Security Sales & Integration February 2023 - 25

▶ Ability to brand, or private-label, mobile
apps, user portals and other application
instances.
▶ Opportunities to participate in social
functions held by the program company.
▶ Access to special promotions.
Also keep in mind that not all security manufacturing
companies and service providers
have a loyalty program. Look around to find
out which ones offer it. Consider the benefits
offered to program members and determine if
your company will get value from participating.
Many dealer loyalty programs are cost and commitment
free to participants. If the manufacturer
or service provider charges an annual fee or
asks for purchase commitments, keep looking.
There are programs available that offer only upside
with no hidden strings to alarm dealers.
TED WILKINSON,
Director, Channel Partners
& End Customers, Axis
When it comes to vetting
the best 'dealer program,'
or channel partner program
as we refer to it,
interested parties should
first assess the breadth of
a manufacturer's portfolio
as well as their technical
capabilities. Of
course, brand, reputation and trust are of utmost
importance. Accordingly, Axis only sells
through dedicated channel partners - distributors,
dealers, resellers and systems integrators
- and never direct to end customers.
All partner programs are not created equal.
Dealers and integrators should look for a
well-established, well-structured and well-supported
program. For example, at Axis, our
regional sales managers, field engineers and
inside sales account managers are readily accessible
to support program members, who also
work consistently with the same assigned team
- establishing increased value through longterm
relationships.
With technology evolving more rapidly
than ever before, dealers and integrators
must stay up to date to remain competitive.
Therefore, education should be a primary
component of any partner program. For instance,
the Axis Communications Academy
securitysales.com
offers in-person classroom training as well as
eLearning that helps program members gain
new knowledge and put related skills into
practice ranging from sales and business to
system design, installation and configuration.
This better equips partners to assess their customers'
needs and identify sales opportunities
that deliver unique value.
Certification through a recognized manufacturer
training program gives members a meaningful
edge in competitive bid situations by
instilling confidence in stakeholders and signifying
a vendor is highly qualified. Furthermore,
architects and consultants responsible for specifying
technology systems and vetting installing
dealers and integrators may view it as a prerequisite.
End customers also prefer partners who
can verify their proficiency before starting a job.
It's also important to find a partner program
that invests in demand generation to
build brand, create awareness and generate
leads for its members. Event sponsorships,
local trade shows, professional networking
events and ad placements are a few examples
of some benefits that dealers and integrators
should look for. Co-branded product brochures,
ads and other marketing materials and
merchandise are a key part of a comprehensive
partner program.
Partner programs should also offer benefits
like price discounts that scale up as members
meet sales thresholds. As partners reach certain
levels, they should gain greater freedom
to increase sales margins and price jobs more
competitively. Looking at the big picture,
tools and advantage gained through the right
partner program can translate into satisfied
employees and lower turnover as well as happy
and loyal customers. SSI
Consider the benefits to
joining a dealer program and
determine the value of participating.
It could be that the
supplier has opportunities for
hosted dealer company events
or offers training on unique
skills and solutions to boost
business.
Dealers and
integrators
should look for a
well-established,
well-structured
and wellsupported
program.
-
Ted Wilkinson, Axis
FEBRUARY 2023 Security Sales & Integration 25
COURTESY EAGLE EYE NETWORKS
http://www.securitysales.com
Security Sales & Integration February 2023

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