What's Your POS Sales Strategy For 2009?

This year, the POS VARs profiled in Business Solutions magazine exhibited phenomenal 46% revenue growth on average. If those VARs can do so well, why can't you? Using the past year's worth of "Channel Success Feature" articles as examples, there are some areas I'd focus on in 2009. Namely, POS security solutions (including PCI [Payment Card Industry] compliance), digital signage, and a new (or renewed) focus on selling services.

The number of VARs to whom I talk who are having success selling POS security solutions continues to increase. One type of POS security involves video cameras, digital video recorders, and — in its most effective form — integration with POS terminals to provide the overlaying of time and date stamped transaction information within the video. One VAR told me that since offering video security solutions, he's been able to increase revenue 40% on his POS installs. Another VAR revealed that sales of video surveillance solutions over the past year have amounted to a 15% increase in his revenue. With such success coming at a time when POS dealers are struggling to be competitive, perhaps it's time for you to offer video surveillance solutions.

Don't Overlook PCI Compliance Sales Opportunities
PCI compliance is another area of security where VARs can still make money. I know it feels as if the industry has been talking about PCI compliance for a while now, but there's a compelling reason why. According to an ongoing poll being held at online PCI resource center pcicomplianceguide.org, only 17% of those surveyed state their organizations are fully PCI compliant. This is still a huge opportunity for POS VARs. Visit BSMinfo.com/jp/3754 to read how one VAR is earning hundreds of thousands of dollars on PCI work alone.

Also, in 2009 I would keep a close eye on digital signage. Many of the display manufacturers are betting big on digital signage by creating all kinds of products designed for such implementations. Currently, large merchants are rapidly adopting digital signage and are using either internal IT resources or external audio-video (AV) experts to implement corporate/chainwide digital signage solutions. Currently, POS VARs should be looking to partner with AV VARs or begin hiring experts in the field. As digital signage solutions (specifically the software portion) become more turnkey, you'll have greater ease selling and implementing them. Seeing the value and success of digital signage solutions in large retail environments can only excite smaller merchants (most likely your customers) and prepare them for a future sale.

Create Services To Create Differentiation
Finally, with the U.S. economy exhibiting recessionary qualities, you've probably noticed that your customers aren't as willing to outlay large sums of money for new POS systems. If you rely heavily on selling POS hardware, you're probably being affected the most. Now is the time to consider shifting your marketing focus to a more services-centric model. Not only are the margins much better, but you won't find yourself constantly competing against impossibly low-priced Internet resellers.