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  • Writer's pictureRichard Israel

Three Words that Drive Channel Resiliency

Updated: Apr 21, 2021

What is meant by channel resiliency? Lets start with the definition of resiliency: “the ability to withstand adversity and bounce back and grow despite downturns in the business”. The more resilient your channel is, the more likely you will achieve channel excellence. For RASA Consulting, these three words represent our guideposts!

 

1) Simplicity: A typical channel partner deals with 3 to 5 vendors across different sets of rules, tools, and processes which can result in complex ordering, invoicing, and other daily challenges. Is your partner channel program simple to understand? How straightforward is your revenue share? Is it easy to understand certification or tier status? Can you explain your PVP in a paragraph or does it take five pages? Partners gravitate towards programs that are simple to understand and execute rather than those that are burdensome. Keeping it simple is critical for channel excellence.

2) Mindshare: Increasing your partner’s mindshare must come at the expense of taking it away from something else – hopefully one or more of their other vendors. In order to drive more of that mindshare, you have to give your partner a reason to engage or care more. Start by learning your partner’s pain points and addressing them head on. Solve for them with better product training, marketing collateral, sales enablement tools, and anything else that helps them to be more successful. Winning partners mindshare will drive channel success.

3) Trust: Zig Ziglar once said, “If people like you they will listen to you, but if they trust you they will do business with you.” Your partners want to do business with people and companies they can depend on. One of my favorite mentors years ago taught me that "feedback is a gift" and since learning that valuable lesson I've incorporated voice of the partner (VOP) as a fundamental component of partner success. You too can build partner trust by listening to what they need – asking for their feedback - and acting on it with solutions that make sense for their business. I promise you this, if you are authentic and honest with your partners you will earn their trust in spades.

 

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