Want Access To Your Vendor? Try Networking

By Gennifer Biggs, security, storage, and managed services editor

For full disclosure, let me say right off that I am a huge fan of industry events. Not just the large, generalist events such as CompTIA Breakaway, but also the smaller, vendor- and distributor-sponsored gatherings geared specifically toward channel partners. Why? First, the learning opportunity is unparalleled. Not only do you as an IT business owner get to learn from your vendor partners, you can access the advice of successful peers in your space. At CompTIA Breakaway alone there are four days of educational offerings, including two peer-to-peer sessions, four featured presentations from industry leaders, and five panels, plus a laundry list of presentations, everything from business strategy to healthcare opportunity, and marketing to consultative sales techniques.

In addition, and here is an often overlooked bonus of attending industry events: You get the opportunity to pull up a chair next to the VP of channel programs or product development for your favorite (or least favorite!) vendor partner and introduce yourself. With a little effort and a handful of business cards, you can put a face to your name with vendors. You may be surprised at where the conversation goes when you introduce yourself and take some time to chat. Take the opportunity to praise the vendor's product, ask about the company roadmap, or gently question an aspect of the vendor's program you are dissatisfied with. What you do with that opportunity is up to you … but don't forget to weigh that opportunity as you consider investing in travel this summer and fall.

For example, at industry events, I have shared lunch tables with CEOs of various vendors, and chatted about sports with VPs and EVPs during cocktail receptions. Not hard work, and it may not seem much at the time, but when I've got a question about an industry trend or that vendor's channel program or product R&D, its nice to know my name on an email connects with a memory. And that can go a long way toward getting an answer.

Looking for some events to attend? Join me at CompTIA Breakaway Aug. 9-12; not only am I facilitating two peer-to-peer groups, but I am also hosting a panel on how to successfully migrate to a managed services model. If you're interested, visit here and use code VBK10BS to register as a free guest of Business Solutions magazine (VARs and MSPs only!)

Additionally, there are other events on the horizon. ASCII will be in Orlando on Sept. 16 and Boston on Oct. 14, then SNW Fall is in Dallas on Oct. 11-14, and there are several vendor specific events coming this fall as well. I know it can be an investment, but I promise, you'll learn a lot, you'll meet great peers who are willing to share their advice, and you'll get the chance to meet and greet with the leaders of some top industry vendors.