Maximizing the Value of IT Resellers: A Strategic Approach
In the fast-paced world of information technology, the role of IT resellers has become increasingly important. These intermediaries between vendors and end-users can provide invaluable services, from product selection to ongoing support. However, leveraging their full potential requires a strategic approach. Here’s how businesses can effectively work with IT resellers to maximize value and ensure successful IT investments.
Understanding the Role of IT Resellers
Before diving into how to use IT resellers effectively, it’s essential to understand what they do. IT resellers are third-party companies that sell products and services from multiple vendors. They often provide added value through consulting, integration, support, and training services. The right reseller can be a vital partner in navigating the complexities of IT procurement and deployment.
1. Choose the Right Resellers and Promote Competition
While it might seem efficient to work with a single reseller, relying on just one can limit your options and leverage. Instead, consider working with 2-3 resellers. This approach promotes healthy competition, while providing enough spend to each reseller to ensure you receive the best possible pricing and service.
- Vendor Relationships: When selecting multiple resellers, ensure each has strong relationships with the vendors whose products you plan to purchase. Diversifying your reseller base can also give you access to a broader range of technologies and solutions.
- Balance Competition with Loyalty: While promoting competition is key, it's also important to give each reseller enough business to maintain a strong relationship. A reseller who feels valued is more likely to offer better pricing, terms, and support.
2. Leverage Their Expertise in Product Selection
One of the key benefits of working with IT resellers is access to their expertise in product selection. Resellers often have deep knowledge of various products and can provide unbiased recommendations based on your specific needs. Engage them early in the process to help evaluate options, compare features, and select the best solution for your organization.
3. Take Advantage of Customized Solutions
A significant advantage of working with resellers is their ability to offer customized solutions. Unlike vendors who may push their own products, resellers can combine offerings from multiple vendors to create a tailored solution that fits your unique requirements. Discuss your business needs and challenges with the reseller to ensure they design a solution that meets your objectives.
4. Negotiate for Better Pricing and Terms
IT resellers can often negotiate better pricing and terms on your behalf, thanks to their relationships with vendors. They may have access to discounts, promotions, or special financing options that aren’t available to the general market. By working with multiple resellers, you can further enhance your negotiating power, as each reseller knows they are competing for your business. This competition can lead to more favorable pricing and terms.
A word of caution though, remember that a reseller typically makes a percentage of your spend. The reseller may actually put the “Value Added” in VAR, but they make more money if you pay more. It is important to understand how your pricing stacks up against the market.
5. Ensure Post-Sales Support and Training
The relationship with your IT reseller shouldn’t end after the purchase is complete. Ongoing support is crucial to the success of any IT project. Ensure that your reseller offers post-sales support, including troubleshooting, maintenance, and updates. Additionally, inquire about training services to help your team get up to speed with new technology.
6. Build Long-Term Partnerships
Finally, consider your relationships with IT resellers as long-term partnerships. As your business grows and evolves, so will your IT needs. By maintaining strong, balanced relationships with multiple resellers, you ensure that you have access to a range of expertise and resources. A trusted reseller can be a valuable advisor over time, helping you stay ahead of technological trends and ensuring your IT infrastructure scales with your business.
Gray Wolf has considerable experience in evaluating pricing through the channel as well as hands-on negotiations with your resellers. We help to foster strong partnerships and create a long-term partner that understands what it means to truly be on your side. Incidentally, Gray Wolf has no relationships with any resellers, our focus is on you, our client. Talk to us about reseller policies and strategies, we’re here to help.