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Global urges resellers to embrace solutions selling

Distributor wants to work high street resellers in taking solutions to market

Global urges resellers to embrace solutions selling
Veljovic says IT solutions-selling is the future of the value-added distribution (VAD) model.

Global Distribution has revealed a new strategy that will see it work closely with high street technology to build and tailor make solutions for the SME segment.

The plan, said the distributor aims to help resellers to transition from hardware reselling to a business that offers solutions and services to the commercial and SME sectors.

Mario M. Veljovic, VP, Solutions MENA, Global Distribution FZE, said in an interview with Channel Middle East, IT solutions selling is not coming out of Global Distributions thinking but even the Global IT Distribution Council is talking about it. "I think IT solutions-selling is the future of the value-added distribution (VAD) model and distributors need to get to a level where they have systems integration expertise to successfully play in the solutions distribution space," he said.

Veljovic said for Global Distribution, the foray into the solutions space is about enabling and developing the reseller channel especially in the emerging markets, which is a key focus area for the company. "It's important that we help and support the redefinition of technology distribution as we want to be seen as a technology player and not as an IT distributor. And that's why we need to help in bringing all the solutions know-how into the channel, and for that to happen we have to have our own in-house expertise," he said.

He added that if one looks at the channel market right now, everyone is a value distributor these days as no distributor is still interested in being associated with the volume game. "All over a sudden, volume is all gone," he noted.

Veljovic explained that a specialist or dedicated specialist like a components hardware distributor is probably adding more value to the reseller channel than the so called VADs trying to emerge into the enterprise computing segment. "At least these specialist players are focused on what they do. I think it's important that we remain focused and what we are doing under the umbrella of Global Solutions with the different vendor lines we have from the value and and SI side, is building technical capabilities to be able to deliver these to the market ourselves," he said.

He said the company has defined the verticals it want to develop in the MENA region. "The market is asking for solutions and all these smaller resellers on the street are actually happy to have a distributor reaching out and helping them to build a solution which they can take to the SMB segment," he said.

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