According to Justin Blaine, Managing Director at at Neowave, many distributors in the telecoms industry have been quick to dismiss the principles of a true partnership agreement with their channel so as they can gain additional benefits.
“Today, resellers are constantly raising concerns about increasing customer attrition and shrinking margins due to a growing trend of distributors and manufacturers selling directly to end users. The biggest challenge for resellers is becoming greater as they now have to compete with their distributors / suppliers who are selling to their customers.
“Talking to resellers at the Convergence Summit last month further escalated our concerns about their interests. Distributors with short term perspectives and strategies are not only putting channel trust at stake but are also jeopardising the very survival of many small to medium resellers.”
NeoWave has responded to these genuine concerns through its partnership pledge which outlines the company’s vision for the future. It is committed to introducing cutting-edge technology to its end users but only through its network of resellers. The company says it will never compete with its resellers who NeoWave proudly announces as ‘NeoWave Partners’.
Based on the Company’s long association with each of its partners and its consistent listening to them, NeoWave says it has identified and responded to some of the biggest challenges that telecom resellers face.
Customer Ownership – While the average spend for a reseller to win a new customer has had a manifold increase in the last five years; the rate of customer retention has been on a constant decline. In such times, resellers look for more transparent and sustainable partnerships with their distributors. At NeoWave an end customer always remains with the NeoWave partner. Blaine sums it up: “When our partners win customers they keep them, our pledge is to help them win more and keep more and never compete.”
Solutions, not products – With an increase in the number of players in the telecoms industry, it is becoming increasingly difficult to close sales. Today, customers are highly informed, knowledgeable and demanding. Blaine observes, “They are not after any particular product. They are looking for an end to end solution to their problem.” A Complete solution not only increases probability of closing a sale, it also reduces the sales cycle and provides opportunities to cross sell and up sell. Neowave has recently expanded its portfolio of products through new partnerships with Aastra and Three. Blaine insists “It’s no longer about flashing lights on handsets, customers demand real solutions.”
Blaine adds that as part of a long-term partnership, resellers seek constant support from their distributors. “NeoWave is committed to providing its partners with exactly what they need to grow their business: Proactive marketing support, constant leads and referrals, a dedicated support desk and sales training for all products together with a national installation and maintenance services capability. NeoWave is building an unrivaled proactive marketing infrastructure to help partners grow their businesses.”
David Falberg, Sales Director comments “We take our partner relationships very seriously. We are 100% partner focused and committed to providing a high quality product and service offering, along with proactive marketing support.”
NeoWave has aggressive plans for the future. Its two way approach of adding innovative products to its product portfolio and building strong partnerships for the future has set the pace for the collaborative growth of the Company and its partners.
“Looking for a long-term partnership? You can count on NeoWave.”- Blaine’s words clearly explain NeoWave’s vision “It’s more than a distributorship…. It’s a genuine partnership.”