Brianna White

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Jul 30, 2019
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In the current climate, many businesses are learning how to navigate the post-pandemic economy, including a (possible?) recession, continued supply-chain issues, the Great Resignation, and whatever else pops up. But one thing we have learned about the past few years is that fortune favors the prepared. At ChannelCon 2022, Heather K. Margolis and Akilah Murrell, both of 360Insights, offered their top tips for how vendors can encourage their channel partners to sell their solutions when the economy is uncertain and “business nerves” are fried during the session, “Motivate and Enable Partners to Sell Your Solutions.” 
Know and Assess Your Partners
Whether you’ve been doing business together for years or they are a new partner, doing a deep dive on who your partner is and what their pain points are right now can be a productive exercise. Things probably have changed for your partners in the past few years—employees and roles have shifted, budgets have rearranged, products or services are primed for a breakout. Only from doing the homework can you engage your partner with solutions that will work for what they need in this moment.
“Right now, really understanding where your partner is starting from and catering to their immediate needs is most important,” said Murrell. With so much growth and change happening in IT channels, building your partner relationships is an integral step to solidifying your role as a trusted solution provider. You don’t want to lose to a competitor because you didn’t do the homework.
Educate Your Partners
After you’ve assessed the landscape for your partner, it’s time to align what you see as the most cost-effective and impactful solutions to their vision. This is not the time for status quo. Because of the uncertain economic climate, there is a convergence of “megatrends” reshaping the technology market and channels. Things like pandemic experience, demographic shifts, customer expectations, sustainability, everything-as-a-service, and more have led to a huge impact on channel marketing, including:
  • Technology redefining sourcing, partner’s roles, and value proposition.
  • New types of partners entering the channel.
  • Business needs evolving in the rebalanced economy.
  • Sales and experience taking precedence over price.
Continue reading: https://connect.comptia.org/blog/5-ways-vendors-can-enable-partners
 

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