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Reeling in Resellers

It takes much more than mere products for wholesale distributors to lure dealers and integrators today. These suppliers are baiting their offerings with value-adds galore to catch resellers hook, line and sinker.



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“Everyone wants every device to interact seamlessly with every other device, every app to work on every platform. The industry has made great strides toward this through standards like ONVIF, but interoperability still isn’t a guarantee,” says Sean Freeman, solutions engineer for WYNIT Distribution. “We help our integrators find pieces that are fully compatible. In that same vein, to help our dealers become more comfortable with IP technology, we have dedicated resources to understanding the technology ourselves so we can teach IP concepts to integrators making the transition.”

Distributors concur that dealers and integrators that educate themselves on and embrace newer technologies — particularly interactive and integrated systems and services — will prosper the most and best ensure the health of their companies. “Everybody is moving toward IP and interactive services, and those integrators that are able to keep up with these technologies will win out in the long run,” says Tri-Ed Distribution President and CEO Pat Comunale.

Smarter Stocking Strategies

Technical expertise only goes so far without strategic management to guide it. True success comes when business acumen goes hand-in-hand with the sexy and exciting product offerings. Fortunately, today’s wholesale security distributors are standing by ready to assist on that side of the equation as well as fully invested partners. A big part of that is providing tools that deliver operational efficiencies, such as electronic-based product ordering and management.

ADI completed a multimillion-dollar e-commerce Web site project that offers complete product information, real-time product availability, inventory levels, pricing and more,” says ADI Americas President Michael Flink. “The site also offers a unique set of value-added resources to help dealers easily shop online including frequently purchased products, standardized kits, express order for fast online purchases, and customized lists that save order histories for quick purchases in the future.”

Distributors are also adapting to the mobility craze by offering customers the ability to access their accounts whenever and wherever they are through smartphones and tablets via customized apps. ScanSource Security’s Sorrentino says the company’s SNAP app is a comprehensive Web-based product selection tool that helps dealers more easily choose the best product to fit their customers’ needs.

“With SNAP, dealers are able to quickly narrow their search for products by searching by manufacturer, part number or even product specifications,” he says. “The search then provides the dealer with a comprehensive datasheet on the product, as well as suggested pricing. The free SNAP app allows dealers to login to the app on their iPhone, iPad and Android devices. In addition, the app offers a calculator to determine bandwidth and storage needed, field and degree of view required, and maximum cable distance allowed.”

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Systems Integration · Distribution · Distributors · All Topics

About the Author
Scott Goldfine
Scott joined SECURITY SALES & INTEGRATION in October 1998 and has distinguished himself by producing award-winning, exemplary work. His editorial achievements have included blockbuster articles featuring major industry executives, such as Tyco Electronic Products Group Managing Director Gerry Head; Protection One President/CEO Richard Ginsburg; former Brink’s Home Security President/CEO Peter Michel; GE Interlogix President/CEO Ken Boyda; Bosch Security Systems President/CEO Peter Ribinski; and former SecurityLink President/CEO Jim Covert. Scott, who is an NTS Certified alarm technician, has become a respected and in-demand speaker at security industry events, including presentations at the Central Station Alarm Association (CSAA) Annual Meeting; California Alarm Association (CAA) Summer and Winter Conferences; PSA Security Network Conference; International Security Conference and Exhibition (ISC); and Security Industry Association (SIA) Forum. Scott often acts as an ambassador to mainstream media and is a participant in several industry associations. His previous experience as a cable-TV technician/installer and running his own audio company -- along with a lifelong fascination with electronics and computers -- prepared Scott well for his current position. Since graduating in 1986 with honors from California State University, Northridge with a degree in Radio-Television- Film, his professional endeavors have encompassed magazines, radio, TV, film, records, teletext, books, the Internet and more. In 2005, Scott captured the prestigious Western Publisher Maggie Award for Best Interview/Profile Trade for "9/11 Hero Tells Tale of Loses, Lessons," his October 2004 interview with former FDNY Commander Richard Picciotto, the last man to escape the Ground Zero destruction alive.
Contact Scott Goldfine: sgoldfine@ehpub.com
View More by Scott Goldfine
Distribution, Distributors


By shashi yadav on March 1, 2014

Thanks. Nice Article.

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