Avoid These Common Mistakes VARs Make In The Hospitality IT Market

By Ally Kutz, contributing writer

In conjunction with our Partner Program Insider, Business Solutions asked channel experts to point out some of the common mistakes VARs make when selling to the hospitality market. Their responses include this advice:

Neil Alverson, ScanSource POS and Barcode: “One of the things that resellers may miss is an opportunity to sell other technology outside of just the POS [point of sale] hardware. There are many other areas within the ecosystem of retail and hospitality that can benefit from upgraded technologies. Wireless infrastructures in the retail and hospitality space are becoming a necessity to support all of the technology that they are using in order to enhance the customer’s experience. By being able to advise the retailer on the best solutions to fit their additional technology needs, resellers become the trusted advisor for their customer and can increase their sell to them.”

Gregg Brunnick, director of marketing in the Business Systems Division of Epson: “Too many solutions providers have an abundance of products, but lack the technical knowledge. They need to become the technology expert, investing more time in acquiring the proficiency required to provide complete business solutions and more proactively solve problems in the hospitality market. VARs need to intimately understand the POS business to better serve their customers. It’s essential that they build strong partnerships with reputable software and hardware vendors and fully leverage their programs, support systems, and resources.”

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