VAR/Systems Integrator Analysis Auto ID
what they are asking for, but, for most, number of reasons. It would be foolish to customer-centric ethos, Morley prefers to
there is an unspoken plea – ‘will only push/sell one vendor’s kit supplied evaluate the best options at the time and
somebody help me?’,” he said. “If your via Blackroc. We provide a variety of point out the options to the customer.
business tends towards developing a equipment – Intermec, Psion, Datalogic, “Recommendations are never predicated
strong and loyal customer base by the CipherLab, Nordic, Zebra and Martell. If on margin, and that allows us to promote
creation of firm professional relationships, you only offer one vendor’s equipment it our integrity as preferred partners, without
then you are probably already considering is difficult to cross-sell should you meet fear or favour,” he said.
all aspects of the sales service and apply resistance from a potential customer.
a degree of flexibility in how you deal with Having more ‘goodies’ in your bag offers
each client interaction. Someone wanting more chances of ‘landing’ the deal.” Two-way relationship
a replacement battery doesn’t want to
spend 15 minutes doing needs analysis, Morley cannot think of any manufacturer And what do resellers consider to be
whereas someone wanting a complete that has dominated any vertical some of the most important extra-value
new IT solution for a problem will require a technology area in terms of the quality services that they are increasingly
lot of help. There are various ways to build and price of their product to such a required to provide to the vendor and/or
trust and confidence and establish that all degree that they preclude consideration distributor partner community? Clark
important ‘feel good’ factor. Site visits,
demo units and proto-cycling software
development are all available options too.
That flexibility extends beyond the sales
interaction into areas of support – even
financing. Finance terms can be offered,
where appropriate, as well as leasing or
rental.” Morley adds that he has been
watching with interest some vendors
who have packaged their software
solutions as a managed service. “I think
there may well be mileage in that,” he
said. “We already offer a managed service
option on some of our parking software
solutions and, for smaller companies with
little IT knowledge, we believe this is an
attractive way ahead.”
Just-in-time supply
Do our commentators supply various
vendors’ solutions in each vertical
technology sphere, or do they prefer to
source from one supplier? Rowland points
out that CRT is an advanced business
partner with IBM and has chosen to take
supply from distributor ScanSource in
terms of the majority of products. “We
need just-in-time supply and, as a lean
operation, really value true partnership
to ensure the best support levels are
available to us at all times – we commit Globalisation has created a points out that Blueleaf provides an
to our suppliers and they commit to us,”
demand for suppliers capable of
outlet for the distributor or vendor to
he said. Burnett only uses one supplier
implementing a single solution
‘push’ their products. “I provide software
for one brand (IBM). “In order to provide
across different operating
so the vendors can provide a full
excellent support, it is much easier to
countries that are also supported
solution through my company,” he said.
from a single and distributed
manage this if you have limited varieties
support infrastructure.
“Otherwise the vendor is just shifting a
of hardware out in the field,” he argues. terminal with nothing (eg. software) to
make it function. Clark adds that Blueleaf
Clark supplies all kinds of equipment – can also insulate the distributors from
including RFID – from his company’s of other products. “For sure, there are the end users. “They do not want to be
website to different verticals, “although I instances where a particular product is bothered with trivial questions about how
do lead with Psion kit quite often in the a market leader; but only for a while,” a certain function works on a machine;
handheld data collection marketplace,” he said. “The competition is always hot that is our job and that is why they provide
he clarified. “I have taken this route for a on their heels.” Reflecting his company’s us with a margin to accomplish that >>
www.itrportal.com
IT RESELLER – APRIL/MAY 2009 7
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