ScanSource's IMPACT NOW Offers Valuable Business Education

(Orlando, FL) — At the recent ScanSource IMPACT NOW conference, there was a lot of valuable education for the VARs in attendance. From ScanSource CEO Mike Baur's state-of-the-market address to all of the ScanSource vendors' education tracks, the value-added distributor (VAD) has done a good job of reinventing its old Solution City format.  And the nonvendor presentations were informative, too. For instance, the event opened with marketing consultant Robin Robins. The rapid-speaking Robins discussed the importance of using testimonials and developing compelling marketing messages. "Ask yourself what is so unique, special, or advantageous about your solution as compared to your competitors'," she said. "Then, when crafting your message, narrow your promise, be specific, and offer a powerful guarantee." She also explained that a headline on a marketing piece or advertisement should contain a self-serving benefit or news, or it should arouse the reader's curiosity. "An offer without urgency is not an offer," she explained. (Watch for more tips from Robins in one of my future columns.)

Two other nonvendor presentations, "How To Beat Out The Competition And Win The Internet Price War" and "Bada Bing! Three Sure-Fire Strategies Guaranteed To Ramp Up Your Sales And Sales Team," also received positive remarks from the VARs I spoke with. But the biggest draw came from former GE CEO Jack Welch's Q&A session with the attendees. Welch's matter-of-fact, straight-from-the-gut style of speaking was a big hit with the attendees at the event.

Overall, everyone I spoke with thought IMPACT NOW was a great event for VARs and vendors alike. ScanSource executives were accessible, the tracks were educational, and the block party at Universal CityWalk was a blast! The event lived up to its tagline of "Immediate Business Results For Resellers."

— Dan Schell
Senior Editor