Channel Conduit of the Week: Trading Places

Channel Conduit of the Week

  • Small gestures that make big impacts on channel behavior
  • Commonsense reminders that make the difference b/t you and your competition
  • Elements that should be considered in a Channel Incentive Programs

Channel Conduit 5

If empathy is the key to good partnerships and sales, then try trading places.  As channel marketing & sales pros, it’s important that we are always trying to put ourselves in our channel partner’s shoes.  This helps us get out of the vendor vacuum and design channel programs that help our partners become more successful. 

Let’s take that concept and flip it on its head for a moment: Why not have your partner stand in your shoes for a lunch or dinner meeting?  Too often we ask, “What else can we be doing to help you grow your business?” Don’t get me wrong, we should be asking this question–and often!  But we might be amazed if we also asked:

 “If you were me…”

  •        …Which opportunities in the market would you attack?
  •          …What would you use your channel program to be a differentiator and get the mindshare of the channel? 
  •          …What gap in the market would you be well positioned to bridge? 

Not only will they be honored you asked, but more importantly, you will also learn unexpected valuable lessons. 

 

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