Many companies in the telecommunications industry claim to have a channel partners program, but there are great differentiators in the programs available from company to company. The question you have to ask yourself is “Does this program provide the complete support and product diversity that I would want from a partner?” And often times the answer to this question is no.
So, what should you look for in a channel partner? There are several components that any good channel partner will bring to the table. First and foremost, a good channel partner must come equipped with a diverse product portfolio. Working with one supplier is always easier than working with many different suppliers. When you get used to working with a good supplier, it makes running your business much easier. One telecommunications company offers both call accounting and call recording in the VoIP and traditional markets. This product portfolio is quite diverse for a telecommunications channel partner because regardless of who you get on the phone or what kind of system they are working on, you know that your partner provides the solutions that that customer needs. A diverse portfolio of products that integrate well together and in your niche market is key.
Second, they must provide some sort of “launch” program that will introduce your team to the product portfolio now available. This launch program will be complete with onsite and online training programs, ready made, white labeled literature, and sales support information. During the onsite and online training programs, sales associates are trained on how the product works, the vertical markets that might the best suited for these products, and provided with use cases as to how these products are currently being used by existing customers.
The ready made, white labeled literature provides the sales team with flyers, collateral, powerpoints, etc. that make the sales process much easier and make adding these products to their product portfolio instantaneous. Other marketing support programs would also be made available to engage current and new markets in trying these new products. A channel partner should provide you with the resources you need to get these products launched in the marketplace successfully.
Finally, during this launch program, the channel partner should provide you with detailed sales support information. Most channel partners will go as far as to provide all of the quoting, contract, and billing support that you need, again, making the transition to these new products easy and seamless.
But, the support should not stop there. You have trained your sales team on the product and target markets, you have targeted those markets with white labeled campaigns and literature, and you have complete pre sales support, but what now? What happens once you get an interested customer? A good channel partner will continue to provide customer training and support once you have sold the product. Offering online and onsite training courses for your new customer and help desk support for any future questions that arise.
By choosing your telecommunications service providers carefully, you will be pleasantly surprised by how many sales opportunities and support you will get from the relationship. Don’t settle for a second rate channel partner experience – it will pay off in the end.
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