Lake Country Office Solutions has set a benchmark for Value Added Resellers (VARs) at NEWT, consistently closing three to four deals per month. This notable performance stands as a testament to their intentional approach of integrating NEWT’s products and services into their business strategy. In a conversation with Tricia, our Director of Sales and Partnerships here at NEWT, Adam Borutski, President of Lake Country Office Solutions, shared insights on how their business has succeeded in reselling NEWT, offering invaluable advice for other VARs looking to replicate this success.

Make Telecom a Central Part of Your Strategy

Many VARs start with enthusiasm but often see their engagement with NEWT’s offerings taper off over time. Adam explained that at Lake Country OS, they made the decision early on to incorporate telecom as a core business line, rather than simply a secondary option. They created a division, assigned people to it, and built a strategy around it. This dedicated approach allowed them to consistently generate business and integrate NEWT’s telecom services into their clients’ broader needs.

Build Long-Term Relationships, Not Just Sales

Lake Country Office Solutions’ success isn’t just about selling NEWT products—it’s about building trust. Being a local business, Lake Country OS is deeply embedded in the community, and that personal connection helps drive repeat business and loyalty. “We see our clients at the grocery store,” Adam explained, so rather than a “sell and move on” strategy, they focus on long-term relationships, supporting their clients throughout the lifecycle of the products they sell.

This relationship-first approach has proven to be a key differentiator. “We’re not just selling the product, we’re selling ourselves,” Adam said. By offering continuous support and being available to answer questions, the Lake Country OS team has created a reputation for reliability, which encourages clients to stay with them long term—and eventually upgrade to newer solutions when the time comes.

Lake Country’s notable success in reselling NEWT products is a direct result of knowing their products and providing superior service to their customers.

Embrace Continuous Learning and Product Feedback

Adam highlighted the importance of knowing the product inside and out. “We’ve learned through experience and constant improvement of the product,” he shared. “We lead with quoting a solution and try to avoid the assumption that the client has adequate internet and internal networks for adopting a new voice solution. Instead, we take a holistic approach and quote what an ideal solution would look like for the internal layout and external service offerings for each specific area. This gives the solution a better chance for both initial and long-term success and avoids finger-pointing scenarios that only serve to frustrate clients.”

The consistency of the Lake Country OS team—many of whom have been with the company for over 14 years—has been crucial in maintaining their deep product knowledge. Additionally, they engage directly with NEWT’s product team, offering feedback and suggestions. “We feel like we have a voice,” Adam explained, and this close collaboration allows them to address customer concerns with confidence, knowing that NEWT is open to making improvements based on real-world feedback.

Provide Comprehensive Support

Adam strongly believes that VARs should offer hands-on support, rather than relying entirely on NEWT’s customer support teams. “Support the products you sell,” is his advice to other VARs. By managing their own customer relationships and providing ongoing support, Lake Country OS can maintain control over the quality of service their customers receive. This approach also opens the door to upselling opportunities, as satisfied customers are more likely to upgrade their services over time.

Lake Country OS even offers tiered support packages, providing remote programming changes for the first few months after installation plus ongoing support for equipment/network maintenance and upgrades, including network cabling. This not only enhances the customer experience but also allows the company to monetize their support services while ensuring a high level of client satisfaction.

Leverage Cross-Selling Opportunities

Lake Country OS has a diversified business, offering several related services, including office furniture, office equipment, managed IT services, and security cameras & alarm systems. This diversity has allowed them to cross-sell NEWT services to their existing client base. Adam says it helps that the integration of NEWT’s telecom products into their other offerings is seamless and holds many advantages over other market offerings.

“NEWT has always been our Option A for voice services, and now with a platform diversity amongst the offerings (having both Hybrid Prem, and now also a fully cloud-based solution) they are often our Option A and Option B,” Adam said.

For VARs considering adding NEWT services to their portfolio, Adam’s advice is clear: it’s an easy transition. Whether you start with a phone system or another service like internet, the natural crossover between telecom and IT solutions can lead to increased sales and stronger relationships with customers.

Consider Sub-Agency Relationships for New VARs

For new VARs just starting, Adam recommends they “go through someone who’s an established VAR and start as a sub-agent.” This strategy allows new VARs to learn from more experienced partners, reduces their upfront risk, and gives them an opportunity to better understand the telecom industry before fully committing to building their own division.

Final Tips

The success of Lake Country Office Solutions shows that reselling NEWT’s products and services can be a highly profitable business line if approached with intention, long-term thinking, and a focus on customer support. By building relationships based on trust, and offering comprehensive support, Lake Country OS has built a sustainable and successful business.

For other VARs, or really any salesperson looking to replicate Lake Country OS’s success in their industry, the key takeaways are clear: be hands-on, invest in your team’s knowledge, and focus on long-term client satisfaction. As Adam says, “Support what you sell, and your business will thrive.”