automatic
point of
data capture
sale
in the business. In addition the more
insight you obtain about the customer
and their business the more firmly you
will become embedded within the OPINION
organisation, raising the barriers to
entry from your competitors. A mistake
often made by resellers is to assume
that once a deployment is in place
the job is done. You wouldn’t ‘dine
and dash’ in a restaurant so treat your
customers with the same respect and
you’ll find it pays dividends.
Remember existing customers
Long-term relationships with end users
are invaluable to resellers, but require
a regular investment both of time
and resource. A good way to build
these relationships is through regular
transactions, and what better way
to achieve this than through the sale
Liaising with customers on a regular
of consumables and spare parts. there’s also a lot to be said for staying
basis will help resellers to keep abreast
of new developments in the business.
Whatever the end users’ application, loyal to one distribution partner. At
there will always be requirements for Blackroc Distribution, we have a great
additional batteries, power leads and number of contacts throughout the wasted. With many marketing budgets
other accessories as well as labels industry and strong affiliations with all being squeezed this year it’s essential
and print heads, if there are printers of the vendors that we distribute for. that companies use any additional
involved. Even though these sales As a result our vendor partners are funding that is available to full
don’t represent massive turnover don’t always keen to tell us about new advantage and when there are
disregard them completely as they opportunities and pass on business specialist marketing agencies that
could mean a regular source of income leads which we can then of course can help you manage these funds
for your business and you can be sure share with our partners. and put them to best use there really
that if you don’t support your customer is no excuse for not spending these
with these requirements they will go
elsewhere leaving the door wide open
to your competitors.
“
valuable funds.
Long-term relationships
with end users are invaluable
Recognising opportunity
There may also be services that you to resellers, but require a As the market place becomes even
can offer end users further into their
regular investment both of
more competitive in the coming
deployment; such as repair and months, it is imperative that resellers
maintenance of their devices to ensure time and resource.” take advantage of every opportunity.
that they are performing at optimum By using the comprehensive tools at
levels. If you’re not able to offer these Manufacturers’ partner programmes their disposal and building strong
services directly, don’t forget that your can also provide a multitude of benefits partnerships with manufacturers,
distributor or the manufacturer should for resellers; including priority service distributors and existing customers,
be able to help. and support, marketing materials and resellers will be well equipped to
co-op marketing funds, latest product weather the financial climate and
updates and training. When used to potentially even improve their position
Vendors and Distributors are their full potential, these services can in the market. a71
your greatest allies help the reseller to get their company
In addition to the relationships built name out in the market and can
with end users, resellers should look provide the back-up needed to close
to develop strong partnerships with deals. It may come as a shock to
vendors and distributors. Despite the some that every year millions of
pressure and temptation to shop pounds worth of vendor marketing
around for the best deal on hardware, funds accrued by resellers is casually
www.itrportal.com
IT RESELLER – APRIL/MAY 2009 19
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