Early last year I had a morning meeting with a manufacturer customer, and the main point of our discussion was his team’s channel partners. I’m paraphrasing his comments: “They don’t do anything creative when my sales people are in the field with them. It’s the same thing every time – update on product, and then a few appointments with end-users. We feel like glorified milkmen.”
Later that day, I was on the phone with an integrator. Not paraphrasing this time, he was more direct about manufacturers: “They all do the same thing – they’re all on a milk run through here every few weeks. No strategy, just checking a box.”
Two opposite perspectives, one common description of the manufacturers: milkmen on milk runs.
Who is responsible for this less than ideal routine? They both are. Either one can change the production level they have when together. Today, we’ll focus on the manufacturer: what can they do to improve their visits and get more out of their integration partners?
I could write a book on this. In fact, I have a 12-month program for manufacturers called Channel Optimization. However, there is one idea that is easy and will make an immediate impact…
Within each market, select a favorite or preferred integrator – maybe two or three for the large markets. On your next visit, identify two to three prospects per sales person and develop a strategy on getting them in the door. This isn’t just about them getting you in the door. It’s about the two of you working as a team and getting in the door. Use your budget, marketing resources, and inside sales people; while they use their local influence. Make sure these prospects are beneficial to both of you. Be prepared – most of these initiatives don’t go anywhere and your channel partners have been burned before, so they may drop the ball initially. You need to prove to them that you’re going to follow through, and that this initiative will work. Once you’ve won one prospect, add another – it’s an ongoing model.
Try it out with one of two partners, and then roll it out across your region. You’re still contributing the same amount of time – you’re just being smarter about it.
