3 Steps to Become a Successful VAR
Merchants looking to purchase a POS system will often involve a VAR in the process. What a VAR brings to the equation is superior experience and expertise as well being as a single point of contact for questions, assistance, and maintenance. Because let’s face it, a merchant is never just buying a POS. Businesses require an entire sales system, which includes equipment, processing, and a payment gateway, as well as what can be multiple integrations to make them all work together.
Cardknox, my company, creates technology and software to perform those integrations. A single integration with Cardknox performs the same function as multiple integrations; it is a solution that is processor and equipment agnostic. We’re constantly finding ways to allow POS systems, processing, gateways, terminals and security solutions to speak to each other and work seamlessly. Needless to say, we work very closely on a consistent basis with VARs to create integrations for them and assist them in implementing those solutions for their customers.
Over time, working at Cardknox I’ve met hundreds, maybe thousands of VARs. I’ve seen which ones are successful, and which ones are struggling. I’ve learned what merchants are looking for, and how VARs can deliver that.
In short, I can tell you how to make it as a VAR. Here are my three recommendations:
Be Clear, Be Consistent
The VAR is essentially the liaison between all the parties involved: the developer, the gateway, and the processor. Successful VARs communicate seamlessly with everyone so that the value is enhanced by the group and not complicated. Once they’ve worked out the back end with those parties, the VAR will also need to communicate the resolutions clearly to the merchant.
Be Knowledgeable
If a product offers enhancements, features or add-ons, make sure you know about them. It’s about bringing value to the merchant by bringing them a combination of products best suited to their business.
Be Accessible
Merchants want to know that they have one single point of contact for all the disparate components of their system. A person who truly understands not only the systems but the needs of their business as well. When they do reach out, they want that person to be available and respond to their concerns in a timely manner. It offers them the peace of mind that their systems are in good care, and the merchant can focus on running their business.
The main focus of a VAR is to provide value to a merchant, which is through clear communication, an in-depth knowledge and continuing education and a strong customer-first ethic.
At Cardknox, we hope to make these objectives easily accessible for any VAR. Cardknox has a unique VAR channel that simplifies their job by connecting the payment systems with a POS flawlessly, as well as offering customization options specific to a merchant’s needs.
Cardknox provides VARs with the tools they need to become successful and take their career to the next level. Partnering with Cardknox is always a successful joint venture.
