When I work with manufacturers on helping them develop their channel partners, one of the first things I do is ask why a VAR (i.e. integrator / dealer / reseller) would consider representing their company. Then it comes … about 45 minutes of feature and technology discussion, which leads me to Strategy #1 to enhancing your VAR performance…
Strategy #1: Don’t assume your product or service is the most important factor. Even if it is, everyone else claims the same things you do. It’s not about the greatness of your product … it’s about the greatness of you. If you, the Regional Sales Manager or Manufacturer’s Representative, focus on your partners and their needs, you will have a gazillion times more success than focusing on your technology. BTW, here is a list of their needs that you won’t hear from others…
- Sales training. Not training on your product, but how to improve their sales performance.
- Strategy. On your next visit, leave the demo kit and presentation in the car. Sit down with the sales team and build a strategy to penetrate three specific customers per sales person.
- Marketing resources. Most VARs don’t have marketing resources. You probably do. Share them. Build out a plan (bullet two), and offer your marketing resources to help build the material, promote events, etc.
Your VARs don’t need a better technology. They need more strategic attention from you.
If you think I might be able to help your organization with its VAR or Channel program, please click here.
