Tuesday, January 27, 2009 Making the TBA Designation The Choice Title For True VARs! Posted by Robert M. Cohen at 4:18pm President and Business Editor Integrated mar.com (eChannelLine Daily News; Conne
I received an email today from Doron Kaminski, Vice President of Operations of Toronto area VARInsite Computer Group Inc., a member of theThought Leadership Group within the Trusted Business Advisor program.
Doron expresses some concerns about the Trusted Business Advisor that I think need to be discussed, beginning by saying: “My understand was that TBA was a structured exclusive organization meant to differentiate the true VAR from the “Trunk Slammers”. It looks to me like you are offering membership to all resellers, just like any other program offered by distributors and other organizations in the channel. Is this “just another buying group”? As a member of the TBA Thought Leadership Group I am a bit confused. You are calling TBA a program perhaps it should be called TBA designation, TBA certification, TBA authorized or something along those lines.”
“I agree 100% with what Doron. Any Reseller can belong to the Trusted Business Advisor Association, but at a base level. No logo usage. No listing. They are not a TBA. Essentially, they are agreeing to follow the code of ethics we are developing. A code that many of the “Trunk Slammers” will not agree to.
The differentiator is that the Trusted Business Advisor Business Certification program, which is designed for true Value Added Resellers. It will differentiate VARs who provide IT-centric business solutions from the “Trunk Slammers”.
“I am not a believer in opening the door and letting everyone in and then those that don’t fit are let out. I know this is the best way to get the masses, however if you get 2000 reseller companies/individuals signing up, what is the process to ensure they meet qualifications.” Commented Doron. “This is a huge undertaking and if you want the TBA designation to be taken seriously, you can’t just open the flood gates. If you are thinking of having different levels for TBA that won’t necessarily work as the lower level will be anyone and everyone and they too will be able to say they are a TBA member. We have tried to shake the VAR designation from Insite as it does not mean anything anymore and we would like to see TBA being the New VAR designation that truly means something. We have coined our own acronym in our corporate literature we are a VATA (Value Added Trusted Advisor).”
Doron is right. A new designation is necessary. The designation has to differentiate the real VARs and the designation has to be promoted to the Vendor community and the SMBs so that they understand the value of working with a TBA.
I have taken on the responsibility of making sure that true VARs will be proud to call themselves a Trusted Business Advisor. As such, I thank Doron for his “insite”ful comments. Moreover, I am asking you, as a VAR, to do as Doron has done, and let me know what you think about the program and how the program can better help you grow your business.
