Comments on: High tech: The holy grail of VAR channels http://www.sdnn.com/sandiego/2009-07-08/business-real-estate/high-tech-the-holy-grail-of-var-channels San Diego News Network provides breaking news and resources online including: travel guides, sports, hotels, restaurants, classifieds, and a business directory. Sat, 21 Nov 2009 11:38:14 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Sean Turk http://www.sdnn.com/sandiego/2009-07-08/business-real-estate/high-tech-the-holy-grail-of-var-channels/comment-page-1#comment-8252 Sean Turk Thu, 16 Jul 2009 16:35:53 +0000 http://www.sdnn.com/?p=31464#comment-8252 There are some good points raised here and having built a VAR network for a major US manufacturer and now working for a VAR, I have a broad view from both sides of the fence. One aspect that Phil has missed is the basics of developing your customers - in the direct and indirect channels - you will only gain loyalty and increase sales by building the relationships within the VARs. It's easy to identify which geographically placed, or strategically positioned VAR is best placed to offer maximum market penetration, so I would alway start with those first. Once the key players are winning deals with your products, you will soon discover that others will want a piece of the action, which then gives you ongoing leverage to ensure that its YOUR company that is promoted for any bid/presentation to the VAR's customers. The sales basics always remain the same - Engage your customer, gain credibility, ensure the customer gets good service, BE HONEST and you will succeed. There are some good points raised here and having built a VAR network for a major US manufacturer and now working for a VAR, I have a broad view from both sides of the fence. One aspect that Phil has missed is the basics of developing your customers - in the direct and indirect channels - you will only gain loyalty and increase sales by building the relationships within the VARs. It’s easy to identify which geographically placed, or strategically positioned VAR is best placed to offer maximum market penetration, so I would alway start with those first. Once the key players are winning deals with your products, you will soon discover that others will want a piece of the action, which then gives you ongoing leverage to ensure that its YOUR company that is promoted for any bid/presentation to the VAR’s customers.

The sales basics always remain the same - Engage your customer, gain credibility, ensure the customer gets good service, BE HONEST and you will succeed.

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