The COVID -19 crisis and subsequent worldwidelockdown, turned the global economy upside down. First of its kind, the global pandemic led to closedown of businesses across the countries. In India too, many businesses and industries severely impacted due to the sudden business closure and temporarily discontinued their operations. The IT hardware channel industry was one of the most affected industries and incurred huge losses during the initial months of the lockdown. However, the industry was quick to bounce back with new synergy. The credit goes to the channel partnerswho took enormous efforts to keep the business up and running. Customer connects, innovative marketing approach and support from industry stakeholders were key attributes to their victory over the crisis.
While the lockdown put several restrictions on the physical movement, channel partners focused on re-defining their customers’ relations through innovative means of communications. Partners made sure that they were in constant touch with their potential customers. “We strengthened our connection with customers through various means of communication. This helped us to do business even during lockdown”, said Mazhar Patel, Director, JBA Infosolutions Private Limited.
Partners also focused on building long term strong relationships with customers. “As not much business was happening in April, May and June, we decided to strengthen our relations with customers so that when the lockdown is lifted, they will first remember us for their requirements”, said Nichay Gupta, Director of DataForce.
Partners also leveraged the power of social media to expand their customer base.“We decided to utilise the power of digital means to tap potential customers. Social Media/Email marketing/Whatsapp played a big role in creating a buzz about our offers among existing and new customers”, said Bobby, Director of A.S. Enterprises.
Whereas, Mukesh Sinha, Associate Director, Om Sai Corporation said, “All our sales executives kept a regular touch with customers and also requested them to refer potential business inquiries to us. Also, we are prioritized after-sales service to satisfy our customers and fulfil their grievances amicably.”
“We strengthened our connection with customers through various means of communication. This helped us to do business even in lockdown times.”Mazhar Patel, Director, JBA Infosolutions
“We are prioritized after-sales service to satisfy our customers and fulfil their grievances amicably.”Mr. Mukesh Sinha, Associate Director, Om Sai Corporation
Digital is the new normal and partners are also getting familiar with the new way of business. Also, value addition has gained much more prominence during these times and hence, partners are now shifting from conventional box selling to service-oriented business for sustainable growth. Experts say the trend will continue and more partners will turn to solutions selling.