Trust
Partnerships in the channel are built on trust. Personal relationships are key to their success, as well as accountability, responsiveness and delivery. Establishing new partnerships takes an integrated, consistent strategy to identify targets and build profiled information. It is important to learn more about each target and their needs, carefully crafting multiple touch points to introduce yourself as a supplier, recognising needs and promoting unique solutions. Timing is incredibly important, as well as influencing key decision makers. Successful new partner acquisitions take careful segmentation, targeting and positioning, as well as multiple communications, establishing trust and building credibility until an opportunity arises.
New partnerships
The basics of targeting and acquiring new partnerships has not changed much over time in the channel, however changes, such as remote working, has had an impact. Companies dedicated to putting in the time and visiting partners face to face, are finding this strengthens relationships, increases information flow between both parties and helps to facilitate successful relationships.
Challenges
Challenges occur with inconsistency. Vendors need to be consistent, are they invested in the channel or not? Is it their primary focus or not? Are they building the solutions the channels need now and into the future? Are they priced competitively? Do they offer differentiation? Are they easy to sell, manage, provision, bill and support? If the answer to any of these questions is no, problems will occur, which will impact trust, and the relationship could suffer as a result.
What does success look like?
Successful relationships, like all relationships are built on trust, understanding, give and take, listening and understanding, meeting needs and working together to achieve common goals.
Making the most of relationships is key. Do you know exactly what your vendor can offer you in terms of support and incentives? Are you taking advantage of everything on offer? Equally, vendors are you close enough to your partners? Do you understand all their requirements now and in the future? Are you meeting them better than any alternatives? Technology can help support relationships and be the driver for growth, adding new recurring revenue streams.
Strong, trusted partnerships which deliver for both parties are key and moving forwards the vendors who invest in their relationships and the partners who invest in their vendors will ultimately be successful if both parties are working to support each other’s goals.
Jola is an award-winning, supplier of business communications, specialising in mobile data SIMs. Jola sells on a wholesale basis to MSPs, ISPs, IT support companies and telecommunications resellers. These channel partners supply solutions to public sector organisations and enterprises worldwide.
To find out more about partnering with Jola, request our partner pack.
