MARKETS IN FOCUS Grasp vertical thinking
Developing a vertical market strategy is key to unlocking significant revenue streams, according to NEC’s Sales Director Andrew Cooper, who dispels the myth that vertical industries require prohibitively complex and sophisticated solutions.
Andrew Cooper C
ooper is beating the vertical market drum having witnessed first
hand the success achieved by the vendor’s resellers who are targeting verticals with lucrative solutions. This ascending level of activity has prompted Cooper to speak out about NEC’s strategy in verticals such as the hospitality sector and illustrate how working closely with a vendor partner can pay off in terms of raising the solution bar. Cooper emphasises that all hotels have slightly different requirements but claims that if a reseller can engage with their business drivers, getting a foot in the door will be an easier process, whoever the customer.
“Understanding business pain points is crucial in any sale,” he stated. “Between customers these can be remarkably similar, especially within niche industries. Take hotels for instance: They each have one thing in common, which is the goal to provide excellent customer service. With only one chance to get it right and secure a repeat booking maximising customer service is a key concern for all hotels, and boosting revenue must remain an equal priority. From global chains to local guesthouses, many of our resellers are getting a foothold in this industry.”
Cooper believes that many resellers baulk at the prospect of taking on vertical market opportunities, assuming
that the required solutions are too complex, meaning that implementation may be beyond their skills and capabilities. However, it is within the vendor’s scope to make these markets accessible. “A vendor should make selling into vertical markets an attractive prospect for resellers by offering the right guidance. By paying attention to the concerns that hold back resellers, we dispel their fears that selling into vertical markets is a more complex process that they don’t have the required skills for.”
Engaging with a customer’s industry and business model is important in order to get the most out of any opportunity. Vertical markets
are no exception. “To some extent the sales skills acquired can be reused in future opportunities,” commented Cooper. Many resellers already know about the technology, they just need to apply their knowledge in the right places in order to succeed. Testimony to this point is the fact that NEC communications platforms already have features suitable for hotels. All that is needed is for salespeople to utilise these. Resellers of the SV8100 may not realise that it is certified by PMS market leaders Micros Fidelio, enabling integration with any Fidelio- compatible PMS. This is an advantage to many hotels.”
NEC boasts an impressive pedigree in the hotel sector having made significant inroads, and according to Kees van Donk, NEC EMEA Director for Hospitality, the vendor’s success in this area could easily rub off on resellers who address the market opportunity. With a 40 per cent share on the Las Vegas strip, NEC’s high status in the hotel and leisure sector is unquestionable, but what about here in the UK? “Our solutions are approved and certified by leading chains like Hilton and Marriott,” noted Van Donk. “More than a quarter of UK hotels belong to a chain, offering potential for a reseller to secure further business after an initial tender is won. Thanks to our
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fast growing base of focused and dedicated resellers we have the opportunity to increase our market share.”
The healthcare market is a similar story, observes Cooper. In the case of doctor’s surgeries, key requirements learned in a single installation could be used to sell a solution to a customer time and again. One reseller that has mastered this market is NEC specialist RPM Solutions. Having made a high volume of installations into doctor’s surgeries the company is well placed to offer expertise to new customers. According to Director Paul McGeary, straightforward advice and innovative tailor- made solutions that fit the customer’s exact needs are key to success. “From working closely with GP surgeries over a number of years, we look to develop a communications strategy and stays close to our customers for years to come.”
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