Guest Column | February 23, 2016

5 Insights Into Successful Channel Relationships

By Dede Haas, CA-AM, Channel Sales Strategist, DLH Services, LLC

Dede Haas, CA-AM, Channel Sales Strategist, DLH Services, LLC

Give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime.[i]

What can vendors do to develop mutually profitable channel relationships with their partners? Teach them to fish? Well, something like that.

One of the most important things a vendor can do for their partners is provide them with the education and tools needed to successfully sell. According to Andrea Sittig-Rolf, Chief BlitzMaster & CEO at BlitzMasters, “That’s a real value-add because the vendor is sponsoring a program that’s going to help that partner sales team be better at sales whether it be specifically for that vendor or just overall improving their selling skills

“The vendor can say, ‘Okay. We’re going to give you these selling skills, but, oh, by the way, we’re funding this, and we want you to apply these selling skills to our products, and that’s what we get out of it.’”

Insight #1: Furnishing and funding sales education and tools shows how much value the vendor places on the partner and supports their ability to achieve sales success.

It is not only sales education and tools that contribute to the development of a strong channel relationship, but also helping the partner to build their business. Sittig-Rolf maintains, “I think partners are going to look for a vendor that’s going to support them in all kinds of ways. Not just in the products that that vendor sells, but in helping that partner be better at running the business, whether it be operations or sales or HR and just looking kind of at that overall package of, ‘How are you going to help me grow my business?’, and, ‘Why should I choose you versus your competitor?’”

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