What does the “V” in VAR mean?

It depends on the VAR quite a bit.  Some value added re-sellers align completely with their manufacture partners and act as a pure extension of their sales and engineering teams.  I’m not saying this is “bad” as their is still some value for their clients in that they have additional resources for their customers to leverage.

We have transformed ourselves quite dramatically over the past 5 years to add more of our own intellectual property (IP) by adding really smart SE talent, project management and our managed services offerings and we encourage our folks to achieve their potential through attaining higher levels of knowledge, certification an notoriety (social media help with this part) to become bigger then themselves.  This helps them as individuals, our company and frankly our vendor partners as well as they now have industry expertise within their ecosystem that they didn’t have to pay for that is truly consultative in nature.

Unlike our vendors we don’t “invent” the products we sell so we need to add value in another way.  We do get to “invent” unique service offerings and support systems, so we can add our unique value in this way.  In addition, our ability to integrate our customers solutions (across vendor lines) and leverage the innovative support options we create is where we can add a ton of value to our customers.

Lately I’ve been making a point to work more closely with our vendor partners to educate them on our value while also learning theirs as we’ve done for years.  If we can’t add anything unique beyond knowing our vendors products then are we truly relevant to them?  Are we truly relevant to our customers? If we can add more value to our clients by adding our IP to our vendors IP then this is better for everyone.

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