Authored by guest blogger Paul Miller, Founder | Windmill Computing


In the 10+ years since Windmill Computing became a distributor for RF IDeas, we've formed a long-standing relationship with the RFID community. We've learned a few tips on what it takes to be a successful reseller.

Before we dive into the questions, for those not familiar with Windmill Computing and our relationship with RF IDeas, at Windmill Computing, we view ourselves as specialists in the ID Card systems space with more than 20 years of experience. We actually started in plastic ID card creation, which, as technology goes, naturally transitioned into the RFID space. We're based in Cranleigh, which is about 25 miles south of London where we specialize in delivering inline personalization for plastic cards as well as RFID cards.

Fast forward to our relationship with RF IDeas, about 10 years ago, one of our clients was looking to imprint an HIDTM iCLASSTM card. The client wasn’t interested in security and applications, they literally just wanted an ID number and wanted us to program it. We got stuck on a few questions with the request and called RF IDeas for help. After a short talk with the Senior Leadership team at RF IDeas, we realized there was no RF IDeas distributor in the U.K. The rest is history.

So, I'd like to share a few insights we have for an RFID reseller:

What are the key opportunities for resellers to stand apart?

The strong part of our offering is our technical presale services. At Windmill Computing, we are a true value-added distributor in that we don't simply ship you a product and say, "Good luck!" I think when people think of distribution it's easy to think of a box shipper or margin maker who doesn’t have a clue what's in the box. We certainly are not like that. If you think of the number of cards that RF IDeas supports, some of them are straight forward, but most are tailored to the unique users' needs. We take in a card, analyze it (if it can't be done using a card reader) and recommend which reader and options there are to support that technology.

In other words, we view the hands-on presale approach and value-add as the biggest opportunity for our resellers to stand apart in the marketplace. What's more, in the ever-evolving world of regulatory issues, such as Government Data Protection Regulation (GDPR) for Europe, we help our clients stay abridged on the regulations they must adhere to. These services help resellers stand apart from the aforementioned "box shippers" or "margin makers."

What makes resellers successful in the market?

Understanding the product. It sounds so simple, but it's one of the biggest assets our company holds. We are built up of a team of engineers. We know how these products work. Take an RF IDeas reader, for example. There are multiple documents that include information on the connection options, colors, sizes, etc. – it doesn't take long for these options to exponentially multiple into information/choices that could be daunting to an uneducated purchaser. What's more, while it's easy to make many of these seemingly simple choices, without embracing all the technology the card reader has to offer, you easily can miss out on some of the great functionality it brings – functionality that might be the difference between making a sale and not.

What's one sales strategy you'd like to see adapted more in the market?

I think product demonstrations are widely underutilized in the reseller space. Sometimes it’s as simple as offering a training seminar (which takes us back to the previous point – know the product, and educate your market on it). Other times, it’s an innovative sales pitch that involves shipping a product demonstration kit. We've found that when people get their hands on these products and see how simple they can make their lives, it's hard to say no. As with nearly any technology, the ability to explain its applications over the phone can be difficult. But show a potential client how, for example, an RF IDeas reader simply integrates into their existing MFP fleet, and they'll quickly realize how easy a secure print solution can be.

At the end of the day, knowledge is king. Understanding industry needs and translating that knowledge into useful buys for clients is a valuable service – and one that makes resellers simply invaluable.


Learn more about Windmill Computing here:

View RF IDeas' complete list of resellers here: /partners/find-reseller