Value-added distributor AmVia has introduced a set of policies that manage the relationship between itself and its network of value-added resellers.
AmVia`s intention with its rules of engagement is to create a solid working relationship with committed partners based on integrity, trust and commitment.
Robyn Grobbelaar, AmVia`s head of operations, explains that many VARs have observed that, with the changing fortunes of the technology industry, some vendors and distributors have engaged in tactics that compete with their channel, directly targeting end-users in an effort to bolster sagging profits.
"It`s an unsettling phenomenon for VARs that have spent millions on training and brand building, only to see their biggest accounts usurped by their suppliers," she notes.
She observes that while this practice is not sustainable in the long-term, resellers have to confront the reality that so-called `named accounts` are cherry-picked by some vendors and distributors, leveraging the efforts of the reseller in building brand loyalty and skills, but leaving the VAR high and dry.
"It is because of this increasingly common practice that AmVia has introduced rules of engagement that strictly delineate the practices that the company will follow when working together on mutual business opportunities," says Grobbelaar.
In terms of its rules of engagement, AmVia will always involve a channel partner in every sale, even if an end-user approaches the company directly for a technology solution. "From the start of any business deal, AmVia will work with its partners to ensure that sales prospects are addressed with a consistent interface to provide effective communication of objectives, enabling the partner to accurately address the customer`s business requirements," says Grobbelaar.
Confidentiality is assured, and AmVia personnel will not discuss any one partner`s sales prospects with other partners. The company also leaves the choice of service provider with the end-user. "On a request from an end-user, the only recommendation that we will make is that procurement should take place with a certified AmVia partner, and when requested, we will provide a full list of such partners from which the customer may make a selection."
"As a channel-focused organisation, AmVia believes in developing a mutual understanding between itself and its resellers. Our business is dependent on the efforts of our resellers; AmVia takes a long-term view of creating successful partnerships to deliver solutions to the end-user, respecting our channel by always involving a partner when dealing with end-users to guarantee that every sale is profitable for our channel," concludes Grobbelaar.
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