Value-added IT distributors are here to stay
The IT landscape has changed significantly over the past few years. Widespread remote working was adopted overnight, businesses put their digital transformation plans into action, companies evolved faster than ever, and all of us have had to rely more on new tools and technologies to help us navigate this changed – and still changing – environment.
We’ve seen how vendors, resellers, and even end-users have adopted new technologies and adapted to new ways of working. This even extends to the channel itself, with some businesses feeling empowered to work directly with vendors. This has prompted some to ask whether distributors are still required.
Businesses moving forward with digital technologies themselves and taking more risks is an encouraging trend. But we firmly believe that the role of an IT distributor remains an integral and valuable part of the channel.
What are IT Distributors?
At a basic level, IT distributors act as intermediaries between manufacturers and resellers or end-users, providing a range of value-added services such as product aggregation, logistics, financing, and technical support.
But, when you work with a distributor that really understands your market and your brand, the benefits multiply: distributors develop marketing campaigns, train employees in complex technologies, support businesses to break into emerging or disruptive markets, and work closely with their partners to realise shared goals.
In short, the role of IT distributor is here to stay.
Embrace the middle man
Customer relationships are everything. Vendors want to feel connected to their customers and provide personalised and holistic services that give them a competitive edge. But, some vendors believe that distributors get in the way of this vendor-customer relationship by acting as a middle man.
What if the middle man is a positive addition here, benefiting vendors and enhancing the vendor-customer relationship?
This is exactly how we see the role of distributor. Distributors work one-on-one with vendors, giving them valuable insights into customers’ present needs and an awareness of what competitors are offering. They also get plenty of honest feedback about the product and services they’re receiving. Distributors collate this insight and report it back to the vendors, supporting the growth and development of their business.
The operational benefit of the middle man shouldn’t be overlooked for resellers, either. Distributors help simplify the supply chain by aggregating products from multiple manufacturers and delivering them to resellers or end-users. This reduces the complexity of managing multiple vendor relationships and streamlines the procurement process. For resellers in the SMB space, this support is especially valuable.
Marketing expertise and exceptional partner relationships
Distributors work closely with vendors’ marketing departments to develop strategic campaigns targeting high-value customers. These campaigns drive product awareness and ultimately influence buyer consideration – crucial for reseller recruitment and to create end-user demand.
Growing brand authenticity is a key pillar of today’s marketing activities, but it cannot be bought or built overnight. Distributors already have a network of reseller partners that they work closely and have built trust with. For many distributors, DataSolutions included, some of these relationships go back decades. Our resellers and partners know that they can trust our advice and guidance, and our vendors know that we have the authenticity to put forward their products to receptive businesses.
Marketing teams commonly work closely with sales, and a distributor will add value in this area, too. A key role of the distributor is to sell the vendor’s product. Many distributors will have experienced sales teams who work closely with their marketing teams and vendors to identify and nurture new sales opportunities, generating long-term revenue growth. Distributors work as the spokesperson for the vendor’s product and brand and can be thought of as experts in the product and associated technology. The right distribution partner will become an extension of the vendor’s team, and the vendor will be able to benefit from and leverage the well-established relationships that their distributor already has in the market.
Distributors understand digital transformation
Arguably, it’s easier than ever before for vendors to get their products in front of the right people. But this hasn’t rendered the role of distributors obsolete.
In fact, distributors have unparalleled insight into how digital transformation is changing the market. We are some of the first people to champion emerging technologies and test transformation initiatives, and we work closely with our vendors to understand what customers need in an evolving digital landscape. Whether it’s ZTNA or SASE, distributors are always one step ahead, thinking about the ways we can adopt and share these technologies and frameworks with resellers and customers.
The team at DataSolutions always values the opportunity to talk to potential vendors or partners about how we might work together, and how our award-winning services are growing and supporting businesses across Ireland and the U.K.
Want to know more? Get in touch with us today.
Email: sales@datasolutions.ie | Phone: +353 (0)1 460 4888