If you’re in the market for cabling, networking equipment, audio-visual kit or accessories, chances are you are well acquainted with Linkqage.
As one of the unsung heroes of the IT channel, Linkqage has been quietly getting on with the job of distributing vital IT building blocks for the last 17 years – and it’s growing from strength to strength.
The distributor’s success begins with engaged management and a committed team, says director Ivan Blacher.
“We have a very low staff turnover and a great vibe in the office,” he says. “Everyone who works at Linkqage is part of the team. In fact, I’ve had people working with me for 25 years.
He adds: “We operate in a supportive environment and offer excellent products, which fosters pride in our work.”
The human element has been an integral part of the company’s culture since its inception 17 years ago, when Blacher decided to take the leap and set up Linkqage.
“Our ethos, right from the beginning, was that if I wouldn’t use a product myself, I certainly wouldn’t sell it to my customers. And that’s a commitment we have stuck to for 17 years as we have taken on dozens of agencies.”
Six months after setting up the company, Blacher’s brother joined the team, and is still one of Linkqage’sdirectors
Linkqage has grown steadily, today employing more than 200 people in six branch offices around the country – in Johannesburg, Cape Town, Durban, Port Elizabeth, Nelspruit and, the latest addition, Bloemfontein.
The distributor is also starting to make inroads into Zimbabwe, Zambia, Botswana, Namibia, and Angola.
And, with 3 500 registered resellers, it’s not surprising that the Linkqage name is starting to resonate throughout the channel.
Linkqage recognises that its mandate to resellers is to timeously provide them with the right stock. So all branches carry stock. “Cape Town and Johannesburg have the biggest warehouses,” Bacher explains. “Johannesburg feeds stock to Nelspruit, Durban and Bloemfontein, while Cape Town supplies Port Elizabeth.
New stock arrives daily, he adds, with containers arriving at the Cape Town warehouse, to make up the approximately thousands of line items that Linkqage offers its customers.
“But it’s not just about having the right products,” Blacher says. “People come to us for solutions, because they know they will get the right solution.
“We aim for repeat business, because that is the best business.”
Why partner with Linkqage?
With a reputation for excellence, and a growing list of brands to its name, resellers are keen to become part of the Linkqage family.
“We receive ongoing new dealer applications from resellers every day,” Blacher says. “But we don’t offer dealerships to just anyone: there is a form that needs to be completed and we then do a proper vetting of all applicants.
“We run a tight ship.”
But once resellers are signed up to the Linkqage network there are many benefits, he adds.
“We offer a number of value-adds, including accounts for qualifying resellers.”
Perhaps the biggest benefit of partnering with Linkqage is its stock-holding and the extent of its product line-up.
“We carry a full range of stock in the warehouse,” Blacher explains. “But sometimes it does happen that something is unavailable, in which case there is always an alternative among our thousands of line items.”
This doesn’t by any means suggest that a second choice would be an inferior one. “We don’t carry inferior products,” Blacher says. “We pride ourselves on carrying only good, better, and best brands.”
Happy vendors and end user customers are important to Linkqage, so the company ensures that its resellers are able to properly install and maintain the products it supplies.
For its house brand, Linkqnet, dealers have to go through proper installer training that includes both a practical and written exam. “And they have to pass these exams,” Blacher stresses.
Linkqage also facilitates Molex training, with qualified Molex installers seen as the gold standard in the industry.
This level of expertise is vital considering that Linkqnet offers a 31-year warranty, while Molex has a 25-year warranty on its properly-installed products.
“Yes, people do use their cable for 25 years,” Blacher says. “And, regardless, the hassle-free warranty gives them peace of mind.”
Peace of mind extends to understanding that sometimes resellers under-spec a job, or find they need additional kit during an installation. And quite often installations take place over weekends.
“We are not open on weekends, but once or twice a month, we get a call from a reseller who has run out of cable or parts on an installation.
“We understand: people run out. So we make sure someone is always available to come in and help out when it’s needed.
“When you are in the service industry, you have to work when customers are working, even if that’s over the weekend.”
The corollary is that sometimes resellers over-estimate how much cable they’ll need, so Linkqage allows them to return the unused portion
Value-add for resellers
Hassle-free is a good way to describe what it’s like working with Linkqage.
“It encompasses our business ethos, and how we do things,” says Blacher. “Reseller partners know they can walk in, order the product they want, go to the counter, and pick it up. It really is that easy and that hassle-free compared to the time and effort involved in working with many other distributors.”
Another big value-add is the quality of the products distributed by Linkqage.
“We are not in the business of selling inferior products,” Blacher stresses. “We strive on that hugely, and have largely been successful.
“In fact, I don’t even need to have a workshop, because we have so few failures.”
Many of the products have long warranties, so the rare failure is typically a straight swop-out.
“We’re all pushed for time: resellers don’t have time to bring products in, book it into a workshop, then wait for a test and repair.”
Other brands, like TP-Link have their own workshop in South Africa, and guarantee a fast turnaround for any issues.
“But 90% of the time, if a product comes back, it’s an operational error rather than a problem with the kit,” Blacher points out. “I really mean it when I say our products are all superior quality.”
The “good, better, best” credo governing Linkqage’s product line-up means that even the best-priced option is great quality, he adds.
And the distributor knows exactly how good their products are because they thoroughly test any new lines before offering them to customers.
“When we bring in new products, our goal is to ensure it’s better than the competition – in how it works, its packaging, and more. We take the products apart and thoroughly test them before we bring them to market.”
For its Linkqnet house brand, the company ensures it is only dealing with the top factories around the world. “We simply don’t work with fly-by-nights,” Blacher says.
“And we have been working with our manufacturers for some time. We don’t chop and change, so we have been able to build up great working relationships with our suppliers.
“We also visit them regularly to inspect the factories and to keep the relationships fresh.
“Because of this, we have longevity of product – so if you bought something from us 10 years ago, we can probably help you today with a similar product.”
Partner benefits
Linkqage doesn’t have a formal partner programme, but this doesn’t mean there are no benefits to working with the distributor.
“We have a rebate structure that offers additional percentages to partners reaching a particular turnover,” Blacher says. “We also have extended terms with some partners.”
The bottom line, he says, is that Linkqage cherishes a close working relationship with all its partners, and will do what it takes to maintain this.
“We want people to buy from Linkqage because they get a great buying experience,” Blacher says.
Showroom and demo centre
All Linkqage branches maintain showrooms where all the product lines are displayed and can be demonstrated.
Partners are encouraged to browse the showroom to see exactly what the distributor offers. And they can bring their customers along as well. “We don’t sell direct, so dealers are always welcome to bring their customers to see our products,” Blacher explains.
“We can also talk to customers and help them with our expertise and experience. Because we have been doing this for so long, we understand the problems that customers are trying to solve and can help in designing a solution.
“Plus, with over 7 000 SKUs, we have a deeper knowledge of all the solutions available than any reseller could have.
“At the end of the day, we are an integrated connectivity solutions company,” he adds.
Management team
Perhaps Linkqage’s biggest strength is its management team, Blacher points out.
“We have 19 managers countrywide. We are all very involved in day-to-day operations. All of us sit out on the floor with everyone else – there is none of this ivory tower nonsense.
“Plus, the entire management team is on a WhatsApp group that is open 24/7.”
Constant communication is vital, and the sales team of about 50 people is also on an internal messaging group.
“There are no secrets at Linkqage,” Blacher says. “This focus on communication means that everyone gets first-hand information about any new opportunities or products.”
Linkqage product offerings
Linkqage is an authorised distributor for 44 different brands.
“Importantly, we don’t cross-pollinate, so we have very few competing brands,” Blacher explains. “And they are all excellent brands, with longevity.”
Linkqnet
Linkqage’s house brand is Linkqnet, encompassing a full range of audio-visual equipment like brackets, HDMI, extenders and boardroom solutions, networking components including cables and cabinets, and accessories.
“This successful model has inspired many of our competitors to imitate us,” Blacher says.
Local manufacturing
Linkqage imports most of the line items it distributes, but some strategic products are actually manufactured here in South Africa by its sister company, CORDS.
CORDS sources and supplies a range of cable types from a distributed supplier base around the globe, and employs personnel with over 120 years of combined industry experience.
They have a particular strength in locating “hard-to-find” cable types. CORDS makes up retractile (coiled) cords, harness and loom assemblies, and offers wire and cable cutting, stripping, crimping, soldering, and finishing services.
BPS | Business Power Systems
BPS | Business Power Systems has a footprint across the country, including Cape Town, Johannesburg, Durban, Nelspruit, and Port Elizabeth.
The company specialises in crafting bespoke power solutions right here in South Africa. It caters to a diverse range of needs, from homes and offices to boardrooms and kitchens, essentially any space requiring tailored power fittings.
The BPS | Business Power Systems product range includes in-desk power solutions, versatile multi-connectivity units, practical wall plates, neat desk grommets, and reliable extension leads.
At the heart of its operations is a commitment to speed, excellence, and the quality of the solutions it provides.