Don’t market your computer consultant business the 90’s way… as if it were still the 1990’s.

The 90’s was a time of certification mania. Everyone touted what formal partnerships they had with what major corporations. “Hire us because we’re a Novell certified shop” or “Hire us because we’re an IBM Business Partner.”

Most computer consultants aren’t leading with that kind of sales/marketing pitch anymore because they don’t want to be perceived as an extension of that company’s sales force. New era computer consultants want to be perceived as their own brand.

In the old days, you used to get big market deveopment funds (MDF’s) and co-op advertising when you were in a partner program. Those days are rapidly going away, so there’s really not even a financial reason for sticking their logo all over the place anymore. I would look to spend more time branding yourself, your own computer consultant company, as opposed to just focusing on the solutions that you represent.

Naturally when you get new prospects and you’re taking them through the qualification stages and sales calls, you’re going to tend to recommend the solutions that you’re most comfortable with. And if you’re authorized or belong to a channel program, you’re probably going to recommend that particular solution. That’s fine, but I wouldn’t make your marketing message focus on just that particular product or that particular platform.

If you’re leading with that, you open yourself up to commodity priced competition. Your prospects will ask why they should buy their NetWare license from you if they can get it cheaper on the Web or through mail order. Don’t open yourself to a bidding war.

That way of marketing is dated. It’s passé. You are much better off if you market your computer consultant business for it you can do for your clients!