IT services are growing rapidly. Patrick Merz, Head of Sales and member of management at BOLL Engineering, explains the contribution of value-added distributors (VAD).
What is the purpose of distributors in the field of IT and cybersecurity?
In both areas, value-added distributors (VADs) make a significant contribution to the success of suppliers and channel partners such as resellers, system integrators and MSSPs. Previously, the focus was on logistics services, today more diversified services are being used, such as technical services and support, training, certifications, marketing. New, still small brands are often not able to offer such a range of services. In this context, local VADs play a key role.
What do resellers expect from their VADs?
This depends in particular on the size of each reseller. Large established partners operate mostly independently, while smaller companies increasingly rely on the professional and extensive services of their local supplier or VAD. At BOLL, we divide the services requested by the market into the following areas: Marketing Services, Business Development, Sales Services, Tech-Services, Education, Engineering/Customizing, Logistics and Export. Large channel partners also request our services for the correct dimensioning of a solution or the preparation of an offer for a complex project. In addition, it is not uncommon for us to play the role of sparring partner for our customers.
To what extent is the international orientation of VAD a necessity?
In principle, the international orientation of business activities is an important element for VADs. This is particularly true for the distribution of large, established manufacturers, who seek to cover several countries or geographical regions with a single partner. On the other hand, new, still small brands are increasingly relying on market proximity and the commitment of local VADs – this in order to specifically advance the development of the brand and make their company prosper.
