EIGHTEENTH POST

When I list the top users in my area, most of them have a cabling system specification that has been the primary or exclusive product for all cabling requirements. The biggest reason I hear when I ask "why do you use brand ?" is simply "that is what we've used for years."

I am not sure about you, but I find it difficult to get people to change. Sometimes the incumbent brand will lose focus, scrap a key product, or make a significant shift that forces the user to go with another solution. Generally, incumbent specs are sticky.

Price rarely changes a specification unless there is a dramatic difference. Sometimes the departure of a decision maker or business partner that supported the previous brand will open the door for change. Occasionally a distributor rep or contractor is the influencer we need to drive the change process, however, if they are already getting the business, what's in it for them?

So how do we sell any of our products into large users with long standing competitor specifications? Here are a few ideas that your competitors are probably not thinking about because today, they have the business.

Convergence is a term we've heard a lot of in the past ten years. Security, Building Automation, Lighting Controls, HVAC systems, and life safety systems are IP based or moving in that direction. What does this mean for us....more rack space, more four pair and fiber, panels, outlets, pdu's, cabinets, labeling, and maintenance opportunities. Are you able to effectively discuss the top two or three systems in each space? Honeywell, Siemens AG, Emerson are all players in some of the different IP based systems. What kind of equipment do they need in the TR or Data Center? How can you position yourself as an expert to help your IT contact who is now besieged with more systems hanging on his network? Perhaps the incumbent cabling system brand isn't keeping tabs on their long standing account.

Is the incumbent contractor on solid ground? Financial, project management, or general workforce changes can often impact quality negatively. Sometimes the user doesn't realize this is happening. Point out areas where the incumbent isn't following industry standards or generally regarded best practices. Does the incumbent contractor have a growth plan as more building systems become IP based? If not, start talking to the user about their TR's, rack space, and power requirements to support convergence.

Lastly, there are cable and asset management software packages for users to better manage their cable plant and network devices. Some of these offerings are web based, affordable, and

offer a strong R.O.I. Pick ine that you can sell or refer and show the user a demo.

Your users and prospect all have needs that incumbent competitors are not addressing. Addressing these needs in a professional, proactive manner will lead you into more conversions and more sales!