RAM | Reseller Advocate Magazine: Issue 45

By Chris Angelini

Think about your last few network deployments for just a minute. Did you at any point find yourself driving to CompUSA to grab an extra wireless SOHO router or to Best Buy for an inexpensive print server? Were you allowed the opportunity to visit the work site and properly audit the customer's existing network configuration, taking stock of potential bottlenecks and recommending effective solutions? Are you now able to access those components remotely from outside the network to make configuration changes and remotely monitor traffic? If not, perhaps it is time to change the way you think about network technology.

"It used to be that large enterprises would adopt the latest IT technology to retain some of the mobility enjoyed by SMBs," says Peter Alexander, vice president of commercial marketing for Cisco. "Now you have SMBs employing some of that same enterprise-level equipment in order to enable similar scalability, flexibility, and manageability." Fortunately, this is good news for the reseller.

As some of our RAM staffers have pointed out during the past month, nobody wants to pay hundreds of dollars for a network infrastructure comprised of $60 SOHO routers and switches. Introducing higher-end components is a great way to not only enable greater functionality, but to also contribute to your own bottom line.

Making the Case

It's easy to draw parallels between enterprise hardware and expanses of rack-mount servers. But that's not the level of equipment we're talking about here. We asked Cisco's Peter Alexander if there is a business environment too small to fully benefit from a Cisco infrastructure.

"Many vendors are leveraging their high-end technologies and adding value for the SMB in scaled-down products," he said. "It isn't about the size of the office; it's more about how the business uses IT. In law firms and doctor's offices, ready access to data is an imperative. HIPAA compliance makes security an unavoidable priority in the healthcare field and a properly implemented Cisco network helps address that issue."

Another benefit to selling hardware with enterprise technology is a total solution mentality. Buying inexpensive SOHO equipment to enable wireless functionality or simple switching duties may address one issue at a time, but it fails to expand your customer's overall network architecture. Alexander emphasizes Cisco's ability to enable many families of products from which you can pick and choose, in turn trusting your business to one of the most established names out there.

But what's the value to your customer? After all, if they're paying three times as much for a wireless access point, surely there must be some tangible return in performance or features, right? There are, in fact, a number of business-oriented benefits, the most significant of which is management, according to Peter Alexander. A majority of off-the-shelf equipment is set up through a simplistic Web-based interface. Because that configuration routine is local to the device, however, access is only really possible on-location. The Cisco arrangement centralizes management to the network itself, which can be tapped from outside.

"There's a standard Web-based interface," says Alexander, "in addition to an expert interface for access to Cisco's IOS (Internetwork Operating System) that enables highly customized integrations at the hands of trained technicians."

Smell another opportunity for revenue? So do we.

A Crash Course

If you're still having a hard time understanding the value proposition here, Cisco has compiled a library of educational documentation that ties together the benefits of a well-oiled network infrastructure (from www.cisco.com, click Small and Medium Business, then Networking Basics on the left-hand pane).

High-Class Switching
Cisco’s Catalyst 2950-series switches, now available through D&H, enables security filtering and rate limiting in addition to Gigabit line speeds.

The coursework starts with the basics of Internet usage, addressing competitive advantages of e-mail, servers, and broadband connectivity. More advanced topics include Web-based videoconferencing, Internet-based accounting, CRM, and network TCO. Cisco is a prominent enabler of VoIP technology and, of course, that gets its fair share of coverage, as well. Security is big business nowadays, so there are several whitepapers devoted to introducing the fundamentals of security, acquainting you with firewall products, and exploring wireless vulnerabilities. Even the legal implications of secured networking receive airtime. You can learn about quality of service, routing, data storage, WAN technologies, and remote access through the site. It's all very valuable information presented in an easy to read format.

As the topics progress, you'll find a common thread throughout: Each and every networking fundamental—established or emerging—has a complementary Cisco product to help VARs better address customer needs. Once you understand how each component works in the context of an entire network, it's much easier to appreciate enterprise-level vendors eager to enable that powerful technology in a package better geared to the SMB environment.

Getting Elbow-Deep

As you move up the food chain of networking equipment, installations require an increasing effort through planning and procurement. Naturally, you won't be able to drive down to Office Depot and pick up a spindle of CDs and truckload of VoIP (Voice over IP) telephony hardware. That's why Cisco offers an Internet-based small business network designer (www.ciscoretail.com/sbnd/index.html). Intended for businesses with less than 20 client machines, the configuration tool will diagram a suggested topography, create a shopping list, and provide related installation documentation. A solution designer tool helps larger entities with the same design process.

Broadband Security:
The PIX 501 security appliance is great for securing VPN and broadband Internet connections.

With planning well under way, purchasing becomes an issue. Fortunately for resellers with established distributor relationships, Cisco hardware is already readily available. Ingram Micro, for example, is an authorized distributor. Cisco also recently inked a deal with D&H that specifically targets the VAR community.

"Resellers are constantly bombarded with info," says Michael Schwab, vice president of purchasing for D&H. "The value in our partnership is that now D&H can act as filter, providing an outside sales team with direct reseller communication and marketing information to help generate new strategies. D&H won't be offering Cisco's entire lineup, though. We've chosen the products best aligned to SMB priorities."

The list contains about 29 items, including wireless access points, omni-directional antennas to address range issues, security appliances, switches (all the way up to 48 ports), and Gigabit fiber interface converters. As reseller needs change, so too will D&H's product list adapt.

"Growth at the enterprise level has slowed substantially," according to John DiLullo, vice president of Cisco worldwide distribution. "SMBs, on the other hand, are adopting technology at a much faster rate. D&H representatives are trained to talk about Cisco products and will be able to help resellers choose hardware that best suits their application."

Getting the Name Out

With the understanding that high-end networking equipment requires an elevated degree of expertise to properly implement, Cisco has set up four types of reseller relationships to better enable value-added service, technical expertise, and customer satisfaction. (For information on becoming a partner, visit www.cisco.com and click on the Partners and Resellers link).

The base level is Cisco's Registered Partner program, which establishes a rudimentary association with the Cisco brand and helps get you tools and training. The requirements are minimal, though benefits are fairly limited, as well. The Specialized Partner program adds better access to products and training opportunities, along with technical recognition from Cisco. By specializing in technology, services, or global commerce, you differentiate from competing resellers and better familiarize yourself with core competencies necessary to break into new markets. Qualifying is free, but you must earn what Cisco calls specialization points by having Career Certified employees perform certain job roles that count toward the desired Specialization.

Wireless Security
Although Cisco’s Aironet 1100 access point is limited to 802.11b speeds, it sports the Wireless Security Suite for use in sensitive environments.

There are three classifications within the next highest level, Cisco's Certified Partner program. While benefits start including incremental discounts, lead opportunities, expertise programs, and Cisco branding, requirements are much more stringent. You'll need a number of individuals on staff with Cisco certifications, support requirements that may require up to $100,000 worth of lab equipment per annum, and verified customer satisfaction.

The most attractive program for VARs, however, is the SMB Select accreditation. Qualification involves the basic Registered Partner requirements, one employee with Sales Associate training or better, and at least $100,000 of annual sales in Cisco hardware, software, or service. Additionally, 50% of those sales must be to customers with 50 to 200 employees. Benefits include sales support, extended payment terms up to $250,000 and 60 days, pre-sales assistance, a security policy builder, training, e-leads, customizable collateral, channel incentive programs, and special identification.

For many organizations, attaining the necessary sales levels to achieve SMB Select status may be prohibitive. In such a case, standard Registered Partner certification seems like the best way to ally with Cisco's powerful brand without the scrutiny of maintaining Cisco Career Certified employees and hitting consistent sales figures. Especially for resellers just now transitioning to a more advanced plateau of networking experience, a basic affiliation is perhaps favorable.

Up to Speed

Even if you don't pursue advanced partner programs immediately, it's still a good idea to get trained. And while you can spend years pursuing top certifications, VARs with limited resources for education may prefer self-study courses. They naturally require the discipline to self-start, but are inherently more convenient logistically and financially. The Cisco Press Web site (www.ciscopress.com) sells books that correspond to certification programs, network technology, network business concepts, and introductory tutorials.

Other technology publishers offer complementary texts. O'Reily's "Cisco IOS in a Nutshell", for instance, is written to better orient you with the wild and wooly world of Cisco commands—invaluable when it comes to heavy customization. Simpler examples include "Cisco Cookbook: Tackling Cisco Router Problems One Recipe at a Time". You'll find that such unofficial texts are much more reasonably priced than those at Cisco's own bookstore and often times much more entertaining.

IP Telephony
By designing entire networking, you can enable exciting new features, such as Cisco’s Wireless IP phone, which cuts down on traditional communications costs.

The Cisco Learning Connection, a free pilot program until January, 2006, is available for online training. It helps educate you and your staff on products and technologies through an accelerated curriculum and complete online access. It tracks the progress of each student and provides learning maps to plan an entire curriculum. You must be registered through Cisco to log onto the site, but doing so is free. Take advantage of this resource as quickly as possible; once the pilot ends, subscribing to the Learning Connection may cost up to $499 per person.

Once you've trained sufficiently, it's possible to pursue an official Cisco title by getting certified. Certification exams themselves are proctored, timed, and last up to two hours. Except for the highest-level CCIE (Internetwork Expert), all of the exams are administered online at an authorized testing center. Costs range from $65 to $300 depending on the certification you're seeking.

Navigating the Waters

The concept of enterprise-level technology in the SMB market isn't a new one.

"Cisco has already been here for years," says Peter Alexander. "We're focusing on broadened support, though. Getting the message to SMBs means appealing to VARs, hence the expanded distribution and comprehensive partner programs."

By stepping up from SOHO equipment to enterprise technology packaged for the SMB, you not only multiply opportunities for recurring service-based revenue but you also open doors to customers thinking about solutions rather than individual products. Addressing security, IP telephony, wireless connectivity, and remote access on a network level with customizable, interoperable components is holistically more economical than building the infrastructure piecemeal. Do your customers a favor by researching the benefits for yourself and weighing the financial tradeoffs against the newfound degrees of service you'll be able to offer.