Guest Column | July 15, 2014

Channel Sales Vendor/Partner Relationships: What Vendors Want (Part 2)

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Dede Haas, CA-AM, Channel Sales Strategist, DLH Services, LLC

By Dede Haas, CA-AM, Channel Sales Strategist, DLH Services, LLC

It’s not love at first sight. It is all about the relationship between the vendor and the partner if a channel sales partnership is to be successful. A better understanding of what a vendor expects from a partner helps the solution provider make well informed and prudent business decisions that have a positive and profitable impact on their organization.

PART II: “Do we really have to talk about business?”

Read Part I: “We wait by the phone but they never call.”

You do if you want a business partnership with a vendor.

Whether a vendor is large or small, they put a lot of effort into partner recruitment. It is very important for them to create the appropriate partner profile for their needs and to find the solution providers who best fit that profile. This process entails a great deal of research that results in a list of partner candidates to be contacted, which in itself takes a substantial amount of time. When a vendor contacts you, they want to quickly determine if your company is a suitable partner for a business relationship. You have no choice but to talk about business — their requirements and if you can meet them.

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