VAD survey calls for speedy deliveries

Competitive pricing and speed of delivery are still the most important factors for a reseller when choosing to do business with a value-added distributor (VAD).

According to a survey carried out by AFP Solutions, which polled 100 randomly-selected resellers, 96 per cent stated that the most important factor in choosing a VAD was the speed that it could deliver equipment.

This was followed closely by the VAD's prices.

AFP's research also revealed that resellers are less concerned with a VAD's range of products or how technically advanced its products are, compared with its knowledge of the products and the VAD's level of technical support.

The survey suggested a clear division of roles between reseller and distributor.

Those questioned believed that with the reseller's expertise in sales, there was little point in distributors giving sales training, but they should concentrate on product knowledge, backed up by technical and marketing know-how.

Keith Bloodworth, managing director of AFP Solutions, said: 'What's encouraging is that resellers have identified product expertise as more important than frills and comfort factors. This fits with our view of the role of the VAD. They also expect competitive prices and extremely fast turnaround from order to delivery, but nobody ever said this was an easy business to make a living in.'

The survey found that technical support rated third most important, product knowledge fourth, customer service fifth, and 74 per cent rated distributors' payment terms as the next most important.