How vendors should partner with Those Computer Guys - Part V 25 March, 2009 By Robert M. Cohen

Partner enablement? Too time consuming.

Sales based rewards? Too difficult to track.

So... here are the options:

1. Attend a whole lot of events, bring with you a large fish bowl and a fabulous prize (you know, a Porsche, a home theatre system, a trip around the world)... something that will get those Computer Guys to stop long enough to throw their business card into the fish bowl, not realizing that this is the total extent of what they need to do to become part of the Vendor's channel program.

Expected number of new channel partners: Huge!

Expected number of new sales: Zero! Zip! Nada!

Sad, but true.

2. Take the effort, examining the entire Channel Sales Cycle and develop a program that includes: recruitment, enablement, education, motivation, metrics, performance reviews, etc., and work closely with the appropriate channel partners in ways to increase the overall level of sales, service and support that collectively you bring to the end users. Otherwise, dare I say, you will quickly find yourself in the same position as the Dodo Bird.

The Trusted Business Advisor program was developed specifically to change the paradigm and get the channel focusing on things that will make everyone in the channel more profitable! Together, we are making a difference.

It's a numbers game. Most vendors focus on recruiting Computer Guys. It is easy to do and even easier to measure. The problem is the number of Computer Guys recruited is the wrong number to focus on. As the owner of the world's leading IT Channel eNewsletter, we reach 200,000 channel members about twice per day, giving us 100 million touch points per year with channel members. Thus, in theory, it is in my best interest to tout the notion of recruit, recruit, recruit. However, that is not in the best interest of the industry and thus long-term, not in my best interest ... or yours.

Recruitment is one of the first steps towards success. On its own, it typically results in gaining passive 'order takers' as opposed to 'proactive' gogetters where the Computer Guy takes the time to understand your product and learns how to properly sell, service and support it. Better still is when the Computer Guy is the Trusted Business Advisor to his customers and looks to see how your product offerings fit into the business solution his customer requires.

At some point, channel performance has to relate back to pipeline reports; market share; growth; sales; margins, active partners; customer satisfaction, etc. I call this Job Protection!

Partnering With Partners

Mass recruitment opens doors, while golden partnerships are created one at a time. They entail relationships and both parties actively going out of their way to ensure that they provide the other with exceptional value.

Creating golden partnerships between "Those Computer Guys" (a.k.a. Trusted Business Advisor, VARs, Solution Providers, MSP, ISP, Geeks, Nerds, etc.) and IT Vendors (a.k.a. Hardware Manufacturers, Software Developers, White Box Builders, Service Providers, etc.) is imperative to the overall functionality of the channel and to the profitability of the individual Computer Guys and Vendors. Some of the key points for Vendors to consider include:

1. Begin the process by identifying who your targeted end-users are.
2. Understand how these end-users determine what to purchase and who the decision makers, influencers and primary gatekeepers are.
3. Determine whom these end-users rely on to configure, sell, install, service and support their IT solutions.
4. Examine where in this process that Computer Guy plays an integral part.
5. Analyze how important That Computer Guy's role is for your success.
6. Assuming the That Computer Guy's role is deemed as important, or dare we say imperative, to your success, determine the core characteristics he needs to have to help you sell to your targeted audiences.
7. Evaluate what products and solutions the ideal Computer Guy is currently supporting, with emphasis on the competitive and complimentary product/solution offerings to what you provide.
8. Determine what you can offer That Computer Guy that will help him be more successful and better enabled to sell, service and support your product category; or sell, service and support more of the complimentary products that they currently provide.
9. Develop a suite of benefits developed specifically for these targeted resellers. Typical offerings include:
   • Lead generation programs
   • Marketing support
   • Strong margins at street price
   • Appropriate product availability
   • Financing
   • Pre-sales support
   • Realistic return policies
   • Post-sales support
   • Online tools (marketing, sales aids, configurators, lead and sales trackers, etc.)
   • Management processes for curtailing channel conflict
   • Lead registration programs
   • Clear rules of engagement designed to enhance channel loyalty
   • Additional revenue opportunities
10. Ensure that you are able to adequately service the needs of these Computer Guys.
11. Analyze the channel to see how you can best reach your targeted Computer Guys.
12. Develop clear, concise, consistent and HONEST messages regarding your offerings to the Computer Guy.
13. Establish realistic goals for your channel activities.
14. Set up procedures for:
    • Establishing reporting, measurement and feedback processes and criteria
    • Educating, engaging, rewarding and retaining partners
    • Measuring and analyzing results
    • Modifying activities, as required
    • Winning back partners when applicable
15. Now you are ready to start marketing (yes, this includes recruiting) your wares to the targeted Computer Guys.
16. Don't take on more partners then you can handle.
17. Work closely with the appropriate Computer Guys you recruit and move them into highly engaged partners that are Trusted Business Advisor to their customers.
18. Obtain and provide feedback.

Robert Cohen, a passionate and enthusiastic channel advocate, is the founder of the ChannelLine Advisory Council as well as president and business editor of Integrated mar.com, publishers of Channel Advisor, eChannelLine and ConnectIT. Since 1980 he has worked with 350 IT vendors, distributors and resellers in developing and implementing strategic go-to-market programs, using a variety of direct, channel and hybrid models. Integrated mar.com, in conjunction with Robert has created the Trusted Business Advisor program.

Robert can be reached at 1-800-465-2059 or by email at rcohen@integratedmar.com.


Previous Trusted Business Advisor articles by this author:
08/27/09 On The Record With Robert Cohen & Autotask's Bob Godgart
08/27/09 Solving the business dilemma for That Computer Guy
08/27/09 On The Record With Robert Cohen & Ingram Micro's Justin Crotty
08/14/09 On The Record With Robert Cohen & Cisco's Dave O'Callaghan
08/14/09 Keeping the IT industry in touch via social marketing
08/14/09 On The Record With Robert Cohen & Westcon's Anthony Daley
07/30/09 On The Record With Robert Cohen & N-Able Technologies'Gavin Garbutt
07/30/09 On The Record With Robert Cohen & Dell's Greg Davis
07/23/09 On The Record With Robert Cohen & McAfee's New VP of Channel Operations Fernando Quintero
07/23/09 On The Record With Robert Cohen & D&H's Co-President, Dan Schwab
07/08/09 On The Record With Robert Cohen & Tech Data's Joseph Quaglia
07/08/09 On The Record With Robert Cohen & CSG Openline's CEO Jay Leon
06/25/09 On The Record With Robert Cohen & Synnex' Bob Stegner
06/25/09 On The Record With Robert Cohen & Hewlett Packard's Tom LaRocca
06/11/09 On The Record With Robert Cohen and Level Platform's CEO Peter Sandiford
06/10/09 On The Record With Robert Cohen and Level Platform's CEO Peter Sandiford
05/21/09 On The Record With Robert Cohen & CompTIA's New Head: Todd Thibodeaux
05/21/09 Grassroots marketing for those 'Computer Guys' - Part 6
05/21/09 On-The-Record with Robert Cohen & Keith Bradley, President Ingram Micro North America
05/15/09 On-The-Record With Robert Cohen & Gary Gillam, Xerox's VP, North American Resellers, Channel Operations
05/15/09 On-The-Record: Robert Cohen with Synnex Canada CEO Jim Estill
04/24/09 Twitterdee, Twitterdo, Part 1 of 2
04/15/09 On-The-Record with Arlin Sorensen
03/25/09 The Trusted Business Advisor/Trusted Business Partner Code of Ethics
03/18/09 8 reasons why you need "That Guy" to penetrate the SMB -Part IV
03/11/09 Part III: Vendors Wanting To Penetrate The SMB market Need That "TBA Computer Guy".
03/04/09 That "Computer Guy" is what we call a Trusted Business Advisor (Part II)
02/25/09 Reaching SMBs through their 'Computer Guy' (Part I)
02/18/09 TBA: The program built with you & for you!!!
02/18/09 Without a code of ethics, a professional industry isn't 'professional'




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