter word. Now, I don’t disagree that there are resellers in our industry who have failed to add value, recommend a solution based solely upon the margin they reckon they’ll get from a particular vendor over another, or just won’t work with customers such that they are recommending and implementing solutions which are of real and demonstrable value …which reduce risk, not introduce it. But we’re not one of them. In fact, I would go so far as to say …we’re not a reseller, we’re a service and solution provider. I’m not alone in this, either …my boss hates us being called a ‘reseller’ only slightly less than I hate being called ‘Matt’.
That said, I am not advocating that we make sandwich boards which say ‘We’re awfully nice folks and can add value to your business!’ and go picket our customers. Nor do I believe we should be so arrogant as to say ‘well, we’re £1.35b company so we must know what we’re talking about!’
So what makes us different from ‘resellers’ and how can we articulate our value to customers and vendor partners alike?
Firstly, I fundamentally know that we recommend solutions based upon the demonstrable cost reductions and optimisation we bring to customers through programmes such as Sharpen Your Business. How? Well, one key way is by simplifying the messaging during the sales cycle. Note that this doesn’t mean diluting the messaging, but let’s be honest …customers don’t particularly care about zero page reclamation, or automated storage tiering, or data deduplication in the same technoweenie ‘indulge my inner geek’ way that I do. Want they want to know is …how will this solution help me reduce costs and optimise my business? We have answers to those queries, and that is what our internal sales Masterclasses and related sales enablement are all about. Equally, watch this space as I’m developing collateral to help our sales folks articulate how these technologies reduce costs and optimise business in language business folks will understand and relate to.
Secondly, remember [ROI] + [CBA] + [DPB] = [CSS]? Click here if you need a quick refresher, but when we’re working with vendors we need to understand …how will your solution positively affect the return on investment for our customers? How will your solution positively reduce CapEx and OpEx costs for our customers, expressed in a cost benefit analysis? Let’s not get too wrapped up in how fast we can whiz a zero or one from point A to point B …that’s what I’m here for, as is our data consultancy team …but, rather, challenge our vendor partners to help our customers understand how specifically their solutions will work in the equation above. As always, I’m available to help our customers …and anyone else who wishes …understand this more fully.
Finally, we shouldn’t be in any way dismissive about how, no matter how insanely great and safe our recommended solution may be, customers may feel regarding perceived risk within a Computacenter recommended solution. Given we do this day in and day out, it can sometimes be easy to forget that whilst we may see the benefits of automated storage provisioning with a grid storage architecture …if you’ve never seen such a solution before, all you may see is risk, more risk, and complexity. Our job …with support from me and the consultants …is to take our customer on the journey, using all the tools we have at our disposal. Short demo videos, which are currently in production …cost models that show that for a £1.3m expenditure, you’ll save £2.0m per annum each year for five years …demonstrable customer reference sites. You get the point I’m sure. That said, I think the ‘secret sauce’ is in our ability to underwrite and gainshare with selected customers once we have agreed it necessary to cover the risk potential. We reckon you’ll save £2.0m per annum and, if you don’t …we’ll write you a cheque*. Now, don’t get me wrong …I wouldn’t necessarily lead with this message as it should be seen and appreciated a tool and not a gimmick, but I’m convinced that this empathetic and credible offer is unique in the marketplace.
And sets us apart from our competition …the ‘resellers’ …thus articulating our unique value to our customers and our vendor partners alike.
Have a great weekend,