Should resellers look to assert their individuality and gain a business advantage by developing some form of differentiation?
Resellers need to focus more on understanding the different strengths of the brand. This is done by upgrading their skill levels on products offered by the different brands. They need to focus on what is unique about them, their strong points and what caters to the particular customer. That is what they have to understand and what they have to provide. This is the challenge for the channel. Are you satisfied with the level of skills currently available in the Middle East reseller channel? There needs to be improvement, of course, because we still see now that resellers are primarily involved in box-pushing. That mentality needs to change. You have established and qualified resellers at the very high end who know the business model they are in and they are consulting and selling in that fashion. So there are a couple of them already, but if you are talking of almost 100 to 200 resellers on Computer Street then you need to educate their sales people if a chunk of them are to be moved to
