Content Marketing Today

The Secret to Driving Profit by Delivering 24/7 Interactive Content

5 Tips to Ensure Mutual Success in a Complex Product Environment.

If you offer products that are complex–and are often sold through a value-added reseller network, you can increase profitability by making everyone’s life easier.

Here’s the secret: Find a way to help your resellers’ assembly and installation job simpler, you make them more productive, more profitable, and more loyal. You also become more competitive and more profitable. It’s all about highly targeted, interactive content.

Going Way Beyond Customer Service

Because a website is available around the clock 365 days per year, you are always available to care for your customers. Don’t miss the opportunity to provide that care.

If your customers face challenges that you can solve without human intervention, you can achieve a significant competitive edge by solving them before your competition does.

A respected colleague runs a company(let’s call them Ajax) that sells a significant amount of product via value-added resellers. The end product involves the integration of components from a changeable variety of multiple vendors. Typically these VARs have to solve the integration problem once at a time. Because they’re good at what they do,they always find a solution. But it takes more time than it should because no manual exists to walk the VAR installers step by step through the problem.

Here’s Ajax should do:

1. Create an online, interactive manual that guides installers through every known variation of components and end-product. It’s challenging but not impossible to do.
2. Extract knowledge from current staff and make it available 24/7
3. Make the online tool available only to registered personnel of authorized VARs
4. Offer online webinars to teach VARs how to use the tool
5. Continually update the teaching tool as new product combinations come to market

Here’s the result:

• Ajax VARs become more productive and more profitable. They can do more installations in less time.
• More installations = more sales and higher profits for every VAR
• Ajax VARs consider Ajax to be a trusted provider with a uniquely valuable solution
• Ajax sells more product via newly efficient VARS
• Ajax spends less time on customer service
• Ajax can afford to add more VARs with existing customer service staff
• Ajax can also sell and service more direct business
• Ajax revenues and profits increase significantly
• Ajax can measure the outcome by tying use of the interactive tool to increased productivity

The bottom-line:

• A significant one-time investment and small incremental investment will yield long-term benefits for Ajax, for its VARs, and for its direct customer
• By extracting knowledge from current staff and putting it into teachable form, Ajax will strengthen its intellectual capital as it adds new employees.