Tap Into New Technologies to Improve Efficiency and Add Value

Written by: John Gaillard, president of ScanSource Security Distribution

In today's competitive landscape, VARs and dealers are challenged to find new revenue streams. Fortunately, there is a market ripe for the picking - retail. As some retail products become more commoditized, VARs can find new, higher-margin solutions to offer these customers that will truly transform the way they do business.

For example, as security products evolve into network-based solutions, there is a great opportunity for sales growth relating to those technologies in the retail sector. It’s rare to find a retailer that isn’t concerned about shrink or theft in their establishment. For VARs and dealers selling into the retail market, security solutions are a great differentiator – not only can they be easily added to the existing network, but also they are great at providing customers peace of mind. For small retailers who are still using outdated security systems, network-based security solutions can revolutionize their business practices – from a security and a business management perspective. Retailers not only can better track employee and customer theft, they can use their enhanced security solution for analytics such as customer counts, traffic pattern observation, and company asset monitoring. Store managers also are able to view their operations from remote locations, improving efficiency and providing them additional flexibility.

The VARs who offer new, productivity-enhancing solutions are providing new opportunities for their customers to improve business processes. Further, the VARs are strengthening their relationships with customers and developing a sense of trust. In effect, VARs become more of a partner to their clients, as well as a one-stop shop for all of their customers’ technology needs. VARs aren’t just selling hardware; they are selling opportunities, solutions, and business value to their customers. Many retailers don’t know what they need until their VAR or dealer presents the options to them. As a trusted advisor, VARs can further strengthen their customer relationships, while delivering proven technology solutions that are easily integrated. If a VAR isn’t in tune to network-based security solutions and all that they can offer, now is the time to learn. With an increased focus on business safety and security, resellers that aren’t equipped to meet this growing need are missing out on opportunity and revenue. Retailers will be left wondering why they are having shrinkage issues and why their businesses aren’t growing. So don’t be a product pusher or an order taker, be a partner. Then you and your customer will both reap the benefits.

 

John R. Gaillard, president of ScanSource Security Distribution, is responsible for developing the business plan and providing strategic direction for the company. A graduate of Clemson University, with a B.S. in Financial Management, he served as an Air Defense Artillery Officer in the US Army. Galliard also was a market development manager with Duke Energy and managed regional sales, marketing, and technical support for General Wholesale Distributors.