I’m in a unique position – I work with both manufacturers and their Value Added Resellers (i.e. VARs, integrators, and partners). I get to hear input from both sides about the other’s sales performance. I’m asked to help manufacturers improve their performance in working with their channel partners quite a bit. Although there are dozens of ways manufacturers can improve their relationships with their channel partners, there is one strategy that works 100% of the time (no, I’m not talking about leads).
The best way you can help your VARs become better resellers of your solution is to help them find new business. If you can do this, they will stay committed to you forever and will perform much better that they are today. How? The most effective way to do this is to strategize with each sales person of every area within your region and target specific accounts. (Depending on how saturated your market is, you may have to select preferred VARs per area.) Unleash your resources on these targeted accounts. I mean the resources that your integrators don’t have – case studies, testimonials, marketing people, inside sales, etc. Most of your channel partners don’t have any of these resources.
If you can develop a targeted list of new customers for your VARs and help win those customers, you’ll no longer have to spend time asking them for business at the end of every month – it’ll already be in the door!
If you’re interested in learning more about our Channel Optimization Program,
