UPS systems have the potential to play a part in so many types of electrical installation that any reseller or MSP who doesn’t have a comprehensive offering as part of their product portfolio is missing out. However, with all the various topologies, manufacturers, and models available on the market, it’s understandable why some in the channel still view the product with a little bit of scepticism.
That really shouldn’t be the case these days though. Aligning with the correct partner will quickly make a UPS range a valuable – and profitable – part of your overall proposition.
Over recent years we’ve forged links with a growing number of resellers and distributors, and in our initial discussions with those partners it quickly became clear there were 4 main criteria that they were looking for – what we can describe as the 4 keys to picking a UPS partner:
1. Product range
This is an obvious starting point, as you’ll want to work with a manufacturer that has a comprehensive product offering so you in turn can give your customers the widest possible choice. So you’ll want a supplier with a broad choice of power ratings to cover everything from backing up a single computer or home printer through to supporting commercial-scale IT networks.
Your prospective partner should also offer freestanding and rackmountable solutions, along with a variety of topologies (UPS fall into categories such as standby, line interactive, and online, according to the level of protection they provide). The more options you have as a reseller the better, as it’ll be easier to cater for various customers and markets as possible.
2. Product warranty
A second factor is the manufacturer warranty and what it tells you about the confidence they – and in turn you and your customers – should have in the quality, reliability, and performance of their UPS.
For the single-phase UPS that will be the bread and butter of a typical IT reseller or distributor, you’ll usually get a 1 or at best 2 year standard warranty. However, with Riello UPS we put our money where our mouth is and offer a 5 year extended warranty as standard on all UPS up to and including 3 kVA.
3. Stockholding
It’s important to clarify whether the manufacturer will hold the majority of the stock for you and deal with all the logistics and customer deliveries or not. If you as the reseller will have to house at least some of the stock, you’ll need to have the appropriate warehousing and storage space in place.
And if you are going to be storing some of the units, don’t forget that UPS batteries have specific lifespans so you don’t want to leave them lying on a shelf in your warehouse for too long. Batteries will also have a recommended storage temperature, which if you don’t keep to, also has potential to have a significant impact on the overall lifespan and performance – these are the sort of stock management issues that you must consider.
4. Pre- and post-sales support
The final of our 4 factors can often be somewhat overlooked, but can end up being just as important as the manufacturer’s product range or warranty. What level of technical support and advice is on offer? How much product training is available to get your reseller team up to speed so they can give your customers the most informed opinion and recommendations?
And then what happens after a sale? No matter the product, as a reseller you know only too well that there are bound to be issues or faults that occur from time to time. Where are the manufacturer’s technical support based and how easy are they to get hold of? Will you – and your customers – end up being fobbed off with automated responses from a faceless, outsourced service centre? Or will you get to promptly speak with an experienced and competent tech professional who will guide you through to a successful solution?
Always bear in mind that how a manufacturer deals with any post-sales issues or queries will reflect on your reputation as the reseller, so in those initial discussions make sure you know that your possible partner’s service level agreements stack up to what they promise.
Decision time
Those are the main areas you need to focus on. Weigh up all your available options, and when it comes to making that all-important decision, you need to work out whether the UPS manufacturer will deliver true added value to both your overall offering and ultimately your customer base.
So while price is always one of your primary drivers, it shouldn’t necessarily be the ultimate factor. For instance, a certain manufacturer might not be the cheapest at face value, but perhaps their overall package in terms of training, technical support, warranties, and aftercare will add up to far more than other suppliers in the long run.
And once you’ve settled on your preferred partner, that’s when the hard work really starts. It’s crucial to that whoever you choose, you work together to put together the perfect UPS offering for your customers.
You as the reseller and the UPS manufacturer really do need to build that relationship and work hand-in-hand with each other. Share information, share ideas, share industry knowledge. While the manufacturer brings product knowhow to the party, they won’t know the ins and outs of your customer base anywhere near as well as you do.
A final piece of advice is to really get into the mindset of seeing a UPS as something that adds value to your core IT products. We understand how a UPS is often seen as too complex or ‘unsexy’ in its own right, so it can often be easier to bundle a UPS in with other essential equipment as part of an overall package – this is a great way to increase average customer spend.
To help with this, make the most of the UPS manufacturer’s expertise and create in-house tools that help your reseller team sell their products – your UPS partner should be ready and willing to provide all the training, tech support, and marketing assistance so your team has full confidence to answer any basic queries and switch sell.