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November 2009 | Volume 12 / Number 11
Enterprise View

A Reseller Educational Series: Getting Ready for 2010

Large corporations generally have their 2010 business plans in place by early December. Resellers and small- to medium-sized vendors are usually too busy closing year-end business to finalize their plans before January. However, there are some tasks that should be started now.

Begin with a quick assessment of 2009. Revenue numbers through the third quarter should provide an adequate year-end projection. Purchasing patterns have changed from 2008 as companies still have a recession mindset. Nonetheless, your company can be a 2010 winner with a first-rate strategy in place to overcome this challenge.

Next, identify which product lines had increased or decreased revenue in 2009 and endeavor to ascertain the reasons. For example, were customers shifting from legacy products to newer technologies such as moving to Dialogic Brooktrout (News - Alert) SR140 fax software from traditional fax boards? This type of assessment is critical to determining where to allocate your resources for 2010. If you need to replace weak product lines begin the research now by going to for the latest product reviews and trends.

Retaining customers is imperative and selling add-on products or migrating customers to the latest technology (as in the SR140 example) is a first-rate retention strategy. Support is a high-margin profit center so renewing agreements is critical. Track these trends for 2009 and make adjustments accordingly. Sometimes giving a small commission to your support engineers is a more efficient method than limiting renewals and upgrades to your sales team. Support calls provide an easy transition for an engineer to say “Your support agreement is about to expire, would you like to renew now?”

Landing on your feet running in January is imperative, so put ITEXPO (News - Alert) East from Jan. 20 through 22 in Miami on your calendar. Attendance for this year’s conference was 8,309, a 15.5 percent increase over 2008, which makes this event a proven winner. Check out the exhibitors list in advance and schedule times to see the new products you are evaluating. And don’t forgetter Reseller Day for the free reseller conference sessions. IT

Max Schroeder is the senior vice president of FaxCore (News - Alert) Inc. (

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