automatic data capture
point of sale
competing for the same project. “This is largely because in the same way that we carefully select suppliers we have a similar approach to our resellers in order to reduce conflict in the marketplace,” she remarked.
Technical expertise
post & parcel, ticketing, field service, transport, forecourts, warehouse & storage handling and restaurants.
Channel focus
And what of Maxatec’s relationship with the channel? “We have always sold through resellers,” Percival explained. “Distribution is a very competitive marketplace and over-distributed products can potentially bring price penalties that reduce your margin and the margin of your channel partners because you're fighting against price. Also you don't necessarily get as much loyalty from resellers or suppliers because there's a lot of pressure on both sides to sell more and buy more. Therefore we chose to go down the path of supplying highly reliable products that are not over-distributed through the mainstream channel.”
Percival added that Maxatec knew it could gain more loyalty from these suppliers through not distributing a plethora of products in their market space. “We prefer to concentrate on a select range of carefully chosen brands for each technology vertical we cover,” she said. “In this way we also secure what we consider to be a more open relationship with our suppliers and channel partners. Manufacturers could understandably be more reluctant to supply the most detailed information, as well as give their support, if they suspected there might be a lack of brand loyalty from the distributor.” And, says Percival, it is not often that Maxatec finds two of its resellers
www.itrportal.com
Percival also commented that suppliers know they are fully served by Maxatec’s sales teams and channel partners. “Our suppliers know that we have very strong technical expertise at Maxatec,” she said. “At our head offices in Cheshire we have a technical services manager and four multi- disciplined engineers. And as well as being involved in pre-and post-sales support, they also undertake programming work on the handheld terminals, as well as hardware maintenance, on-site maintenance, database work, and software and
firmware programming. Additionally, they manage all the technical requirements that the reseller or end- user requires. For example, they often assist resellers with integration work in order to produce and deliver the best possible bespoke solutions for the end customer.”
Differentiators
In summary, Percival believes Maxatec has established a market edge with its carefully selected group of efficient products that are not over-distributed in Maxatec’s target verticals, together with a highly competent level of technical support and carefully assembled channel partner network. “These are our key differentiators,” she concluded.
Datamax-O’Neil’s RL4 rugged 4-inch portable label printer.
IT RESELLER – MARCH 2011 17
INTERVIEW
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