D-Link and its Channel Partners – companions in success

 Sanjay Sehgal,
VP Sales,
D-Link (India) Ltd.

Since its inception in early 90s, D-Link has been a renowned name in connecting people. D-Link has played a crucial role in revolutionizing the internet trend in the country. The company is continuously positioning itself as a leader in the networking segment with innovative offerings. As an end-to-end networking solutions provider for consumers and businesses, D-Link has always been in the fore-front in terms of offering latest technology with innovations.  Determining the market potential & demand for IP surveillance, D-Link made a strong foray in this highly competitive segment with extensive plans, to establish itself as a prominent player in this domain. Sanjay Sehgal, VP Sales, D-Link (India) Ltd. shares some scheme of things that is the strength of the company -

Through its journey spanning close to 2 decades, D-Link’s channel partners have been an integral part of the success story & a constant companion in success. Hence Channel engagement is one of the key agenda at D-Link. All its strategies and road-map are devised not only to stimulate business growth, but also provide platforms for its channel partner/ re-sellers to expand their horizons. D-Link ensures that its partners present across the length & breadth of the country are optimally benefited. In fact the schemes/ reward programs are designed in such a manner that partners present in C & D class city also reap maximum return. Additionally D-Link also organizes training & certification programs at regular intervals to update partners with new technological advances & equip them to meet customer demands. Moreover D-Link follows ‘Feet on street model’, as a result its sales force is constantly in touch with partners & supporting them in meeting business demands. It believes in creating a business ecosystem that fosters collective growth & mutual support.   

Inroads into Surveillance space

D-Link provides varied networking solutions to their customers like routing, switching, cabling etc. So for them it is just about taking that extra step & start offering IP surveillance solution to the same customer. In order to reach-out to its existing partner network & provide them with the required confidence to foray into a new product segment, D-Link provides adequate training to help them understand the nuances of surveillance solutions design, implementations, technical knowledge, various aspects of Surveillance solution selling and other assistance needed from time to time. D-Link has also entered into tie-ups with partners and System Integrators for exclusive business partnerships for IP Surveillance business. As a result of its focused strategy & business approach, D-Link has made successful inroads in Surveillance space and bagged quite a few projects recently.

With the advent of new age technology like smartphones, tablets etc., mobility & instant access to information has become part of its lifestyle. Hence reaching out to customers with an effective & efficient solution is the key. This is where partner/ re-sellers need to focus on, and look at providing a holistic solution to the customer rather than product selling. Also developing a rapport & retaining customer hold high precedence in today’s competitive environment. In my opinion partners/ re-sellers need to invest with engaging with customer & build a strong customer base that will eventually results in assured long term business.

Educating and empowering the Partners

D-Link constantly works towards engaging with its partner’s present PAN India. Road shows/ seminar/ partner engagement program is one such platform that allows the vendor to interact directly with the channels. D-Link conducts such roadshows throughout the year in A, B & C class cities. The objective of these meets is to introduce partners to the latest in networking technology, update them on the product range, and address business concerns if any. Further to enable partners to sell better D-Link also conducts training & certification programs. For its Structured Cabling product line D-Link has recently rolled out ‘D-Link Certified Cabling Expert (DCCE) program across India. DCCE provides participants with in-depth information on the technical aspect of the subject, evaluates trends for both copper & fiber products, and trains them to design, install and conduct post-implementation testing of D-Link passive networking components for Infrastructure projects.

Throughout the year D-Link at D-Link introduce various schemes for partners that give them an opportunity to enhance their business value. D-Link also introduce region specific festive schemes like ‘Poila Baisakh’ Offer for Kolkata, Vibrant Gujarat, Kerala delights etc. that offer more business opportunity.

The road ahead

With the proliferation of handheld devices and access to internet on the go, D-Link has seen a new channel being developed in recent times i.e. online sites.

According to me, while these sites help in reaching out to tier 2 and tier 3 cities at a faster rate, a majority of online players as of now are more into demand fulfillment rather that demand generation. While it is important to note that the VAR does not just do demand fulfillment, but also play a key role in demand generation. As they understand the customer’s requirement and then design a customized solution to meet the specified requirement. This is what gives VARs an edge over the online sites. However, I foresee a time soon where a new channel will be established combining the strength of both, the online sites and local VAR. The reach of online sites along with the local presence and customization support provided by the VAR will be phenomenal.