VARs want 'SuperVADs' with tech and sales skills

Research from Exclusive Networks suggests the idea of a VAD is dying out as resellers want much more than just credit and logistics

Resellers are placing far more importance on finding distribution partners with high levels of pre- and post-sales and technical expertise, rather than simply credit and logistical strength, research has claimed.

A survey of VARs across Europe, commissioned by VAD Exclusive Networks, finds that the big three distribution virtues coveted by resellers are, in order of importance: technical excellence; marketing support; and credit facilities.

Some 70 per cent of respondents consider lead generation to be a value-added service of the utmost importance. Two-thirds said the same of the ability to act as a VAR's proxy in technical pre-sales environments, while round-the-clock Level 1-2 post-sales support was highly prized by 64 per cent of resellers.

More than two in five VARs reported that they feel the term ‘value-added distributor' is losing its meaning. Exclusive has coined the term ‘SuperVAD' to characterise the new breed of disties providing the gamut of value-add services for vendor and reseller partners.

Alastair Edwards, principal analyst at research outfit Canalys, said: "There are a number of key differentiators that make a SuperVAD stand apart from a VAD.

"These include: superior financial strength, an ability to stay two to three steps ahead of technology trends, an integrated approach with reseller partners, the ability to create and enable a channel for high-end vendors, and professional/consulting services enabling de facto pre-sales for partners."

Barrie Desmond, group marketing and global accounts director at Exclusive, claimed that the research shows "that the original concept of the VAD is dying on the vine".

"It's no longer enough for even the larger distributors to rely purely on distribution efficiency anymore, because resellers are expecting high levels of logistic service and commercial stability as standard," he added.

"Smaller VADs meanwhile, risk losing their traditional USPs because resellers demand exceptional levels of market knowledge, vision and technical services and won't consider anything less as value-added."