Successfully servicing a customer’s needs is often a team game.

In the technology channel, where the wholesale model is at its most prolific, the players’ relationships can often be the difference between profit and loss.

End users naturally demand quality, functionality, and a return on investment; meaning their IT partners’ offer must tick all those boxes whilst simultaneously deriving sufficient margin.

However, for those value-added resellers, system integrators and managed service providers, success can often depend upon their relationship with another crucial component of the supply chain – the distributor.

Here, Al Coyne, Commercial Director at leading specialist technology distributor Exertis AV, shares what he believes should be at the heart of all those mutually-beneficial partnerships…

Choice

“It’s really important to have a multi-brand offer. Whether it’s tier one brands such as Logitech, HP|Poly and Barco, or lesser-known brands with high-quality, value for money product lines, resellers offering the widest choice will always win out. In the UC space, Exertis AV are one of Logitech’s biggest partners, and we are HP|Poly’s largest distributor in the UK for video, but we deal with a number of other supporting brands as well. End user organisations often have personal preferences, and many leading brands differentiate themselves with key product features. It’s crucial for VARs and SIs to be able to offer their customers the brands they know and trust. We also like to constantly review our brands so we can focus on them and ensure we are sufficiently expert in what they offer. In turn, that means we are perfectly positioned to support our VAR and SI customers’ goals of delivering a stellar service to their end users.

Availability

There’s nothing worse for a VAR or SI than not being able to provide a customer with something when they want it. That’s why it’s important to partner with a distributor that always has optimum stock levels. At Exertis AV, we have a large state-of-the-art warehouse and logistics operation, and we place huge emphasis on ensuring we can service our customers effectively. We’ve got a 99.4% next day delivery service and we work really closely with our resellers on their roll-out plans. For example, if we know that they require stock in place for the next 2-3 months, we’ll buy it in and hold it for them until they need it to be delivered. It’s all about clear communication and critical planning, and this can make a huge difference to the ongoing relationship for a reseller and their customer.

Credit

Cash flow is king – and access to credit can make or break any business. No VAR or SI wants to lose out on an opportunity simply because it is unable to find the finance. At Exertis AV, we have an exclusive arrangement with our credit insurer, Chubb, which means we are generally able to provide our customers with a higher credit limit than any other UK distributor. Sometimes, if we are aware of the end user, then we can even exceed that insured limit, via our own internal credit team. It’s all about understanding the market and being responsible, but also flexible where we can be. It’s also about providing VARs and SIs the confidence to go after new business knowing their distributor partner can help fully support the deal they put together.

Support

SIs and VARs should not feel like they are on their own when it comes to selling and supporting the products and services they provide. We have a whole team of commercially minded people, from our dedicated product specialists that our customers are able to lean into whenever they want. From pre-sales support to solution design; installation to technical queries – our team is dedicated and fully focussed on helping our reseller customers succeed. Indeed, we can not only offer a fantastic range of AV, UC & C products for next day delivery, but we can also help them install it. Exertis AV provides a trade only installation service for our channel partners to help them fulfil their opportunities. However just to be clear, we do not offer that service direct to the end user – only via our resellers.  This can often leave them free to complete other projects or go after more new business, whilst we get on with delivering this white label service on their behalf. Again, it is all about effective partnerships.

Sustainability

Sustainability is a huge part of any VAR or SI bid for new business, and demonstrating the right credentials can be make or break in any new project. That means it’s vital to partner with a distributor that takes sustainability seriously. We are well advanced with our ISO 14001 accreditation and have invested massively in moving over to a much greener operation. The roof of our huge new warehouse is covered in solar panels, and our logistics operation is geared towards single deliveries to help our customers reduce the number of invoices they must process. We are proud of our work in this area and have strong ambitions for the future. Yes, it’s good for the planet, but it’s also good for business – ours and our customers.”

  • To learn more about how Exertis AV can help you and your business customers thrive, visit the website.


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