In today’s Pro AV world of evolving partnerships and products, being labeled an “AV distributor” undersells what these companies truly do. While distributors do focus on getting the right equipment to the customer for the job, their offerings also include value-added services.
According to Phil Langley, SVP, global enterprise AV and UCC, Wesco, some of those services are network design assistance and comprehensive financial services, as well as kitting, labeling, DOA testing, IP addressing, rack and stack, project staging, and pre-provisioning. Almo Pro AV, per EVP Dan Smith, has a team of more than 25 specialized business development managers that have expertise in different brands, products, services, and technologies. “Category managers are key in triangulating the focal point where vendors, technology, and market needs intersect,” Smith said.
So, an AV distributor is much more than a warehouse with products. They are educators and value-added providers that look to save customers money and time. So, what goes on inside a distributor’s warehouse?
One-Stop Shop
There are many ways AV distributors are valuable to integrators, but perhaps none is as important as having everything you need in one place. Working with a single consolidated distributor simplifies all stages of the equipment procurement process. "As the AV distribution landscape continues to evolve, so do our offerings to customers, and we’re committed to providing them with a smarter, faster, and more integrated buying experience," explained Cynthia Menna, ADI | Snap One VP and general manager, AV. "We’re focused on offering a true omni-channel shopping experience—from purchasing in-store, online, or through our mobile app, customers can expect the same experience and level of service. Our goal is to make accessing the products they need as simple as possible."
The AV distributor serves as a single point of contact for the integrator, not only offering the top technology products, but also the technical experts, AV services (like Almo Pro AV's LinkLab), and financial flexibilities around those products. “A distributor can provide multiple product lines and the services around them for an AV project, instead of having to reach out to each individual manufacturer,” Smith added.
Desiree Cruz, newly appointed VP of vendor management at TD SYNNEX, brings a fresh perspective to the Pro AV space. She is focused on driving innovation through a customer-first mindset and a sharper alignment between product, people, and purpose.
“What I’ve quickly come to see is that our value goes far beyond moving product,” Cruz said. “It’s about solving problems holistically—whether that’s bundling solutions, coordinating deployments, or making sure installations happen smoothly and cost-effectively. Our scale is powerful, but our ability to tailor it to each partner’s needs is where the real impact happens."
Knowledge Is Power
With evolving trends and new products seemingly popping up daily, getting left behind in Pro AV can be a death sentence. That’s why another focus of AV distributors is continuing education on technologies, certifications, and more. For example, along with private training sessions, Broadfield Distributing hosts a dealer training webinar every Thursday at 1 p.m. ET, where it shares the latest news and information in the industry.
Menna pointed out that ADI | Snap One has invested heavily in customer education and offers numerous training opportunities through its ADI Expo training series, branch and counter days, online webinar series, and its on-demand learning. “Our customers rely on them every day to assist with product selection and system design," Menna explained. "Through our ADI University training program, our sales team members participate in regular training programs, including monthly new product training. In addition to our manufactured exclusive brands, we work with more than 1,000 suppliers, from trusted legacy brands to emerging new brands, to give our customers access to the products they need."
While TD SYNNEX offers similar education and training, Cruz said it is about building a culture of learning, both internally and with their partners. “We offer our employees access to top IT certifications through partnerships with leading vendors like AWS, Axis, Crestron, IBM, Microsoft, Veeam, VMware, and many more,” she noted. “This continual development fuels our ability to bring new thinking into a market that is moving fast and evolving constantly.”
Almo Pro AV takes education right to its integrators and end users with its E4 Experience. “Our traveling education and networking event offers the opportunity to attend and participate in training sessions on the industry’s hottest topics, while earning AVIXA CTS Renewal Units,” Smith said. “Sixteen years strong, the E4 Experience continues to grow … and includes a full-on showroom with the latest products in use that integrators can share with their customers.” The E4 Experience continues this fall in Santa Clara, CA, on Sept. 10 and Chicago on Oct. 7.
Going Global
Many distributors don’t operate out of one facility. Wesco, for example, operates in more than 50 countries while servicing more than 140,000 customers and delivering whatever an integrator may need across the globe. However, Langley said the Pro AV end user audience has "shifted to a C-level strategic executive who is focused on purchasing the 'desired services or outcomes' as opposed to hardware, which, while still critically important, becomes more of a secondary consideration."
Broadfield is bringing broadcast-quality video and production values to the Pro AV world with AVoIP infrastructure products, cameras, converters, and more. Having a large inventory pool of demo and evaluation equipment in both New York and California enables Broadfield to get products out quickly.
The recent coming together of ADI Global and Snap One shows yet another advantage to expanding distribution capabilities—perhaps not geographically, but in its portfolio. “Since combining ADI and Snap One just one year ago, we have made numerous products available across both businesses, from our manufactured exclusive brands and our distributed brand portfolio, helping customers uncover new jobs and ultimately grow their businesses," Menna said. "And as the boundaries between residential and commercial continue to blur [resimercial], we help customers diversify their offerings to sell more on each project, and to every customer.”
Supply and Demand
There’s no question one of the largest impacts from the COVID-19 pandemic was the effects it had on supply chains. Projects were delayed as products and solutions became scarce, leaving integrators searching for answers.
Four years later, business is just about back to normal, but that doesn’t mean the supply chain doesn’t still present its problems. “There are still challenges that pop up from time to time, as there always will be,” Langley offered. “However, with Wesco Pro AV’s global footprint and access to approximately 50,000 worldwide supplier partners, we are uniquely positioned to address and resolve these issues as they arise."
Perhaps one of the biggest lessons from the pandemic was how to navigate supply shortages in the future. However, there are always new challenges that face distributors, and companies like ADI | Snap One are more prepared. “As recent changes in trade policies and tariffs have been impacting many industries, including ours, we've taken a proactive approach to help our customers manage changes effectively," Menna explained. "We have a team closely monitoring developments and responding to changes in real time. We've taken numerous steps to help lessen the tariff impact on customers."
When it comes to understanding supply concerns, TD SYNNEX turns to those who know best—its customers. “We're listening closely to our partners and responding with tailored strategies that fit the moment,” Cruz said. “In the Pro AV space, our ability to deploy, integrate, and support cutting-edge technology is only as good as our understanding of what partners are facing on the ground. That’s why collaboration is key—we want to be the extension of their team, not just their distributor.”
A distributor can save its customers money and make an installation more efficient by having everything in one place. However, at the end of the day, having a trusted Pro AV distributor saves customers perhaps their greatest asset.
"Our 'Even Better Together' philosophy underscores everything we do," Menna concluded. "It's about helping our customers succeed today and into the future. Together, we’re unlocking greater value for our customers—expanding choices, improving availability, and delivering the insights that only local experts can provide.”
“The most valuable resource for every integrator is your time,” said Gary Bettan, president and CFO, Broadfield Distributing. “[That] means constant communication and coordination of when you will be ready to schedule the install. [Broadfield Distributing] will also consult with you to make sure all of the products work together and deliver optimized workflows, video quality, flexibility, and scalability.”
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