Redress to impress - why resellers have to change approach

Bill Gradwell, General Manager at ANNEX Distribution, formerly the Computer Product Group of Arrow Altech Distribution, believes resellers have a real opportunity to gain momentum out of the sales process simply by encouraging customers to become clients.

There is a distinct difference, says Gradwell, and with the growth of the mobility market, the opportunities with the advent of hotspots and related technology, and the benefits of upgrading technology and infrastructure, resellers can really boost their business and significantly increase the bottom line, he says.

"Simply by treating every customer like a client and viewing the purchase as the start of a long-term business relationship based on professional service and dedicated support, the reseller can make a radical difference to the business. Individuals should identify realistic market growth areas and emerging trends because this will help create a better position whereby they can leverage off these opportunities. For example, there are interesting developments within the mobile and wireless space - the injection of Centrino technology into the market is a case in point.

"The server market has experienced growth of between 15% and 17%. Itanium technology has been shipped in and it too represents an opportunity. The Independent Communications Authority of South Africa (ICASA) has approved the establishment of wireless Internet `hotspots` on condition that the service is provided within the borders of a customer`s premises. Resellers should be aware of the technology available and the benefits of partnering with a trusted and established distributor. Decision-makers understand the necessity and business sense behind upgrading technology and maintaining effective networks. Increased productivity and a reduction in total cost of ownership equal a better return on investment, this sentiment is growing and runs concurrently with the pace of wireless development," explains Gradwell.

ANNEX Distribution consists of two divisions - Components and Fujitsu Siemens Computers - and the company features a line card of recognised brand names including Intel, its flagship product, as well as Matrox, BenQ, MSI, Creative Labs, Eizo and others.

Within the Intel portfolio the company concentrates on three main areas - the CPU, the motherboard and the server products. "Along with a sprinkling of network products that the corporation is pushing especially from the establishment of `hotspots` point of view. The processor always seems to drive the technology and we are very focused on Intel from a solution-provision point of view and our strategy is based on helping clients gain value from their solutions," says Gradwell.

Gradwell believes the role of the reseller has always been to add value to the sales process through the transfer product knowledge, details of warranties, best practices and more.

"My feeling is that the reseller, either through constraints or ignorance, more often than not takes on the business of a customer and leaves it at that. The distributor has a role to play - as do the vendors - but the resellers themselves have to be proactive and redress what has been a traditional, but less effective approach to market," concludes Gradwell.