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Digital Directory
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JUNE 2013



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Digital Version
Now Available
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This Issue, Number 396, Since January 1980,
Tells You The Channel Of Dealers and Distributors
Is Alive And Has A Place In The Imaging Industries.

EVERY WEBSITE TELLS A STORY......You've heard the old saying, "Do as I say, not as I do," happens too often in the channels as well. Oftentimes, manufacturers talk in grandiose terms about how dedicated they are to the channel and how they want to push more sales through "partners." So, how do we measure that? Responses to questions about that statement get a response that sounds something like this: "We are committed to the channel and we want to double our business through the channel in the next two years." Or "We are 100 percent channel." Having the ability to express yourself allows you to be noticed as someone that is prepared and more capable. Those with verbal skills are able to communicate more powerfully and motivate others.

Getting the real story is a bit more difficult. But think about this. There are over 2,000 vendors that claim to be channel oriented. And in each issue of Dealer Communicator there are 16 ongoing advertisers that are committed to getting their message directly to you.

About a month ago, I decided to take a look at company websites and in a completely unscientific way determined who is really putting partners front and center. I took the role of an end-user customer who went to a company website to investigate product and from whom to buy. Here's what I found.

Not all sites have a button leading a buyer to "Our Distributors". Some require a magnifying glass to "find the dealer button." Most are geared (maybe in headlines and content only) for direct sales. Of course, a website doesn't tell the whole story of channel commitment but the little things count, and to me there's lots of room for improvement on these sites - and in the way channel vendors communicate to their dealers and to those they would love to have in their channel.

TWO MORE NOTES.... I'm happy to see more dealers are becoming marketing oriented; getting their names in Dealer Communicator. And, as you've noticed we changed Business News to News To Help Dealers. //

Want to win a crisp, straight from the mint $2 Bill? First Five emails with the name of the company back in Dealer Communicator after not being seen for almost a year to omike@dealercommunicator.com.

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