Channel Coach: Tell Suppliers What You Want

My mom had a favorite saying: “Tell me what you want; I’m not a mind reader.” I was thinking about that statement when contemplating this month’s column, which focuses on taking the mystery out of building a relationship with a service provider.

Often channel partners think simply because they have a signed agreement, their service provider should know exactly the right product, the perfect price point and the best ways for the partner to sell them into the marketplace. But how can that be true unless they really know your firm, your capabilities, your clients, marketplace and most importantly, you? A strong supplier/channel partner relationship is essential to your success and good two-way communications is key.

The service provider is staking their future on the success of an indirect sales model that requires channel partners to take responsibility for sales and first-level support to the end user. Building a solid relationship with your provider is one of the most important steps you can take.

Start from the Beginning

Start building relationships as soon as you have signed your agreement. Make arrangements to visit the supplier’s most senior management available to you whether at their headquarters or locally. Be sure to include the support staff.

At these meetings your goal is to build your contacts, acquire phone numbers and tell them about you, your team, your business and your goals. Learn about all the service provider’s offerings and support capabilities and be prepared to tell the provider about your market, clients, prospects and targets. Get success stories for clients in similar markets to yours and leverage those results.

Ask about the collateral materials produced by your service provider and their availability to you. Many service providers allow their channel partners access to a separate section of their Web site to download collateral materials, case studies and brochures. Often these materials can be customized with your business name and logo. Using and personalizing the service provider’s materials is a terrific way to expand your collateral while conveying just the right message to your prospects. In addition, if you develop a piece independently send a copy to your provider for their review.

Manage the Middle

As your partnership develops you will interact with your provider in countless ways. If you receive an invitation to attend an event, be sure to go. If you are having a customer/prospect event, invite your supplier to join you. Your supplier even may be willing to help sponsor an event with you, helping to offset part of the costs for the venue or refreshments. But, you need to ask them. Remember to invite providers to your sales meetings to provide training and introduce new product offerings.