Distributor Roundtable: Margin Mapping
Bamrick: While our integrator customers have always had access to the Ingram Micro product catalog, it has been a focus of IMCE to work closely with Ingram Micro’s core IT vendors to participate in marketing programs directed to create a better awareness amongst the CE resellers. As a result, customers have discovered product adjacencies to both broaden their product offerings and to increase margin potential.
Taylor, Almo: We have added business development managers that are specialists in particular segments of our business, such as digital signage, broadcast, audio, etc. These specialists help our integrators design profitable and cost-effective solutions.
O’Brien: We continue to listen to our customers’ needs. We have also been working closely with our vendors to supply products that have a great relevance in the present and future of the market.
Kelly: We have looked to add more unique product lines where they are not necessarily widely distributed in an effort to provide integrators with the ability to make some money on those products, through a number of tactics. We may represent a particular product line for the entire country, but the strategy is that we can offer them a profitable category where the margin hasn’t been removed from it. These include, on the commercial front, presentation product lines, where, for example, you can have multiple people share and control one display at meetings. Those are the types of lines that are not widely available, and we’re in the process of making them available. It’s exciting for our integrators because they get to pitch something that they can take to the market with confidence.
Swanke: We have added some very valuable experience to our sales and tech support staff. We feel the knowledge base we offer to our dealers has to be the best in the industry to set us apart. The ability to lay out CAD drawings and help out with wiring diagrams is a great asset for our dealers.
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