Uploaded March 2013 | Updated September 2026, 3 weeks ago
Focus onto "selling" and marketing to the consumer choice factors that clearly differentiate you from the Big Multiples. Independent IT retailers must make a point of marketing these things. If you don't the public will prefer not take the risk of visiting you to find you haven't got them. How you go about this is critical: the key lies in what you do rather than what you say. In other words, it's about actions not adverts. Regarding passive word-of-mouth, a caution: it's a dodge. Because it's not you being in control of marketing and promoting your business, it's about allowing others to do it for you where and when they please.
Focus onto "selling" and marketing to the consumer choice factors that clearly differentiate you from the Big Multiples. Independent IT retailers must make a point of marketing these things. If you don't the public will prefer not take the risk of visiting you to find you haven't got them. How you go about this is critical: the key lies in what you do rather than what you say. In other words, it's about actions not adverts. Regarding passive word-of-mouth, a caution: it's a dodge. Because it's not you being in control of marketing and promoting your business, it's about allowing others to do it for you where and when they please.
