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Reseller advising customers on software licences have urged to be transparent with the costs or face the prospect of finding a rival delivering a more reasonable solution.
With licensing remaining a confusing business the temptation for a reseller to stack the chips in their favour when it comes to negotiating with a customer are tempting but could ultimately lead to lost business.
Matt Fisher, sales and marketing director at License Dashboard, said that in the long run greater transparency would strengthen the relationship between VAR and customer and make it harder for a rival reseller to come in and steal the deal.
"The channel are going to have to become more transparent about it because of the greater competition. Some of the Microsoft enterprise accounts can be worth a lot of money and there will be some partners that use license revenues to drive the engagement with the customer," he said.
He warned that those resellers "that don't put the customer first" will find the competition heating up and could find themselves losing contracts unless they went through the costs with their clients using proper systems that could be followed easily.