Archives For channel strategy

In yesterday’s post I wrote about list building, as my children diligently work to increase their marketing reach – but how exactly do you grab the attention of new people?

The best way to make an immediate connection is to have something of value to offer.  In the case of my children, they are offering a way to avoid having to think too hard about what to do for the holidays (in this case, what to give a loved one for Valentine’s Day).  Having a handy picture of the treats they sell makes this possible.  Originally my daughter wanted to just list the items, but a picture is worth a thousand words, and the emotional impact of seeing delicious chocolate does wonders for the person considering a purchase.  They must to be able to picture what they are paying for – in fact you want them to be able to picture the experience of handing this gift to their loved one, and receiving praise for having done something really special.

Connecting with a businessperson is no different.  Everyone is looking to succeed in what they are already doing; they are not thinking about helping you make your number.  Do you see the difference?  I think more sales people are out there expecting people to drop what they are doing in order to take a look at some new products or services.  This isn’t the way busy people operate.  They all have jobs; busy jobs; demanding jobs.  No one has time to stop and take a look, and no one really cares about helping you make your number, at least at this point in the relationship.  So what do you have that helps them?  Find out what they are doing and then join them in helping achieve it.

I was talking with a client the other day about partnering with a certain manufacturer.  We were discussing the value of some of these relationships, and comparing them to the lack of value in other reseller relationships.  I mentioned another client of mine who has no full time sales people.  “How do they do it?”, he asked.  They are getting leads from their primary vendor partner.  “How?” he pressed.  “They have become the go-to provider in this city,” I answered.  We then went on to talk through some of his partners.  His technical group has made most of the decisions, purely on features, as to what they sell, but this is not the only qualification.  Vendor partners need to be just that, partners.  In order for that to happen, you must find out what they are doing and join them.  Find out what their numbers are, where they are making their money, and where they are missing.  Then help them figure out how to solve this problem.  Join them by putting together a joint plan to fill in the missing piece.  An immediate connection is made when this happens.

Do the same with businesses that you aim to call on.

If you work on the vendor side (for instance, as a channel manager), the same would be true in recruiting strong partners.  Find out what they working to build, and if you can somehow get involved to help them build their vision, you just might become the product they lead with.  Connecting with people is a simple process of finding out what they are doing, and joining them to help them achieve their goals.  When it fits within your vision, it works, when it doesn’t, the partnership or relationship just doesn’t make sense.

© 2012, David Stelzl

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August is almost here, and I want to thank Cisco for sponsoring me to speak to a select group of their partners…Seating is limited, but if you sell Cisco and plan to attend either the BlackHat or Defcon conferences this year, you can register here to attend this special session on selling security solutions.

We are meeting at the Rio on August 4th – in the evening; the location of this years BlackHat conference.  I’ll be covering some of the strategies and materials I personally use as I meet with executives all over the US, showing them why companies, no matter how much they spend on security, continue to be victimized by hackers.  I will also show you how my clients are leveraging this material to gain access to decision makers, and how justification is created to move forward.  Please plan to join me – I look forward to seeing you there!

Sign up Here (Click) while there are still seats available.

© 2011, David Stelzl

There are thousands of sales techniques out there, but when you boil it all down, people buy from you (or don’t) because you are you.  So what value do you bring to the sale?  You’ve heard it said, “People like to buy, but hate to be sold.”  I’ve heard this for years, so whoever claims it is their unique tagline is probably lying…but the statement is true.  The question is, “Do they like to buy from you?”

© 2011, David Stelzl

You’ve heard these comments before in business…students at a recent home school event really appreciated hearing sound business advice as many of them are headed off to find…or create their own jobs.  These points are critical for anyone who wants to stay in business…

 

© 2011, David Stelzl