IT resellers know how to earn trust. Stationed somewhere between OEM and advocate, they’re a welcome buffer between your business and the hardware/software provider. Often they deliver more value-add, more attention and more knowledge about your specific business needs than the mega-vendors they represent.
But that doesn’t make them your best friend – and that’s something too many companies forget as they buy and negotiate. “My reseller is my advocate” is a dangerous sentiment, and it’s why the majority of companies overpay value-added resellers (VARs) on a regular basis. Companies need to approach the purchases they make from their VARs with the same level of scrutiny and caution used when sourcing directly with hardware/software vendors.
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