Retail
So, when a vendor expresses a desire for its channel
partners to engage in a conversation because it’s ‘the right thing to do’ or it supports ‘corporate goals’, resellers need that conveyed so that it supports the sales function – without fluff and in a timely manner. It’s the meeting of the corporate behemoths with
smaller sales partners and brokering this intersection requires an understanding and appreciation of both sides and the needs of each. Working throughout the channel, we appreciate
that salespeople don’t want fluff, they don’t have the time, nor inclination, to invest in marketing-heavy conversations: they just want to make the sale. So, if you really want partners to engage, getting them to say ‘yes’ to something is very different to them actually committing to it and seeing it through. And whilst vendors must consider their
responsibilities in this respect, not all vendors are born alike as our experience has shown. Without naming names, some vendors invest the time and money in engaging with channel partners to talk them through the programme in question so that whether they get on board or not, they’ve had that exposure, the opportunity to find out more and, significantly, they’ve been provided with the chance to provide feedback. In this scenario, nine times out of 10 those resellers on-board and remain on-boarded. An OEM that doesn’t invest in its relationship with channel
partners, however, finds onboarding more of a struggle, leading to more chasing and making genuine engagement so much harder. Whilst it’s easy to assume this is a question of company size and
status, it isn’t always. Instead, it’s all about relationships and the experience of one team within a vendor business can be vastly
different to that of another, based purely on its investment in building meaningful relationships with those channel partners. Take the time to meet with your partners, to speak with them, to communicate with them on their terms, to make the relationship and involvement in the programme worth their while, and you’ll see them engage. Fail to do this, and they’ll walk – it’s as simple as that. Don’t forget, the channel is simply a chain of people moving
a product or service through that ecosystem. Fail to get the relationships and the processes that work for everyone in that chain right, and your channel programme will fail. Recognise the needs of all parties and invest the time to nurture those and you’re on your way to channel programme success.
www.pcr-online.biz
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