• Resellers concerned IT security distributors aren’t meeting end-user needs

        • More than half (59%) of IT security resellers in the UK think distributors are not doing enough to support them, according to a new report by security distributor, Alpha Generation Distribution

          Just a third of resellers questioned think the distributors they’re working with are trustworthy and value building genuine relationships with their partners, while only 22 per cent think they focus on long-term proactive security. Just 10 per cent say distributors truly understand end-user needs.

          When asked what the biggest IT security concerns are for end-users, most (89%) resellers say data or intellectual property loss via a hack, followed by ransomware (86%), malware (67%), phishing (56%) and Distributed Denial-of-Service (DDoS) attacks (42%).

          Chris Walsh, Sales Director at Alpha Generation said, “our findings confirm the need for security distributors to think like a reseller, and that means better understanding end-user challenges and finding the right products and services to match. This is critical if we as an industry are to keep up with the ongoing battle against cyber attackers.”

          The report found that 37 per cent of resellers think understanding end-user demands is the most important factor when partnering with a new vendor and a third are most likely to use a vendor if its product fills a gap in their current portfolio. Integration is therefore key, with distributors needing to be open to collaborating with other distributors to provide resellers with a complete solution that will overcome the objections from their end-users.

          Chris added, “a strong channel relationship involves helping partners find complementary technologies to improve their portfolio and providing enhanced marketing support. The ideal distributor would offer value-add services, offering relevant solutions that complement one another and cover commodity-type sales.”

          As well as offering pre-packaged solutions that address end-user concerns, distributors should offer resellers ongoing training on these new technologies, helping partners explain to end-users why they’re essential to improve their business’s security. These packages should be presented with a healthy margin to partners who are proactive, while at the same time provide a simple transactional run rate margin to those who are not.

          One of the resources resellers noted as being most useful to aid their sales efforts are boxed marketing campaigns. Over half (54%) say boxed marketing campaigns would help them generate leads, yet 16 per cent have never used one to promote their vendors. Of those that think such campaigns are useful, 14 per cent say they should be supported by other marketing activities.

          Other key insights

          • 22% of resellers think having a subscription-based delivery model is essential for addressing end-user demand
          • 60% favour hybrid on-premise and cloud-based security solutions
          • 41% of resellers think distributors are already helping them keep up with the latest and most relevant technology
          • Only 11% think a vendor’s reputation or recommendation from others in the industry is a good reason to offer a particular security solution
          • 57% said customers are considering endpoint security as their primary IT security solution, followed by network/perimeter security (31%).
        • Stay up to date - Click here and register for FREE Channel Info online membership and enjoy unlimited access to a host of benefits including the exclusive members area of the website, downloadable business tools, current and back issues archive, priority breaking news alerts, weekly e news summary and the Channel Info app

        • Related Articles

        • Is secure off-site shredding a myth?

          Is secure off-site shredding a myth?

          Tuesday 24th Apr 2018
          With an increasing surge of activity from UK organisations towards GDPR security, questions are being raised on the effectiveness of shredding solutions. Mark Harper, Head of Sales at HSM UK investigates into the validity of claims made by off-site s...Read More...
          The customer must be at the centre of the digital strategy

          The customer must be at the centre of the digital strategy

          Wednesday 28th Mar 2018
          It’s easy to get obsessed with technology, it is the key enabler of today’s revolution, but the harder part of the transformation is cultural. This is according to Colin Masson, Global Industry Director at Microsoft. Here, Colin looks at...Read More...
          PRM is the new CRM

          PRM is the new CRM

          Thursday 15th Mar 2018
          Dave R Taylor, CMO of Impartner, looks at the new generation of partner relationship management solutions that are changing the way companies manage their indirect sales channels. A recent Impartner survey showed that recruiting and hiring enterpris...Read More...
                • About Us

                  Channel Info is the leading source of business news and information for the office dealer and reseller market. Our multi-platform approach delivers relevant, engaging and focussed content via our main printed magazine, supplements, website, digital editions, apps, newsletters and bespoke communications with an unrivalled reach across the industry. A highly trusted and respected brand for many years, the team behind Channel Info has over 60 years experience collectively in the office products, furniture, equipment and technology markets Channel Info continues to develop and adapt in order to meet the changing information needs of its readers.

                  For our latest Media packs and more details on our range of services click here

                • View Latest Issue