“With the correct approach, vertical markets can lead to some of the most lucrative revenue streams for a reseller,” says NEC EMEA Healthcare and Hospitality Director Kees van Donk.
Vertical market interest within the channel is increasing, and NEC endeavour to help their partners to sell into new areas. Last month, Kees van Donk came to the UK to hold workshops, in order to help resellers to maximise sales within expanding vertical markets.
“NEC is strong in hospitality globally, with products installed in major hotel chains in the UK and all over the world. We are now breaking into healthcare as well, and our success is due to our products fitting the bill,” says Sales Director Andrew Cooper. At the workshops, NEC aimed to show their resellers how the product is suited to these niche environments. A key benefit of vertical markets such as hospitality is cultivation of further opportunity; by selling into one hotel, opportunities may arise for installations elsewhere within the same chain.
Jason Welsh of Trust Distribution said that the workshop was an eye-opener. “I’d definitely recommend a workshop like this to all of my dealers” he said. The distribution channel has typically had a low focus on vertical markets, but Jason claimed that there is growing interest in this area.
For Jim Mulready of Core Communications, the vertical market workshop was invaluable, and said that he has purposefully stayed away from vertical markets in the past. “There are things available that we didn’t previously know about” he says, and he claimed that he would feel more confident selling into vertical markets using the additional product knowledge he gained from the workshop.