After 23 years as a channel player, distributing our product solely via channel partners, Unison Communications has decided to adopt a two-tier model - combining a channel with a direct relationship with our customers.
The channel versus direct argument has been raging for many years, with each side expounding its own theories and believing it has the better model. Ultimately, I believe it boils down to what a company needs at the time.
As a South African company that develops its own product from the ground up, it makes sense in a number of ways to go to market via a channel. Having a network of resellers has enabled Unison to focus on developing and perfecting its solutions. Channel partners can also sell Unison product in on the back of a solution targeting parts of the customer`s business beyond the telecommunications sectors we focus on.
In the early days it also made sense not to have to support a national sales network - our partners acted for us in the regions where we didn`t have a direct presence. We have since expanded and now have a national sales, implementation and support network that works hand-in-hand with our resellers. We`ve also, in response to customer demand, opened a consulting division - and it is here that we liase directly with our client base.
Our partners and channel offer extensive benefits but are, however, at the end of the day, not a dedicated sales force. Very few will bet the shop on one product only. And that is where you get the most benefit out of having an internal sales team.
Unison, after many years working quietly in the background, has now revised its strategy in a bid to play a more active role in the customer relationship. We have seen the benefits of this to all parties involved, firstly the end-user client, who receives a clearer picture of the full solution available, the partner benefits from increased customer satisfaction from the solutions that they have initiated and Unison benefits by being much closer to the client and ultimately receiving first hand feedback. We also have a clearer view of the customer`s needs, as well as providing the customer with first-hand insight into product strategy and development.
So while we are taking a more active role, we are also in the process of developing a formal channel programme, something we`ve never had, in order to better support our partners.
At the end of the day it`s all about delivering the best possible product and service to our customers and partners. It`s an all round `win-win`.
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Unison Communications (Pty) Ltd is the South African industry-leader in telephone management, voice and fax processing solutions. The company develops, sells, installs and maintains world-class systems. Established in 1983, Unison Communications first made its mark when it released its pioneer range of telephone management systems, offering advanced features such as an integrated telephone directory and a destination index. Since then, Unison has installed more than 10 000 individual systems in SA and neighbouring countries and owns the market for high-end telephone management systems in SA.
Unison`s business has since expanded to include a broad range of telephone management systems and services, including technology around voice mail, interactive voice messaging, billing and analysis systems and network planning.
For more information, go to www.unison.co.za.
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