One of the least well understood activities in growing a hardware or software business is the building of distribution channels. This looks very easy to the uninitiated, but in reality it’s extremely difficult. There are many subtleties that are far from obvious and some aspects that are necessary for success are downright counter-intuitive. Building a […]
VAR vs. Retail Distribution in Software and Technology Markets
There is always a lot of talk in the software and hardware industries about distribution through the “Channel”. Generically that means selling through some type of a third party company, rather than selling directly to the end customer. But in reality the “Channel” includes a wide variety of disparate types of third party resellers. Today […]
Structuring Channel Discounts for Software and Technology Companies
Selling through sales and distribution channels of various types is very important to many software and hardware companies. Yet channel programs and specifically channel discount structures, are often thrown together quickly and haphazardly, without looking at any real hard data. Let’s examine some of the key items that are advisable to consider when structuring a […]
Marketing and Selling Technology Products through the Value-Added Reseller (VAR) Channel
Selling through multiple channels is one of my preferred strategies in technology marketing. Done correctly, it allows a company to fully exploit its expensive, hard-earned intellectual property to the maximum extent. One of the most popular channels (and one of my favorites) used to sell B2B software and hardware is the Value-added Reseller or VAR […]
Channel Conflict
In my consulting practice I do a lot of work with software and hardware companies in area of channel development. One of the hardest things to manage while growing a channel business is the inevitable conflict between all the players throughout your various distribution methods, including your direct sales force. Of course, my colleagues in […]
