As more enterprises develop their own proprietary apps for their mobile employees, distribution of those apps has relied upon notoriously un-secure public stores like Google Play, Apple App Store, and Microsoft Store. Moreover, app updates and management is complicated by having to deal with a third-party app store.
Appaloosa has solved these problems by creating an enterprise-grade SaaS platform where companies can deploy their own private app store. With Appaloosa, companies can test and distribute apps to their employees securely, as well as control and revoke access, implement roll-backs, and integrate directly into enterprise user directories like LDAP and Active Directory.
The French company hired Sales Force Europe and its team of seasoned enterprise sales professionals to expand sales in Europe. SFE’s team of seasoned enterprise sales professionals can call upon their existing network of enterprise technology buyers to significantly accelerate sales for Appaloosa in 27 European countries.
Appaloosa is a simple & secure enterprise app store. We help companies deploy mobile apps privately to employees and partners. Join our 150 000 users and create a free trial account at https://www.appaloosa-store.com/. Private Enterprise App Store Appaloosa-Store enables BYOD with a native mobile app store, available on iOS, Android, and Windows Phone. Distribute custom-built third-party or web apps privately and over-the-air in just minutes. Scale to thousands of users. Whether you plan to test your app on a group of employees or deploy an app to your whole organization, Appaloosa-Store grows with you. Create and manage multiple stores to better target specific employee roles. Safe and secure deployment Integrate your App Store authentication with LDAP or Google SSO. Prevent data loss with our App Kill Switch without taking over control of the user’s device.
Summary: There is a myth that signing up with a master distributor like Ingram Micro of Tech Data for European sales channel distribution is sufficient to generate massive revenues. The fact is, especially in Europe, master distributers are in the logistics business and not in the sales business. Getting signed by a master distributer essentially just gives your product a SKU number in their database and a list of e-mail addresses to their resellers.
The burden is still upon your company to sell your product through. Your company needs to develop and enable distributors on a per country basis, using in-country or regional sales people who meet with them face-to-face and drive the revenue. By ‘enabling’ we mean: you need to create and implement multi-national marketing programs; train their sales people and resellers; train their technical people; join resellers on visits to retailers; etc. You also need to negotiate terms like discounts, RMA, stock, and importing & warehousing (distributors typically want to pick up from a warehouse in Europe, not from Asia).
And you need to repeat all of that for each country. That’s why companies hire SFE for channel sales.
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In Europe, wholesale distributors such as Ingram Micro and Tech Data are managed on a per country basis and make decisions locally. While companies the size of Cisco or Barracuda might have some clout with their distributors, the distributors don’t have the economies of scale to invest in sales efforts for smaller brands that won’t immediately bring them millions in revenue per country. So a distributor may sign you on, but they do little or no work to create demand and push your products out to their resellers and retailers, and they offer no demand creation among end users or business clients. Your company must do all of this work.
Your company needs develop and enable your distributors on a per country basis, using in-country or regional sales people who meet with them face-to-face and drive the revenue. Among the things your company will need to do on your own: you need to create and implement multi-national marketing programs; train their sales people and resellers; train their technical people; join resellers on visits to retailers; etc. You also need to negotiate terms like discounts, RMA, stock, and importing & warehousing (distributors typically want to pick up from a warehouse in Europe, not from Asia).
Resellers (for enterprise software) and retailers (for consumer products) require similar hand holding. Enterprise products are complex, and resellers need to be trained on how your technology works and how to recognize appropriate sales opportunities for it. For consumer products, retailers must be engaged on a per country basis and many even make buying decisions on a per store basis — in some cases working store-by-store to sign retailers across the country. With retailers, enabling means training their on-floor sales staff and their technical support staff, providing localized marketing materials (or online content), making sure that products are appropriately displayed, and managing prices to ensure there is margin for two-tier distribution — especially when retailers are also selling on e-commerce sales like Amazon.
Because the master distributors put the burden of selling onto companies, a cottage industry of ‘specialized distributors’ has sprung up to fill the need. Be careful, however, if a specialized distributor asks for exclusivity and then promises European-wide coverage: usually they don’t have the muscle or investment to develop the entire European market for you, and often their strategy for exclusivity is to keep your product out of the master distributors entirely (and you still need them).
All of the above are the reasons why companies like EyeFi, Nexvap and Tellabs hire Sales Force Europe to drive channel sales and distribution in Europe. We work hand-in-hand with the master distributors managing them at the local level and proactively selling your product or technology through the channel and into our enterprise procurement networks and retail store buyers. Our sales professionals are located in 50 local markets and have relationships with 5000+ distributors, resellers, VARs and retailers. We are meeting our channel contacts every week to proactively sell your company and your product through the distribution system. Give us a call and let us help you.