Dan:

At our company, attaining and exceeding my quota requires me to work extensively with our channel partners. Many times I find that our channel "partners" try to block my access to the customer and to information regarding the opportunity. I feel that if I'm blocked I can't help to insure we win the deal.

Can you please shed some light on best practices related to working with channel partners?

Thanks!

Ava

Austin, TX

Ava:

Thanks for your great question.  In a number of high-tech markets selling via the channel is essential to meeting the corporate sales, profit and growth targets.

Let's start with a high-level understanding of what both the Company and Channel Partner is looking for in a true strategic channel partner relationship. 

The Company is looking to the Channel Partner for:

• More Wins At Higher Margins In Less Time Than It Could By Operating Without A Partner.
• Improved Communication Of Sales Forecast And Market Intelligence.
• Mindshare & Non-Competitive Representation
• Involvement In Key Opportunities
   

The Channel Partner is looking to the Company for:

• Unique And Competitive Products/Services
• Assistance In Closing Orders So It Can Meet And Exceed Sales, Profit And Growth Targets
• Sales & Marketing Support
• Market Collateral
• Demand Generation
• Training
• Quality After-Sale Support

So exactly what will determine success in this partnership?  The answer is all too simple.  As with any partnership, each has to assist in helping the other achieve their goals.  Although the answer is simple, making it happen is a bit more difficult.

How do you, as a rep or manager make it happen?  It should be no surprise for TTS workshop attendees and readers of Building Trust, Growing Sales, that the answer begins and ends with TRUST. 

You said that often times you are blocked from getting access to information or access to an opportunity by your channel partner.  Why do you believe that is happening?  Trust. Your channel partner does not trust that you will bring value to the opportunity.  Or worse, they may not trust that you will work with them to close the deal preferring to close it alone or bring in a competing channel partner.

How to you solve this trust dilemma?  Ask yourself three simple questions: 

How do you gain trust, bring value and help them close deals?  It will vary from opportunity to opportunity.  One approach is to consistently bring strategic and consultative selling best practices to each transaction.  A few examples of these best practices include:   Major Opportunity Sales Strategies:  The Sales Strategizer, Close Plan Letters, Critical Event Timelines and BMPCC Account Qualification Process.

If it is beginning to sound like you should be treating the channel partner like a customer, you are correct.  Just as we need to be earning trust and driving true value each time we interact with the customer, we must do the same with our channel partners.

Ava, I hope this info is helpful in allowing you to earn the trust of your channel partners.  Remember, earn trust by provide value to them and help them close more deals at higher margins in less time.