Hardware: The More You Know, The More You'll Sell

Hardware such as printers, terminals, scanners, and other peripheral devices are becoming commodities in today's marketplace. Consequently, VARs have a tendency to concentrate more on the application, integration, and total solution packages rather than on specific hardware and its features. To increase their service offerings, VARs need to invest additional time and effort in training on the technical details of the hardware they present as part of their packages. Learning how hardware features can improve the performance of software and systems will greatly enhance the offerings of any VAR.

Hardware Features Reflect On Total Solution Possibilities
Hardware manufacturers go to great lengths to incorporate features that help differentiate their products by making them faster, more durable, easier to use, and easier to service. In today's market, the number of hardware features is increasing, while pricing has stabilized. Since it is difficult for hardware manufacturers to lower their prices, they are adding new features and the latest technology to their products just to remain competitive.

VARs who do not stay abreast of the new features that hardware manufacturers are implementing are probably not using, or selling their customers on, the full capabilities of the hardware. Continued VAR education and training is key to using the latest technology and offering the best products and services to an end user. For example, many VARs believe thermal printers print quality bar code labels. They also believe the quality of bar code printing is no different than it was 10 years ago. This is a false assumption, and resellers can benefit from making this known to end users. Printers featuring high-speed processing have replaced the thermal printers of yesteryear. New features include bidirectional communications, improved networking and interfacing features, and enhanced printhead and mechanical designs. These dramatic changes have reduced the amount of time it takes to implement the hardware and have assisted with common reliability and service issues.

Take The Education Challenge
In short, it is essential that VARs work closely with their hardware suppliers to find out what training is available, notify their sales and technical staffs of training opportunities, and encourage them to participate. By having thorough knowledge of hardware features and the ways to implement them, VARs will greatly enhance the value of both the hardware and the service they offer to potential customers. On the other end of the formula, the hardware manufacturers must also offer high-quality, convenient, and economical training to their VARs.