For the next few weeks, most manufacturers’ leaders are thinking about their killer new technology that they’re bringing to market in 2018. Their planning quickly trickles down to their channel partners, and developing strategies to ensure they sell more of their stuff. I hope to save all of you some time and frustration with this statement: your product or technology isn’t going to win you more business next year. Of course, you’ve got to have something that works. However, making a significant impact on your channel sales in 2018 has nothing to do with your product – it has everything to do with the effort and activity of your sales people.
So, if product doesn’t matter, what does? What can manufacturer sales people do to move the needle next year? I’ve defined four things that manufacturers should do for their primary integration partners in 2018.
