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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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About the Author
Scott Goldfine
Scott Goldfine is Editor-in-Chief and Associate Publisher of Security Sales & Integration, directing all editorial aspects of the magazine brand in print, electronically, online and in person. The voluminous, innovative and award-winning body of work he has distinguished himself with since joining the publication in 1998 includes groundbreaking research, landmark features, leadership roundtables, high profile case studies, and many industry exclusives. Well versed in the technical and business aspects of electronic security (video surveillance, access control, systems integration, intrusion detection, fire/life safety), Goldfine is a nationally known figure in demand as an industry presenter and subject matter expert to mainstream media. He is responsible for developing many unique products and programs, including the SSI Industry Hall of Fame, Control Panel (industry’s first E-mail newsletter), Police Dispatch Quality (PDQ), Marketing Marvel, Installers of the Year, Integrated Installation of the Year, Security Industry Census, Systems Integration Study, Installation Business Report, Operations & Opportunities Report, Commercial End-User Study and Security’s Fantastic Fleets. Recognized for his relationship building, integrity and lead-by-example ethic, Goldfine is a solutions-oriented team player who advises and collaborates with industry dealer/integrator, consultant, distributor, central station and manufacturer icons, luminaries and executive business leaders on a daily basis. He is also actively involved in several security events and organizations, including the Electronic Security Association (ESA), Security Industry Association (SIA), Security Industry Alarm Coalition (SIAC), False Alarm Reduction Association (FARA), PSA-Tec, SAMMY Awards, International Security Conference and Exhibition (ISC), Electronic Security Technology Summit (ESTS), Mission 500, Electronic Security Expo (ESX), ASIS Int’l, Honeywell CONNECT and other supplier conventions. Goldfine also serves on several boards, including the CSAA Marketing and Communications Committee and PSA Cybersecurity Advisory Council. A certified alarm technician, former cable-TV tech, audio company entrepreneur, and lifelong electronics and computers enthusiast, Goldfine graduated with honors from Cal State, Northridge with a management degree in Radio-Television-Film. His professional media endeavors have encompassed magazines, Internet, radio, TV, film, records, teletext and books. Goldfine resides in the Charlotte, N.C., area with his wife, son and three cats.
Contact Scott Goldfine: sgoldfine@ehpub.com
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