Two man handshake; Copyright: GettyImages/540525954...
Source: GettyImages/540525954
Supplier
Logo: APG Cash Drawer

APG Cash Drawer

4 The Drove
BN9 0LA Newhaven
UK
Company News • 02.08.2018

Partnerships between POS ISVs and resellers provide mutual benefits

Tips for successful ISV relationships with resellers

How can ISVs find reliable reseller partners to build long-term relationships? Typically, the best path to these relationships is through hardware manufacturers. Channel-focused technology manufacturers play an integral role in the channel ecosystem and offer ISVs a valuable resource to build sustainable, lucrative relationships.

Manufacturers with two-tier distribution networks can put ISVs in touch with both VARs and distributors. Distributors are always looking for ways to add value for their channel and alliance partners. That’s one of the main reasons they work with ISVs and manufacturers. In some cases, distributors and manufacturers develop solution bundles they get into the market through alliance partners. Those bundles typically need software purpose-built for specific verticals. That’s where ISVs come in.

Manufacturer Value-add

To help create value for channel partners and grow their reseller networks, many hardware manufacturers stratify their sales and product focus by vertical. They then develop dedicated programs to help grow sales in these specific verticals. The bundles they create with distributors and ISVs often are targeted at specific verticals, such as retail and hospitality.

The stratification helps manufacturers hone their focus while creating the conditions to increase sales for all parties in the distribution ecosystem. For more complex solutions, many manufacturers require product certification, which helps partners acquire the requisite knowledge on both the product and the vertical. Vendor certification, when available, helps show commitment and differentiate the VAR from traditional resellers. Certifications are especially useful in helping ISVs and resellers become trusted advisors to their customers.

Stephen B.; Copyright: Stephen Bergeron; APG
Stephen Bergeron, V.P. of Global Marketing
Source: Stephen Bergeron; APG

Partner Support

As ISVs participate in the channel ecosystem, it’s important to recognize support for VARs isn’t the same as for end users. ISVs should offer training for reseller partners to cover technical aspects such as configuration and integration, as well as sales questions on how to sell the solution and highlight its unique features.

ISVs should remember to let the reseller control the sale, since they are the entity directly touching the customer. ISVs that properly support resellers stand to benefit by expanding their sales.

Best Practices

In the channel ecosystem, each party has its specific roles and responsibilities. Successful channel-focused hardware manufacturers put the right elements in place to help partners succeed. For instance, APG provides support to reseller and ISV partners in multiple ways:

  • Product training
  • Live tech support
  • FAQs on our website
  • Online tech support

Over the years in working with a community of ISVs, we’ve also picked up some pointers in how to they work with resellers that could prove beneficial to other ISVs:

  • Participate in annual user conferences to hear users discuss their needs
  • Attend reseller conferences to learn their needs and challenges
  • Create an advisory board of end users and resellers
  • Establish limited and controlled territories for sales purposes Look for elite resellers – more isn’t always best

The value of working together with resellers, distributors and hardware manufacturers cannot be overemphasized for ISVs. By picking the right partners and following best practices, ISVs seriously increase their chances of expanding the market for their solutions.

related articles:

popular articles:

Thumbnail-Photo: New German vending partner for ITL
30.11.2023   #Tech in Retail #cash management

New German vending partner for ITL

Innovative Technology (ITL) have recently announced Bernd Boddart as their latest trading partner

Bernd Boddart will be supplying their cash validation and biometric age verification solutions to the German vending market. Bernd Boddart, based in Mönchengladbach, Germany, have 30 years of experience in the field of coffee machines, table ...

Thumbnail-Photo: Ask the Bot: generative AI in retail
02.01.2024   #Tech in Retail #food retail

Ask the Bot: generative AI in retail

Revolution in retail: the era of generative AI and AI bots

They are able to analyse data, write product descriptions, answer shoppers’ questions or write codes...

Thumbnail-Photo: The global state of autonomous stores
18.12.2023   #Tech in Retail #self-checkout systems

The global state of autonomous stores

The stores are located in various retail segments such as food retail, fashion, electronics, convenience stores and fast food.

In a highly competitive global retail landscape, autonomous stores are an emerging force that addresses changing consumer behaviors, reduces operational costs, improves profitability, and powers revenue growth strategies. Advancements in autonomous ...

Thumbnail-Photo: Unified Commerce Platform in focus
24.10.2023   #omnichannel #software developement

Unified Commerce Platform in focus

Handover at REMIRA: Dirk Bingler supersedes Stephan Unser as CEO

REMIRA is setting the course for future development of the company: On November 1, Dirk Bingler (48) will become the new CEO of the supply chain and omnichannel software expert headquartered in Dortmund. The previous CEO Stephan Unser (62) moves to ...

Thumbnail-Photo: Toshiba Launches New ELERA™ Security Suite to Address the Industry’s...
22.09.2023   #cashpoints #customer experience

Toshiba Launches New ELERA™ Security Suite to Address the Industry’s Challenges Around Shrink

Toshiba’s A.I.-powered solution empowers retailers across the globe to better manage loss prevention and protect profits

Security Suite from Toshiba Global Commerce Solutions empowers retailers to minimize shrink...

Thumbnail-Photo: First of its kind accessible checkout unveild by Woolworths, creating...
03.01.2024   #Tech in Retail #cashpoints

First of its kind accessible checkout unveild by Woolworths, creating new employment opportunities

Breaking Barriers in Retail: Woolworths' New Checkout Design for Wheelchair Users

In what is believed to be a world first, Woolworths has unveiled an accessible checkout, designed specifically for team members living with a physical disability, including people who use wheelchairs and other mobility aids such as walkers.The first ...

Thumbnail-Photo: Payment as a success factor: more than just paying...
15.01.2024   #Tech in Retail #payment systems

Payment as a success factor: more than just paying

Flashback to 1994: databases and ERP systems, first commercial websites, mobile phones with colour displays, CD-ROMs, Java as a programming language ...

Thumbnail-Photo: Tesco to introduce new scan-free technology on self-service tills at...
03.01.2024   #brick and mortar retail #Tech in Retail

Tesco to introduce new scan-free technology on self-service tills at GetGo store

Seamless Shopping Revolution: Tesco Tests Scan-Free Technology in London

Tesco is trialling an exciting new technology innovation that means customers don’t need to scan their items ...

Thumbnail-Photo: Nedap teams with Foot Locker to extend RFID project...
05.10.2023   #omnichannel #software applications

Nedap teams with Foot Locker to extend RFID project

Foot Locker successfully matches supply and demand in newly opened stores in Eastern Europe using RFID technology

Nedap the global leader in RFID solutions, announces that multi-brand sports fashion and apparel retailer Foot Locker has successfully extended Nedap iD Cloud to its new, Eastern European stores. The objective is to offer the best possible ...

Thumbnail-Photo: EuroCIS 2024 - technology special
11.12.2023   #online trading #e-commerce

EuroCIS 2024 - technology special

The latest technology solutions and trends for you and the retail sector

At EuroCIS 2022 from February 27 to 29, 2024, the Leading Trade Fair for Retail Technology, we will be looking at all the important and current topics relating to technology in retail: AI and Machine Learning, Payment, Connected Retail, Seamless Store and Smart Energy Management and many more.

Supplier

Zebra Technologies Germany GmbH
Zebra Technologies Germany GmbH
Ernst-Dietrich-Platz 2
40882 Ratingen
REMIRA Group GmbH
REMIRA Group GmbH
Phoenixplatz 2
44263 Dortmund
Innovative Technology Ltd.
Innovative Technology Ltd.
Innovative Business Park
OL1 4EQ Oldham
Captana GmbH
Captana GmbH
Bundesstraße 16
77955 Ettenheim