Monday, March 19, 2007

“New” SGI Member Experience…Establishing New Markets

“New” SGI Member Experience…Establishing New Markets

Establishing new markets, particularly outside your ‘home’ market or existing geographical territory is never easy. In fact, finding the right partners/ distributors/ resellers is the most difficult, costly, and time-consuming activity. Even with exhaustive research and legal/contractual arrangements, there are no guarantees of success. At Primeur (a European Premier level IBM Business Partner), we struggled on our own to break into the US market.

Las Vegas, NV (PRWEB) April 2, 2006

Establishing new markets, particularly outside your ‘home’ market or existing geographical territory is never easy. In fact, finding the right partners/ distributors/ resellers is the most difficult, costly, and time-consuming activity. Even with exhaustive research and legal/contractual arrangements, there are no guarantees of success.

At Primeur (a European Premier level IBM Business Partner), we struggled on our own to break into the US market. After six months of devoting significant time and resources, exhaustive travel and numerous meetings, we had succeeded in cultivating the serious interest of only one company.

I had an opportunity to meet Success Group International and Marv McGrew during one of his European development trips. During our initial meeting, I was impressed with the simplicity of the business model SGI presented and the perfect opportunity to turn around Primeur’s North American market penetration strategy. Our initial reaction, however, was that the cost of Membership was more than our small company budget could afford. We knew the profile of the companies we were looking for and still hoped to find the ideal distributor and so we continued our own endeavours for the next few months. Further time wasted and lost opportunities forced Primeur to re-evaluate and the decision was made to engage channel development expertise and join Success Group International (SGI).

As an SGI member and because of our new relationships with SGI partners, the next trip to the USA was radically different from those in the past; it included three meetings with pre-filtered potential partners at C level, and two leads within weeks. The climax, however, was at the IBM’s PartnerWorld meeting where SGI organized a series of networking events. The net result of these collegial events was; one more lead, participation at a future focussed lead generation event at significant discount, an additional two partners in the USA at “C” level (one of whom we were able to insert into a proposal immediately for ‘local’ support), and the somewhat unexpected but very welcome additional benefit of three companies who could add to our product portfolio in our home market.

You can try to build your own channel and incur significant time and expense for negligible returns or you can become an SGI member and see results quickly and economically.

Peter Sedgwick

Director, International Sales

Corso Paganini 3, 16125 Genova, Italy

+39 335 624 8382  +39 010 2781.1  +39 010 2781.239

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