# How Sketchy Value Sabotages Solution Providers’ Prospects

Published 2020-08-27 · Updated 2026-07-23 · Professional AV on MarketScale
Canonical: https://www.marketscale.com/industries/pro-av/how-sketchy-value-sabotages-solution-providers-prospects

> As retail brand marketers, solution providers and platforms set their sights on fourth quarter and 2021, Carol launched her episode series, “8 Mistakes Retail Suppliers Can’t Make.” In the series, Carol takes on the top retail B2B positioning and business development hurdles suppliers experience and provides tactics and takeaways for conquering them once and for…

*As retail brand marketers, solution providers and platforms set their sights on fourth quarter and 2021, Carol launched her episode series, “[8 Mistakes Retail Suppliers Can’t Make](https://spieckermanretail.com/retailreadiness/2020/8/6/8-mistakes-retail-suppliers-cant-make).” In the series, Carol takes on the top retail B2B positioning and business development hurdles suppliers experience and provides tactics and takeaways for conquering them once and for all.*

Solution providers are a fast-growing[ retail stakeholder group](https://marketscale.com/industries/retail/why-retail-suppliers-should-stop-stalking-the-usual-suspects-spieckerman-speaks-retail/) and critical to retailer and brand success. Companies that provide merchandising services, packaging, signage, data solutions, content and myriad other outsourced resources have never had more opportunity as retailers look outside their walls for answers. Yet unforced errors and self-inflicted slips threaten to derail the possibilities for some. In this episode, [Carol](https://marketscale.com/industries/contributors/carol-spieckerman/) outlines how misguided assumptions, lack of focus and all-or-nothing thinking conspire to dilute your value, and she reveals powerful tactics for clearing the confusion and claiming your space.

In this episode you’ll learn:

- Why retailers’ perception will be your reality
- How frenemy forays expand your options 
- Four collaborative models that will keep you in control
- How you can dictate your competitors’ fates while showcasing your strengths

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