Robert

Excellent VARs or Trusted Business Advisors ensure that the 
clients are recieving the right technology solutions to 
meet the business needs of the clients that they serve.  
Serve is the key word here, when we cross over from being a 
reseller to a Business Advisor we are no longer concerned 
about targets or quotes, clip levels and rebates.  The only 
concern we have is that the clients that we serve are 
receiving the correct solution to meet their business 
requirements.

On top of this, we need to ensure that the right technology 
solution or software application is being deployed that 
fits this.  Gone are the days of selling solutions or 
equipment just because there is a discount or a back log at 
distribution.

The solution must fit the needs of the business and also 
the Trusted Business Advisor must have the foresight to see 
where the client is going even if the client is not aware 
themselves.

When resellers and IT Professionals understand this 
concept, then they are truly a TBA.

Cheers

Stuart R. Crawford
Calgary, AB
http://www.itmatters.ca
http://www.stuartcrawford.com

Right On. Of course. 

The TBA also has to ensure that he is making money 
over the long run. Cause without profitability he will 
not be able to stay in business. Eventually, this will 
lead to the unfortunate position of him not being able 
to continue to provide the best solutions for his 
customers. 

Robert

Excellent VARs or Trusted Business Advisors ensure that the 
clients are recieving the right technology solutions to 
meet the business needs of the clients that they serve.  
Serve is the key word here, when we cross over from being a 
reseller to a Business Advisor we are no longer concerned 
about targets or quotes, clip levels and rebates.  The only 
concern we have is that the clients that we serve are 
receiving the correct solution to meet their business 
requirements.

On top of this, we need to ensure that the right technology 
solution or software application is being deployed that 
fits this.  Gone are the days of selling solutions or 
equipment just because there is a discount or a back log at 
distribution.

The solution must fit the needs of the business and also 
the Trusted Business Advisor must have the foresight to see 
where the client is going even if the client is not aware 
themselves.

When resellers and IT Professionals understand this 
concept, then they are truly a TBA.

Cheers

Stuart R. Crawford
Calgary, AB
http://www.itmatters.ca
http://www.stuartcrawford.com

Good VARs are well practiced and accustomed to delivering 
in a reactive mode. Great VARs practice and deploy  a 
strong long term business strategy that results in 
delivering SUSTAINABLE value.  Demonstrating a business 
practice that radiates the confidence of viability and 
longevity is key for end-user partnering as well as 
industry partner investment and support.

Hey David:

You have done a great job in summing up the difference 
between a VAR and a Trusted Business Advisor. I am so 
looking forward to working with you on putting 
together the curriculum for this program, promoting 
the program to the VARs and getting them trained and 
certified.

Of course, part of this is getting the message out to 
Vendors on why they need to treat TBAs like true 
partners and/or like customers. As opposed to treating 
them as if they are a second rate extension to their 
sales team. 

Simultaneously, we need to let the SMB world know what 
value TBAs bring to the table and why they need to 
work with TBAs.

It is going to be a lot of very rewarding work. 

Rob,

An awfully sweeping question considering the specialities 
of certain VARs. Regardless...

Technical expertise (technology, software, servers, etc.); 
business savvy; ability to sell the true value of their 
services (Sales & Marketing); and the intangible but oh so 
important GENUINE willingness to provide friendly above and 
beyond service to their clients. 

One could add to this the desire to succeed--hang out with 
VAR Arlen Sorenson of Heartland Technologies Group for a 
day. Complacency and mediocrity are not on his list of 

Derek: Overall, as always, I fully agree with you. 

The problem as I see it is that in most sales 
situations, a good salesperson find out who is the key 
decision maker or influencer and then focuses on 
selling to that person. For SMBs buying technology, 
that person is normally their VAR.  

Yet, instead of selling to the VAR, IT Vendors expect 
that VAR to sell for them. The industry would be a 
whole lot better if we recognized a VAR for what a VAR 
is ... a trusted business advisor to its SMB 
customers. They own the relationship. They determine 
what products and brands are purchased. They hold the 
power. Unfortunately, the one thing that the Vendors 
and VARs have in comment is that neither of them 
realize that VARs have the power. 

All of the above ring very true and as Robert stated 

Thanx Mark.

All of the above ring very true and as Robert stated 

Rob,

An awfully sweeping question considering the specialities 
of certain VARs. Regardless...

Technical expertise (technology, software, servers, etc.); 
business savvy; ability to sell the true value of their 
services (Sales & Marketing); and the intangible but oh so 
important GENUINE willingness to provide friendly above and 
beyond service to their clients. 

One could add to this the desire to succeed--hang out with 
VAR Arlen Sorenson of Heartland Technologies Group for a 
day. Complacency and mediocrity are not on his list of 

Good VARs are well practiced and accustomed to delivering 
in a reactive mode. Great VARs practice and deploy  a 
strong long term business strategy that results in 
delivering SUSTAINABLE value.  Demonstrating a business 
practice that radiates the confidence of viability and 
longevity is key for end-user partnering as well as 
industry partner investment and support.

Robert -

All the comments, to date, ring true - although there are 
a few that appear somewhat dated in concept.  In reality, 
each individual end user defines what a great VAR is, as 
each business has a unique need - making most of the 
comments accurate.  I believe it is better to ask how the 
end user illustrates whether or not the VAR is great.  
There are a number of ways the end user demonstrates his 
belief that a VAR is 

A great VAR focuses on the description of the acronym - 
Value Added Reseller by selling solutions and providing 
good service vs. selling components of a solution (pushing 
boxes).  They add value by employing highly skilled 
technical staff who are trained and closely engaged with 
their manufacturer's engineering teams.  They employ sales 
people who would rather sell the right solution vs. the 
solution that has higher margins, who respond to their 
customers quickly and remains current on technology trends 
and key differentiators of similar products.  A great VAR 
is proactive in their sales and marketing strategy and does 
not wait for leads from their vendors but when they get 
leads, they follow up immediately and respond to vendors 
with feedback so they are chosen as the 

Great VAR's have:
been trained and are knowledgeable in the value add 
solutions they provide
have customers who can attest to their expertise
know to decline assignments outside their knowledge base 
and to instead network with other VAR's with the expertise 
needed - we all prefer a carpenter who brings in a plumber 
to do the plumbing work and vice-versa
a great VAR could be a master contractor for his/her client 
bringing in the experts as needed

Great question with many great answers.  Here is my two
cents worth:

*Focusing on real solutions. 
*Using a consultative sales approach to help our clients use
technology to meet their tactical and strategic objectives.
*Listening to their clients.
*Solving real problems for their clients.
*Growing despite economic situations beyond their control.
*Keeping ahead of the technology curve.
*Service, service and service is the location, location and
location comparison.
*Ahead of the pack of other VARs.
*Contribute back to industry, community, etc..