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The phrase "Lions, tigers and bears" comes from a passage spoken by the Tin Man, Dorothy, and the Scarecrow in The Wizard of Oz.
"Lions and tigers and bears" is an expression from The Wizard of Oz where it symbolizes an unknown danger. Dorothy asks Tinman what might lurk in the woods and he replies "Lions and tigers and bears" even though he clearly has no real, concrete idea. The Oh My! - It's rare to have lions, tigers, and bears share the same range.
Partners and Agents and Resellers - Oh My!
In my world (telecom and technology) it is common for a major company (Zoom, Microsoft, Verizon, et.al.) to have Partner Programs. They often allow for Agents. Sometimes MASTER AGENTS. And sometimes they allow for entities to RESELL for them (buy wholesale, sell it to customers). We call them Resellers.
I have been in the telecom and technology game since 1983. I have sold NYNEX Mobile 'Car Phones' in the 80s. I was a Bell Atlantic Agent in the 90s. Over the past 40 years I have experienced life as an agent, as reseller, as a VAR (Value Added Reseller). Every possible combination. And here is my muse for this Sunday Morning, June 1st, 2025:
You got your Lions, you got your Tigers and you got your Bears. And many times you CAN find them in the same range.
Sometimes Partner | Agent | Reseller programs are activated because the leadership or management of the parent company feels like everyone else is doing it - so we should do it too. Sometimes the parent company is '100% Channel' which means they do not sell direct. If you want to buy their product or service, they introduce you to one of their partners. ( I like that ). Sometimes you will have 'Channel Conflict' where the agent | reseller | VAR is competing against the house. "Why should I buy it FROM YOU when I can get it from THEM, directly?"
THIS month is one of our largest industry events of the year. InfoComm. If you are in the 'Pro AV' business, you probably know about InfoComm. If you are a buyer of telecom or technology (for schools, hospitals, business, etc.) there is a good chance that you are going to be in Orlando this month. As of this blog, 40,000+ members of our Distance Learning Association (NYDLA.org) have already registered to attend InfoComm.
I predict that there will be around 800 'Vendor Booths' at the InfoComm event. Some of these booths will look like small houses. Others will be the typical 10x10 trade show booth, with a table, a tablecloth and some brochures. I know for a fact that some of OUR vendors will be sending a small army of people to InfoComm, and will spend well over $100,000 for the show. MASSIVE shows like CES can cost $500,000 for a proper trade show experience. Ahem.
The main moral of "The Wizard of Oz" is that you already possess the qualities you're seeking (courage, brain, heart) and that "there's no place like home." It emphasizes the importance of friendship, the value of self-discovery, and the realization that things that seem powerful or scary are often not what they seem.
Partner Programs | Agent Programs | Reseller Programs can seem big and scary. But if you grab on to the right ones, you will find 'your home' with friendship, a chance at self-discovery. You will need to be vigilant and not give up. You will learn that ordinary people (like you) have power.
Even the most ardent admirers of the Wizard of Oz story often fail to learn its simple lessons: Don't get stuck on the yellow brick road; don't blame others for your circumstances; don't wait for wizards to wave their magic wands and never expect all of your problems to disappear.
A good, solid Partner Program will remind us that the qualities we seek are often already within us. I hope that you will meet us at InfoComm. I'll be the guy in the Ruby Slippers...
Oh, one of the things that I am very proud of - we are an AireSpring MASTER AGENT. We have been their Master Agent for 25 years. I hope to have 1,000 Sub Agents making $100,000 per year. That is an annual payout of $100,000,000. { Not a typo....}
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