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DEALER PROGRAMS upgrades, etc." Brivo Systems, a provider of cloud- based access control solutions, is a recent entrant into the dealer program fray. Its focus is on helping its members develop new streams of recurring rev- enue and achieve long-term growth. Once becoming an authorized dealer, participants qualify for one of the three levels (Blue, Gold or Silver) based on purchases, certifi cation, training, market development plans, product demonstra- tion capabilities and other criteria. A list of program benefi ts is lengthy, but the two that generate the most interest are the lead sharing with the most committed Brivo Blue Dealers and the market development funds allocated for dealers' use in growing the market, explains Brivo Director of Sales Operations Lee Odess. "We understand the costs associated in growing their business, and our assistance in defraying those costs shows our fi rm commitment to our dealers. " IP SPECIALISTS NEED APPLY Of course, manufacturers that make most of their hay selling to market niches that require integrated, networked solu- tions are going to need VARs that can successfully provide to the end user. It comes as no surprise, therefore, many channel programs in this arena set strin- gent benchmarks for participation. Let's take a look at some of the criteria IT-cen- tric manufacturers are expecting of their dealer/integrator channel partners. At DVTel, a provider of intelligent security solutions, partners in its value- added reseller program are expected to have strong IT and networking skills, as well as being comfortable in confi gur- ing and programming video manage- ment systems. "IT skills are a critical component of a VAR's success in today's market, and more and more emphasis is being placed on the value of a team's overall ability to manage IP-focused installa- tions, " says Paul Smith, DVTel's vice president of marketing. DVTel resellers are required to send technicians to certifi cation training and continue to maintain qualifi ed staff Annually, Brivo Systems recognizes members of its independent dealer program that demon- strate outstanding revenue leadership throughout the year. Randy Nagy (left) of Bedford Heights, Ohio-based Bass Security accepts the 2011 Brivo Winners Circle Award, which was presented to his company at ISC West by John Szczygiel, Brivo's executive vice president. to promote, sell and support its video management software, IP cameras and video analytics. "VARs must also provide warranty services to their customers and purchase demo equipment for sales staff and customer showrooms, " Smith says. T e proliferation of IT/IP across the entire industry landscape is, naturally, infl uencing more than manufacturers. In 2009, Diebold extended its corporate boundaries as a propriety monitoring provider to launch an advanced dealer program for independent installers and integrators. Similar to vendors looking to attract skilled, forward-thinking VARs, Diebold wants partners that are at- tracted to reselling the company's video monitoring, managed access control and energy management capabilities, among other advanced monitoring services. "We are looking for somebody that is IP savvy; somebody who understands the value of the services model vs. a product or hardware model," says Jacky Grimm, Diebold's vice president of security solutions. "We want someone with the skills to understand IP surveil- lance and managed access control — the cloud-computing model that everybody is talking about. " Accomplishing a successful dealer program partnership is a two-way street. Just as dealers and integrators 58 / SECURITYSALES.COM / OCTOBER 2012 Rodney Bosch is Managing Editor for SECURITY SALES & INTEGRATION. He can be reached at (310) 533-2426 or rodney.bosch@securitysales.com. will need to do their homework, you can expect vendors and service providers — especially those operating advanced programs — will scrutinize potential members. In the case of Diebold's recruitment phase, representatives will travel to the prospective dealer company for an on- site visit. "When we walk into their build- ing and sit down with them, talk to their people, start to feel the culture of the company, you pick up on it pretty quick whether or not it's just talk or if they are really capable of doing it, " Grimm says. "We look at the capacity for a dealer to be able to do the work we are going to be asking them to do. " Similarly at Brivo, the company wants to see that its dealer members embrace new technology and are not satisfi ed with the status quo. T e ideal applicant is someone looking to grow and build value in their organization, explains Odess. "Meaning, they understand and are taking steps to set up their business to sell and support monthly services, not just chase jobs. Someone commit- ted to training; a company that under- stands how to go out and aggressively develop markets. "