For channel partners and suppliers that make a living selling primarily “voice and data,” the customer’s demarcation point often represents the end of the line. All too often, service providers believe their value ends where the wide area network (WAN) terminates at the main point of entry (MPOE). As a result, partners often miss out on the opportunity to make money on a wide array of local area network (LAN) services and devices. “When the consultant steps back to a higher perspective, looking down on the entire enterprise, it’s worth considering who is providing all of the fiber/ethernet cabling beyond the demarc,” said Drew Allgeier, vice president of business development at Starken Technologies. “And what else needs to be installed inside the building after the WAN is terminated at the MPOE?” The answer, as might be expected, is quite a lot, from fiber trenching and cable extension to cabinets and panels to routers and access points to cameras, printers and paging systems to lighting and charging stations, plus more. Starken Technologies offers a type of one-stop shop where channel partners can get a myriad of LAN infrastructure elements procured, delivered, managed, installed and billed and then make a commission on the deal. It is arguably the only LAN infrastructure project management company with a formal channel program and deep personal experience in the voice and data channel. What’s more, in November, Starken Technologies will launch its new Firebrand Supply program to the channel at CvXEXPO24 in Scottsdale. Following the launch, partners will be able to earn commissions on the sale of LAN materials. Starken offers a 100 percent lifetime workmanship guarantee and 25-year material warranty with no term contracts or usage minimums. And Starken “carries the sale” so that technology advisors only need to make an email introduction. Starken will handle all aspects of the sale, making the process completely seamless. In short, Starken opens a world of possibilities for TAs to “accessorize the access sale” and expand deeper into customer environments, thereby adding ARPU and stickiness to accounts. And according to Allgeier, these sales are often low-hanging fruit for partners. It’s just a matter of starting conversations and having a partner that can step in and do the job. “At a minimum, it’s always prudent to ask a client if they have need for site surveys, whether for an IT asset inventory or upcoming IT refresh project,” explained Allgeier. “A site survey inevitably leads to a project as well as ongoing break-fix support or ‘dispatch’ services.” The most successful consultants, advised Allgeier, take a wholistic view of the various components that must be managed by the IT department and then find ways to offload or consolidate various technology disciplines to supplier partners that handle mundane yet critical infrastructure support facets, alleviating burden from the IT team overall. Allgeier gave an example of a Telarus partner selling voice and WAN services into a 300-plus location senior living operator. During the initial sales call, the CTO mentioned the need for an IT asset inventory, or someone to go to each site, do a site survey and let him know what he had. On a discovery call with the client, partner and Starken, the CTO mentioned additional priorities including a camera refresh project, upgrading access controls, installing new low-voltage cabling across multiple locations, and much more. “That was on the very first call,” Allgeier said. “The CTO was thrilled that he could consolidate suppliers and get multiple technology disciplines under one roof.” When all was said and done, accessorizing the access sale ended up increasing the top line of the WAN deal by roughly $750,000 to $900,000, Allgeier continued, and increased margin for the channel partner well beyond any expectations. “What starts as a WAN can easily become three to five different projects,” Allgeier said. “It’s amazing how much opportunity is out there when partners ask the right questions,” Certainly, as Allgeier quipped, LAN infrastructure isn’t sexy; it never makes the evening news. But without it, the doors do not open for business. And for partners, adding revenue to an access sale can be as simple as asking what else is hanging on the LAN. o Dollars Beyond the D-Marc By Gerald Baldino Starken Technologies empowers partners to accessorize access and increase ARPU CORE COMMUNICATIONS 62 CHANNELVISION | SEPTEMBER - OCTOBER 2024
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