by Andy Kowl, Sales Net editor
The last time we surveyed IT manufacturers, when asked to rate their channel partner program on a scale of 1-10, the majority gave themselves a 5 or less. They knew this was a weakness.
Manufacturers are not the only ones who ignore reaching out to help customers grow their business. The same strategy applies to system integrators and VARs, companies generally void of channel partners downstream.
How do you do helping your customers to succeed? I am not asking whether you are helping them to reduce costs or to run more efficiently -- that is what you sell after all, isn't it? But chances are you specialize in selling to one or more verticals, be it retailers, schools, power plants or 3PLs. Are you helping them sell more?
You see where I am going with this -- the better they do, the more they can buy and the better they can pay. Is it your place to help them succeed beyond what they buy from you? My suggestion is to read what my favorite sales trainer has to say about this, which he calls 'giving value first.' I'm a longtime fan of Jeffrey Gitomer and his thoughts may give you some new ideas. I suggest you have your sales team sign up for his free newsletter: www.gitomer.com
