One thing I get asked a lot by channel managers is How to Sell through a TSB (brokerage formerly known as Master Agency). Basically, how do I get the Attention of Partners.
As a partner, I get too many emails from too many vendors – and most of it nonsense meaning it is all about the vendor. None of it about my business or my customers.
Here’s a few ways to improve your results:
- Explain concisely who your Customer is and in what way they benefit from your services.
- Do not send me a list of services!
- Tell me a Story.
- Summarize a use case.
- Tell me what your company does exceedingly well and for whom.
The largest issue that vendors have is that they cannot answer any of these questions.
They do NOT know who their customer is. They say: Everybody which is marketing-speak for We Don’t Know.
If you have happy customers, what are they saying? Why did they buy? Who was the Buyer?
If you have satisfied Partners, why did they sell your services?
I understand that you paid money to the TSB who gave you a list of emails and that spamming that list sounds like a productive day at the office. I can tell you that is the worst idea you ever had.
This is 2024. Time to try something else.
A majority of the partners are busy. Every sale, every renewal is for a less dollar value. We are running faster and faster to maintain our business. So to take time out to have a chat about your business is a waste of our time. If you want to chat about your business, start a podcast. What ever happened to the Elevator Pitch? Quite literally telling me:
Most of the channel managers in our industry are on their 6th or 7th vendor. They do not have 15 years of experience. They have experienced their first two years of channel sales 7.5 times. That means that they aren’t growing, learning. I understand that Quota is a heavy burden, but the rolodex is burned out. It’s time to flip the script because doing the same thing you did pre-pandemic is not going to work anymore.
I have spent many hours explaining channel strategy and marketing to vendors.
The two best concepts are Aligned and Enrolled.
At CVX Expo in Scottsdale on Mov. 14th, I will be holding a session on Channel Management.
Or you can hire me to help your strategy or marketing or to train your Channel Managers.
Or buy the book!