We caught up with exhibitor Synaxon, ahead of the event on Wednesday May 21st

PCR Boot Camp 2014 Partner spotlight: Synaxon

We caught up with Derek Jones, MD of Synaxon UK, ahead of PCR Boot Camp to ask him what we can expect from firm on Wednesday May 21st.

The expo and conference, held at the Brewery in London, is free to attend for retailers and resellers – to secure your place register here today.

The full conference line up has now be confirmed – check it out here.

What do you see being the biggest challenge facing PC retailers at the moment?

Inertia – it seems to me that a lot of independents need to do more to fight back and level the playing field against the chains and the supermarkets. They need to work together more, make use of their combined strengths and communicate their value proposition more effectively.

In your opinion, what’s the most important thing for retailers and resellers to bear in mind when dealing with customers?

Never take it for granted. Always be grateful for their time, their attention and their business

What gadget can’t you live without?

Obviously, my mobile phone; I wouldn’t be able to function without it. 

What do you think will be the next big thing in tech?

Wearable tech is gathering momentum and is going to be massive, this along with 3D printing are the two big tech opportunities for the channel.

If you could wave a magic wand, what would you change about the channel?

The need that most (not all) vendors seem to have to constantly justify every single penny of channel investment by measuring the impact on sales-out. The channel can help you build loyalty and brand awareness – but vendors need to invest in building partnerships without expecting instant huge returns for a tiny investment. 

What is your proudest moment as a company?

I have been fortunate to have worked for 30 years in the channel and so obviously I have had many very proud moments. No single moment stands out, but frankly, it is true to say that I’m immensely proud when partner members or key vendors tell me how they have benefitted significantly from being part of Synaxon, it’s a big shot in the arm – for me and all the Synaxon team.

Many of the independent comments in the monthly PCR article ‘Synaxon Member Profile’ are fantastically pleasing for the Synaxon team and really make the job worthwhile.

What products and services will you be promoting at Boot Camp this year?

Along with the many Synaxon partnership benefits on offer we will be showing our new iTrends marketing – 40 page personalised IT catalogue, coupled with twice per month personalized e-marketing – a unique full marketing solution for resellers. And the newly launched SynMarket trading platform that allows members to sell their own products and services trade 2 trade over EGIS .

What distinguishes you from your competitors?

Synaxon is not just a dealer group – it’s a community and a set or resources and tools that enable independent retailers & resellers to compete more effectively and draw on the collective encouragement and support that exists within the Synaxon community.

What are you key brands/lines you carry?

They are all key in their own way – the best known I guess are Cisco, Microsoft, APC and Lenovo in terms of vendors and Ingram Micro, Entatech and Westcoast in terms of distribution agreements.

What are you most looking forward to at PCR Boot Camp?

Seeing some old friends again – some of whom I won’t have seen for the last 12 months. The Synaxon business is all about people and meeting with the channel. 

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