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The Changing Face of Distribution: A view from CompTIA
Vaughan Shayler, Director of Channel Strategies for CompTIA, explains how resellers and solution providers can benefit from changes that have occurred in a more mature distribution market.
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Vaughan Shayler: CompTIA understands what solution providers need to run their business and make it better
s technology evolves, so does the market. When it comes to distribution, for example, the things that businesses use to differentiate themselves on – range,
availability and logistics – are all a given. With a more mature market, successful distributors are now able to position their business in terms of the added value they can deliver to their resellers and solution providers, along with the strength of the relationships they can establish.
Another factor that has come into play is the increasingly savvy nature of the end user customer. More and more, they are carrying out their own research online and engaging with their IT supplier at a more advanced stage than previously in the sales cycle. When they do so, they have a much clearer idea of what they want and have often created a shortlist of the products and services they’ve identified. As a result, they are less influenced by price and more interested in how their investment in IT will grow and improve their own business. It’s therefore not surprising they’re looking to work with suppliers that share that same ethos.
Distributors have already made changes to both their business models and offers to reflect the market evolution. Resellers and solution providers can now deliver exactly what end users are demanding by partnering with those distributors that offer the more rounded and complete solutions the end market is looking for. Solution providers can benefit from the more intelligent, customer-focused and comprehensive support now available from distributors. Not only can a distributor partner become an aggregator of technology, it can also provide the solution provider with all the relevant support, training and accessories that go along with it.
CompTIA understands what solution providers need to run their business and make it better. We have the ability to help develop more intelligence on market trends, best practice
Want to know more?
CompTIA’s newly designed wesite provides registered users and premier members with easy access to a range of industry research, white papers and training guides. You can learn more about CompTIA’s useful business resources at
www.comptia.org/insight-tools
Members and those interested in membership are invited to join the LinkedIn group, or contact us at:
Leanne Johnson | 0207 330 6066 |
ljohnson@comptia.org Kris Nagamootoo | 0207 330 6062 |
knagamootoo@comptia.org You can see more about CompTIA and the UK Channel Community at
www.comptia.org/uk
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and peer-to-peer learning. Accessing such intelligence enables solution providers to become more informed when it comes to their own end users. It can help them stay one step ahead of their customers on the technology curve. Tis helps to cement their own supplier-customer relationship based on added value by maximising the benefits of new technologies for their clients. And of course, maximising their own profitability to boot.
Here at CompTIA we have made our extensive resource library and industry insight reports accessible online at no cost to non-members, along with our own webinars and events, through the Registered User scheme. We also offer Trustmark accreditation, which enables resellers and solution providers to differentiate their services more effectively through best practice certification.
If resellers and solution providers can recognise and adapt to the changing market, the benefits are significant and can be summarised as more customers, more business, more profit. Distributors have added greater value to their own offers and the successful resellers and solution providers tomorrow will be those who partner with distributors that still deliver not just the latest technology, but also the more comprehensive package of support, that end users are demanding.
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