Guest Column | October 22, 2013

Channel Sales Vendor/Partner Relationships: Part 3

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How Opposites Attract And Stay Together — Or Not

Dede Haas, CA-AM, channel sales strategist, DLH Services, LLC

If a channel sales partnership is to be successful, it’s all about the relationship between the vendor and the partner. There can be all kinds of fancy channel programs and spiffs but if the channel partner does not feel like they are treated as a legitimate business partner, the partnership will not work.

Part III: Channel Conflict:  The Good, The Bad, And The Ugly

Q: Can’t we just get along?

The New York City VAR was certainly having serious doubts as to the value of their relationship with the vendor (Part II). Not only did they join the vendor’s partner program before establishing a foundation for the relationship (Part I) but they also failed to get insight into the vendor's sales organization.  Imagine their surprise when they discovered the vendor also sold their products and services directly to the customer (Bad).  This subject was never discussed.  Now the VAR had to deal with probable channel conflict — when a vendor not only sells directly to the customer but through the channel as well (Ugly).

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