Flexibility Is Essential to Success With Channel Partners

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In today’s customer-centric economy, nuance reigns supreme. There is no one-size-fits-all solution, because there are no one-size-fits-all problems. Each business you encounter struggles with a unique set of challenges. Many are on the same spectrum, but the nuance and context of each customer scenario require that you flex your marketing, sales, and customer success approaches to meet those slightly varied needs. Channel partners are no different. Each partner organization is its own business, with unique circumstances and dynamic personalities. While you work to build a partner program that caters to the masses, the reality is much different, and you need to be prepared to create a partner experience that flexes not only to the partner organization, but to the individuals who represent those businesses.  Success with your ecosystem of partners and their reps starts with the Golden Rule. Treat your channel partners as you would expect them to treat you—respectfully and as equals in a shared channel partnership. Partners may approach their customers differently from how you might prefer them to. While this is fine, and can be beneficial, it’s something you need to become comfortable with. You may expect them to easily close a deal on a potential client, only to have it slip through their fingers because of the way they approached the situation. On the other hand, you could see a near-impossible deal go through because your expectations on the situation were not tempered by the reality that is your channel partner sales team. They operate differently, and…
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