In the business software arena, resellers play a crucial role in the channel infrastructure. This is the view of Sid Stoffberg, managing director of Bytes Software, a subsidiary of Altron Group company, Bytes Business Solutions.
He says resellers can add significantly to the business value of their customers by introducing them to appropriate strategies. However, a thorough understanding of the customer`s business is key.
Stoffberg points to the business intelligence (BI) sector as a good example: "The `verticalisation` of BI solutions into specific market sectors is an important aspect of the BI sales process. A good knowledge of these market niches - and their significance to the customer`s business - is a prerequisite for BI solution providers."
According to Stoffberg, Bytes, as a BI reseller, has invested heavily in gaining this knowledge in order to consolidate its leadership position in the BI market.
"BI is one of the most significant by-products of the e-commerce revolution, which focused on the integration of data and its widespread availability to all parties in the supply chain. If any one link in the supply chain is ignorant of the requirements of the marketplace - and the outside forces impacting on it - then they will be sluggish in reacting to it, and the door will be opened to competitors with superior business intelligence," he says.
Stoffberg says Bytes has the backing of two of the strongest BI vendors - SeeBeyond and KXEN - and is working closely with these multinational organisations to find real business value for their customers, in terms of the creation of business opportunities for them.
"We are fortunate that our business initiatives are supported - and positively influenced - by our suppliers with whom we have committed partner relationships," he says.
"Many examples exist where our partnerships have helped South African organisations gain new insights into their businesses and use correctly packaged information to great effect."
Stoffberg adds that consultative selling skills, including business analysis capabilities, are central to the skills portfolio of any BI channel player.
"A close look at the lifecycle of the relationship with the customer shows that different skills at different phases are required.
A significant amount of emphasis has to be placed on the ongoing value of BI to the customer.
"For this reason, Bytes has opted to form strategic account teams to address this challenge. A `pure` sales focus is no longer sufficient. Account management and the need to align ourselves with our customers` strategic drives will ensure success for BI providers in the future."
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