CHANNEL INSIDER
Glyn Yates is Principle Consultant, GTM International. In this new monthly column for
Intelligent Tech Channels, he shares his expertise and views on the channel and partner community.
DISCLAIMER: I have walked many roads and worn many hats and, although my experience and expertise can be valuable, my outlook on the world at large is my own and does not necessarily represent that of ITC.
An opportunity for
channel partners to thrive
during COVID-19 times
I
hope you had a chance to enjoy the
previous column, outlining the shifting
models that support channel expansion
for principle vendors, even when budgets
and headcount is frozen.
Today, I would like to look at how the
channel can use the current unusual times as
an opportunity to really deliver the VALUE in
the VAR/VAD tier.
At no time like the present, have we all
seen such a focus on Digital Transformation
– I recently stated that the biggest C driving
action this year wasn’t the CEO or CIO, but
COVID-19. Digital Transformation has been
the trend-leading phrase over the last few
years, thought to be solely in the domain of
those with the money and time to implement
such solutions. Now we see all companies
implementing digital workspace as a
Business Continuity response.
But, not only are companies laser focused
on technologies enabling robust workanywhere
environments, but everybody is
also feeling the pinch of a market downturn
– customers have been impacted . . . hard,
and the implication for the channel has been
equally pronounced. Deals stall as funds
are diverted, terms have extended and new
projects shelved – cashflows are under
extreme pressure.
So, the opportunity I spoke about is
simply this – at no time like the present
do customers need Value Add like they
do today – with disruptive technologies
to enhance operational efficiencies, with
converged/platform offerings minimising
multiple contracts and reducing cost, with
streamlined interoperability enabling
Those that adapt to changing
times, customer needs and buyer
behaviour can ring-fence their own
customers and revenues.
Glyn Yates, Principle Consultant, GTM International
business agility and with service delivery
and great customer experience essential for
business survival.
So, great news for every VAR then,
right? Well, no, not for everyone. But some
will thrive.
Those that ask customers about
their business, and listen, then provide
business enabling solutions, may be from
lesser known but very effective disruptive
vendors. Those that don’t see a Gartner
MQ endorsement as the only way they can
position a proposal, those that create value
across a business and align to strategic
intent, those that aren’t afraid to challenge
a customer and be a true ‘trusted advisor’ –
they will thrive.
Now, this means not sitting and waiting
for a requirement, it means stepping out of
the comfort zone of the usual contacts to
engage with and understand the roles and
responsibilities of CxO and stakeholders and
work with them on strategic goals. It means
the level of salesmanship evolving past mere
relationships and develop true sales skills,
as the customer becomes more demanding,
discerning and value focused. The days of
deals won over shisha are coming to an end,
if not already gone, and as ‘buyer’ attitudes
change, so must those of the ‘seller’.
Those that adapt to changing times,
customer needs and buyer behaviour
can ring-fence their own customers and
revenues, while being seen as strong
partners and trusted advisors to gain new
customers, even today. And will no doubt
come out of the crisis stronger than before.
Those that don’t, may find they are no
longer relevant. •
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