I started my Sunday evening the same way I start every Sunday evening. I read my good friend Anthony Iannarino’s weekly Newsletter. Beyond being a good friend, Anthony is an author, professional speaker/trainer, and writes daily at The Sales Blog. If you want your sales organization to have an edge and become a “Level 4 Value Creator”, you need make Anthony apart of your Sunday too.
Anthony starts today’s newsletter reminding us when a team acquires a new player, that player is given a playbook. Inside that playbook is every play the team runs and the player is expected to memorize the book and its plays, cover-to-cover. He or she is expected to know how to execute his/her role so that the play—and team—succeeds.
A good playbook integrates all of their product knowledge, their sales process, their buyer’s roles, the necessary sales dialogues, and competitive information in some format the salesperson can actually use. Anthony goes on to point out the challenges facing sales organization who do not have a playbook or are not fully utilizing their current playbook. He presses further on the importance of the playbook issue by sharing ideas for developing a playbook.
But WE go-to-market through a Channel. Our channel partners are the ones that execute the plays in the field. This is where most channel organizations fall short. If you don’t share your playbook with your channel partners you will not make it to, let alone win the Super Bowl. Share with them the playbook that got you to be a leader in the industry. In a meeting, share the goals for the entire channel ecosystem, and why their role is so critical to the channel’s overall success. The companies that are able to do this well tend to have the best and most loyal channels.
A great way to share the playbook with the channel through a Channel Incentive Program that rewards for Steps-to-the-Sale behavior. Reward for knowing the playbook and executing plays that win new business.
Similar to a new NFL player and coach, do you share your playbook when you acquire a new partner?
Let’s make it a great week moving the channel!
Move the Channel,
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