Distributor CEOs Agree: Emerging Technology Sweet Spot for VARs

More VARs Should Sell Mobility, Virtualization
When the Global Technology Distribution Council gathered in May, the CEOs of the major distributors spoke out on what they believe their VARs should sell. The perspective of each one is as follows:

  • Tim Dolan, Chairman, Westcon Group: Video
  • Bob Dutkowsky, CEO, Tech Data: Mobility
  • Roy Vallee, CEO, Avnet: Unified computing or converged infrastructure
  • Kevin Murai, CEO, Synnex: Virtualization and server consolidation
  • Kia Hong Lim, CEO, SiS Technology Group: Mobility and Data Storage
  • Fabian von Kuenheim, President & CEO, Magirus: Storage Virtualization and Storage de-duplication
  • Meinie Oldersma, CEO, 20:20 Mobile: Mobility

The overarching theme – sell emerging technologies. Why? That’s where a VAR can add the most value and extract the highest profit. Enterprises don’t need VARs for commodity products – they can, and do, buy those products from DMRs, eCommerce or retail. They need VARs when technologies are complex and when those technologies need to integrate into existing network infrastructure without disrupting users.

Vendors – Make Your Technologies Easier for VARs to Sell!
Now, the trick for vendors is to make it easier for their VARs to sell emerging technologies. Easier said than done. Most vendors treat emerging technologies the same as a commodity technology. These vendors forget that VARs have to be taught how to sell the new technology. Not the speeds and feeds but instead the VAR needs to know:

  • How to recognize and qualify an opportunities
  • How to present technology benefits to the end user
  • Why the end user should buy
  • How to overcome objections
  • How to win against competition
  • How to identify purchase timeframe, budget and decision cycle
  • How to upsell to higher value solutions
  • How to cross sell to add higher profit to the sale
  • How the technology applies to various vertical markets such as education, healthcare/HIPAA, public section, etc.

Build the Right Go-To-Market Tool Set for Partners
VARs need all the same go-to-market tools as your direct sales force. Look to leverage these materials for quick time to market.

  • Selling skills training (prospect identification, overcoming objections, competition, etc.)
  • Technical skills training (pre-sales, installation, troubleshooting and post sales
  • Demand generation tools (lead generation and nurturing, co-brand collateral, MDF, etc.)
  • Product oriented tools (ROI calculator, product configuration tools, demo program, trade-in program, etc.)

Selling emerging technologies is a winning strategy for both VAR and Vendor.  It just takes work on both sides to make it successful.