Channel Transitions West: CharTec CEO Says Don't Sell — Get People To Buy

Bernadette Wilson

By Bernadette Wilson

Channel Transitions West: CharTec CEO

What do you do better than your competition?

That was one of the compelling questions Alex Rogers, CEO of ARRC Technology and CharTec, asked his audience at Channel Transitions West on April 29, in Santa Ana, CA, the first of the 2014 Channel Transitions VAR/MSP Executive Conferences, powered by Business Solutions magazine.

Rogers, founder of the multimillion dollar managed services provider (MSP) ARRC Technology, went on to establish CharTec, which, in addition to providing Hardware-as-a-Service, offers MSP and IT business training.

Rogers took the audience through an exercise of listing what they do well — and all the VARs and MSPs in attendance listed similar things. He says when all companies make the same claims, a customer will likely buy on price. When that occurs, Rogers concludes, “We’re a commodity.”

He explains the key — instead of learning how to sell — is to learning how to get people to buy. Rogers says addressing a company’s issues, such as security related to mobile devices or managing customer data, changes the process from selling services to “selling business productivity.” An MSP needs to show a potential customer how technology can solve the challenges their company faces.  

To find out what those pain points are, Rogers says, MSPs have to get people to talk. “You have to get in, get the facts, talk, and get them to open up.” he explains. This is a skill you have to learn, and you have to be able to back up what you say. “You have to be credible,” Rogers comments.

Channel Transitions is sponsored by: Platinum Sponsors GFI MAX and Mercury, Gold Sponsor F-Secure, along with industry association partners CompTIA, The ASCII Group, the Retail Solutions Providers Association (RSPA), and the Association for Automatic Identification and Mobility (AIM).

For more information on upcoming Channel Transitions VAR/MSP Executive Conferences, visit www.BSMinfo.com/go/ChannelTransitions.