Half of End Users Mis-sold Storage, warns Zycko

§ 47.5 percent of end users feel that they have been mis-sold storage in the past § 22.5 percent of end users regret being 'locked-in to one vendor § Lack of knowledge prevents storage problems being solved quickly and easily

(PRWEB) November 1, 2003 --Almost half of end users feel that they have been mis-sold storage in the past according to recent figures taken from storage industry website www.networkingstorage.com. A further quarter of respondents regret being locked into one vendor instead of having an open system. Such trends must be addressed sooner rather than later if distributors and vendors are to be in a position to solve their customers storage problems and prevent them becoming disappointed and disillusioned with the data storage market, warns leading networking storage distributor, Zycko.

Mark Crocker, Marketing Director at Zycko, explains: Traditional VARS can find it difficult to adjust to selling networked storage solutions. It requires a profound knowledge of the business issues and a large change of mindset; selling networked storage is less selling a technology product than selling a business solution. The current lack of understanding is highlighted by these figures and comes as no surprise to Zycko, confirming as it does, research we carried out earlier this year."

Zycko believes the confusion regarding the issues and drivers for adopting networked storage solutions is further compounded by a lack of understanding of a companys needs on the part of the end user.

Crocker continues: Trying to sell networked storage to end users who dont understand the need for it and often have little or no budget set aside for it, means that resellers are forced to adopt more of a 'business analyst role, assessing and explaining business risk and requirements and providing the total solution the their problems. This approach can seem like an uphill struggle for vendors but it also presents an enormous opportunity."

A major element of this problem according to Zycko is that until now, few distributors have been in a position to boast an in-depth knowledge of networked storage solutions and willingness to pass that knowledge on to others. This is a situation that has left many traditional resellers 'sitting on the fence and missing out on millions.

Says Crocker: Training and education facilities can persuade resellers down from the fence and into a greater understanding, bringing with them a revenue potential that could, for once, live up to the hype. Until now however, there has been enormous under investment in educating the channel about this 'bigger picture approach."

He continues: At Zycko we think that the responsibility for this underinvestment in education and training lies with distributors, not the resellers who work with them. Unless distributors change their approach, they can hardly expect the channel to step up to the mark and look at adapting theirs."

Zycko has repeatedly this year demonstrated concern regarding the lack of knowledge in the networked storage arena and recently established a training service with the intention of addressing the problem.

Crocker explains: In order to get our channel doing what it does best, that is, generating leads and selling, it is up to us to provide the education and training necessary. Once graduated from our training courses, we want resellers to be in a position not just to sell more, but to sell wisely, educating the end user about the business solutions networked storage can offer them. Not only will this allow traditional resellers to compete effectively for customer retention and gain incremental revenue from this rapidly growing market, but it will also help to address the developing trend of end users being misled and disappointed by vendors.
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