Value-added reseller Bechtle Direct

VALUE-ADDED RESELLER

Leading European IT reseller and pioneer of e-commerce, Bechtle direct, has been at the forefront of the industry for decades. Emma-Jane Batey spoke to managing director of Bechtle direct in the Netherlands, Jean-Paul Bierens, to learn more about its 2020 vision for the future.

Apioneer of e-commerce, particularly in the IT products sector, Bechtle direct sells a vast range of products from wireless networks to monitors, and is dedicated to keeping its finger on the IT pulse. Part of the German Bechtle AG, Bechtle direct has offices in 13 countries across Europe and has a portfolio of more than 44,000 products.

Bechtle AG is a company with a unique business model, divided into system houses and IT e-commerce operations. There are more than 60 system houses, or system integrators, in Germany, Austria and Switzerland. Within the IT e-commerce operation, Bechtle has subsidiaries in 13 European countries and includes its three main e-commerce brands, ARP, Bechtle direct and Comsoft direct.

Jean-Paul Bierens is the managing director of Bechtle direct in the Netherlands, where four of the subsidiaries are located. He told Industry Europe, “We are one of the subsidiaries, and we each have our own management and profit and loss. We’re run as separate companies while still having the support and collective strength of the Group. This gives our customers the best possible situation as we are small enough to give a great service with products at a great price.”

Long-term relationships

At the two Bechtle direct sites in the Netherlands, both new business development and account managers are able to ensure that all customers and potential customers are well looked after. The company values long-term relationships and has a strong reputation for delivering products quickly, which is a key factor in its continued success.

The company is entirely focused on business-to-business customers, with companies with more than 50 IT workplaces being the core business target. As an IT reseller, Bechtle direct sells more than 44,000 products from around 300 different vendors. Mr Bierens continued, “We have a wide range of IT solutions available, with hardware, software and supplies. We don’t produce anything ourselves, but we source the products we sell very carefully so we can guarantee their quality and performance. As the boom in internet shopping has made people far more comfortable with buying even high value

items online, our business has gone from strength to strength, particularly as customers can research a product and then buy it online as we make it very easy for people to use us – we’re quick, reliable and good value, with a huge range of products to choose from.”

Maximising multi-channels

Bechtle direct uses several sales channels in order to reach its customers, with its multi-channel strategy including telephone sales, a 700-page catalogue which is sent out biannually, customer-focused mailings and its popular webshop. The webshop is the backbone of the Bechtle direct offer, particularly as the company was one of the first to really utilise this medium. Customers can order standard products on the site as well as the ‘e-procurement e-portal for customers, called bios®, or the Bechtle Information and Ordering System. bios® gives customers a range of added value services including order tracking, workflow support and purchasing statistics. Mr Bierens explained how bios® gives Bechtle

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direct more opportunities to connect with its customers through XML, EDI and other sales processes.

Bechtle direct employs around 1000 people across its European sites, with Mr Bierens clear that it is a ‘people business’. He said, “We don’t subscribe to the business development strategy that our sales people should be driving around from appointment to appointment. You can do maybe three appointments a day that way. We do the vast majority of our business development and sales contacts over the phone, where our sales people can make thirty active calls in a day. This gives us the strength to be there for our customers, to build the business, and stops anyone from wasting time – and it’s far more environmentally friendly!”

The sales strategy at Bechtle direct includes a commitment to giving good advice. As ‘trusted advisers to our customers’, the account directors work in combination with the informative bios® system to save customers money on buying IT products as much of the research process is automated. This makes it easy for wperformance, with the average saving at least 30 per cent, and a 60 per cent saving not uncommon on more unusual requests.

Bechtle direct will continue to see strong results in Europe as the company’s presence grows particularly in Central Europe. Having recently started a new subsidiary in the Czech Republic and planning another in Hungary, it expects to expand into non- European countries in the coming years. Mid and South America could be potential options. Characterised by its ‘Vision 2020’, Bechtle direct is looking to further develop its e-commerce activities beyond its current locations, particularly as the global potential of its webshop has yet to be exhausted. Mr Bierens concluded, “We are well-positioned to continue to be at the forefront of e-commerce in the IT reseller market, and our excellent reputation and long-term leading place in the market is the perfect referral for new customers.” n

Managing director Jean-Paul Bierens