Lending A Helping Hand

As Distribution Editor Scott Campbell reports in this week's cover story, "Masters Of The Midrange," the midrange distributors, specifically Avnet and Arrow, are offering comprehensive services to solution providers to help grow their business in this market. The switch, say solution providers, has made a tremendous difference in a difficult year and, in fact, may have saved their businesses.

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KELLEY DAMORE

Can be reaached at (781) 839-1272 or via e-mail at [email protected].

Both distributors are taking a hands-on approach to assisting solution providers. They are helping VARs forge vendor relationships and advising and training them on business planning and development.

The effort is paying off for many and fostering an allegiance to those distributors. One solution provider boosted its midmarket sales by 500 percent, thanks to Arrow. Another had $1 million in Oracle sales last month, due in large part to the help and training provided by Avnet.

Not only are solution providers taking notice, but so are vendors. EMC, for instance, has authorized only Avnet and Arrow to distribute its products in North America.

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As solution providers become more specialized, the need for boutique distributors is only going to increase. These distributors can offer the training solution providers need. Arrow and Avnet are not the only examples. Take a look at Bell Microproducts, which has built its business on storage. Look at Westcon. This distributor has placed its bets on networking and security and has seen robust growth as a result.

Even the broadline distributors, Tech Data and Ingram Micro, realize they have to get into the fray. Tech Data has developed its own specialized divisions that act as boutique distributors. Ingram Micro, meanwhile, is looking at more enterprise products to add to its line card.

Vendors can help train large solution providers on technology and integration. But when it comes to the elusive small and midsize solution providers, it is the distributors that provide the necessary support and training.

Do you agree? I can be reached via e-mail at [email protected].