Companies looking to purchase technology solutions have three avenues for doing so:
- Directly from the Manufacturer/Vendor like Cisco, Avaya, Ring Central, Rapid Scale, etc. However, manufacturers/vendors sometimes require that customers buy through a third party, like a VAR.
- From a Value Added Reseller (VAR)/Partner like C1, New Era, Intlx, Gage, Razor, etc. These VARs typically have close, long-term relationships with the customers and they're not usually selling just one product. Customers often benefit from the VAR relationship because they may not always have the internal capacity to procure/implement/manage new tech solutions so they lean on the VAR to do this for them.
- From Aura's perspective, these VARs are Direct or Strategic Partners. In this model, the VARs resell Aura at an upcharge and on their paper.
- From Aura's perspective, these VARs are Direct or Strategic Partners. In this model, the VARs resell Aura at an upcharge and on their paper.
- From the "Channel" (business process outsourcing/consultants): This third avenue is the one that has most increased in the last few years. These channel BPOs typically help companies manage other business functions like HR and payroll and can also dabble in sourcing technology solutions for a customer. Similarly, consultants can play the role of assessing/procuring new technologies for customers.
- From Aura's perspective, these are Avant or Channel partners. In this model, we sell directly to the customer but the Partner/Consultant/BPO and the TSD take a cut as well.
- Aura is with Avant because of Avaya. It is hard to get approved and on the Vendor List for TSD's. They try to ensure there are not too many of the same vendors, so they want some differentiation. Our Strength and Differentiator is, Diamond Avaya Partner + Pro Services and Avaya/MS Teams Voice Integration.
- From Aura's perspective, these are Avant or Channel partners. In this model, we sell directly to the customer but the Partner/Consultant/BPO and the TSD take a cut as well.
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- The customer will go to Trusted Advisor(TA)/Partner who they have a relationship with. That TA acts as a "consultant" and determines which vendor/products to price for the customer's needs. (I.e. That TA may quote Aura, Ring Central and 8x8 for comparison) [NOTE: the TAs/Partners can be a part of multiple TSDs - many are signed up with Avant, Telarus, and Intelisys, etc].
