Vendors Please Stop Pretending To Be Start-Ups

The ultimate goal for vendors in the channel is to have channel partners sell their solutions to end users. The ultimate goal for all channel partners is to make money, typically from selling vendor solutions. So while it is important for partners to differentiate themselves in the market place to their customers, it is critical for vendors to do the same to partners. It seems that one of the key ways this can be done is so incredibly simple.

Tell your partners in plain English where your solution fits within the partner business model and how the partner can make money selling your solution. It seems that with the rise of social media platforms partners don’t want another inspirational quote or start-up story. They want to know how a vendors solution will make them money and to be taught how to sell it. Sounds like vendors need to bring it right back to the basics.