June 18, 2019

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Boosting security sales

by Stuart Wilson, Thursday 24 April 2008

Security has become a buzzword in the IT market, driving a significant amount of solution sales in the EMEA reseller channel. There is an art to selling security solutions and luckily for resellers, one VAD has stepped up to the plate to offer some practical tips for increasing security sales. Computerlinks offers its top tips for selling security solutions, which formed the basis for a recent two-day reseller event at Chelsea Football Club, London.

Aligning security solutions to the business priorities of the target customer is one top recommendation from the team at Computerlinks. David Ellis, director of e-security at Computerlinks, said: “Resellers should focus on two key areas when developing their sales strategies. How security protects and expands the availability of applications and critical business systems, together with demonstrating benefit and return to the business.”

“Resellers that can align security offerings to these priorities will be well-positioned to tap into market opportunities, even in a time of economic uncertainty,” Ellis continued.

Assisted by some of the world’s leading security vendors including Blue Coat, Check Point, Nokia, Presinet, RSA and TippingPoint, Computerlinks has outlined the following top five tips for security resellers:

1. Look at vertical market strategies. Resellers that understand the intricacies of a particular sector will appeal to prospects. Also, look at which sectors are likely to provide more growth opportunities, even in a period of economic uncertainty, such as the insurance industry and public sector.

2. Compliance remains a necessity and will continue to drive security requirements. Promoting technologies that leverage connection tracking technologies with deep packet inspection, intelligent analysis and profiling, offset security costs by providing performance benefits and assist in simplifying compliance efforts.

3. Present solutions as an aid to application availability. Mobility, remote/branch office support, home working, offshoring and unified communications all have critical security requirements. Even in a period of economic slowdown businesses will still need to stay competitive and will look at where they can innovate in order to prosper or reduce operational costs.

4. Align security with hot technology growth areas that offer the ability to cut operational costs such as virtualisation, VOIP, WAN optimisation and remote working.

5. Develop value added services that provide customers with cost effective support and offer consultancy services to help configure the systems supplied. With third party help it is now even easier for resellers to add services such as hardware replacement and vulnerability testing to their portfolios.

Nigel Hawthorn, VP EMEA marketing at Blue Coat Systems, added, “Resellers should also look to involve other areas of the customer’s business rather than just IT, for example meeting jointly with IT and HR to facilitate new internet access policies.”

He added, “Resellers should also revisit existing customers to review their current solutions on a regular basis. With threats always changing a regular meeting allows the reseller to offer strategic consultancy on top of providing the technology solution.”

Nick Lowe, managing director for Northern Europe at Check Point, commented: "Security management is a key issue for users: companies want simplicity and ease of control. VARs can use this to their advantage by choosing to work with vendors that offer full, open interoperability between devices, single-console management and scalability."

Ellis, speaking about infrastructure technologies, such as virtualisation, WAN optimisation and VOIP, that are redefining the data centre and corporate networks, commented: “Resellers that have a broader understanding of today’s IT ecosystem and how security can support the advancement of agile infrastructures will be able to capture new customers.”

CE ANALYSIS: Proactive selling is critical to sustained sales success in a period of eceonomic uncertainty. Resellers events such as this play a crucial role in opening the eyes of the channel to new opportunities and giving them some new ideas on how to approach the customer.

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