Technology marketers usually search for the "silver bullet" -- the one
thing that will increase revenues by some large percentage in the short
term. While no silver bullet exists, your partners can be very specific
about the activities that will help them (and you) to grow revenues
incrementally in the short term.
Ask your partners these three questions:
- What one thing would you change about our current partnership?
- What can we do to help you to grow your business?
- What have other vendors done for you that has been particularly
successful in helping you to grow your business?
Your partners' responses will help you to identify the activities
necessary to grow your business together.
What one thing would you change about our current partnership?
While this is always a bit of a "fishing expedition" as you never
know what you'll learn, you will always learn something valuable.
Typical responses range from "we should meet more regularly to discuss
business opportunities" to "I hate my sales rep. Will you get me
another?"
While none of these is rocket science, you will not be able to figure
these out without asking your partner this question. Each of these is
actionable and will lead to higher sales.
What can we do to help you to grow your business?
Most companies don't ask their partners this question on a regular
basis. Yet this is key to a successful relationship and builds great
relationship capital. When we ask this question we hear responses
including "We need demo versions of your software" and "will you make
one of your sales engineers available for sales calls." Ask this
question regularly and your business will grow.
What have other vendors done for you that has been particularly
successful in helping you to grow your business?
The English author Charles Caleb Colton (c.1780-1836) first said
"Imitation is the sincerest form of flattery." While Colton may not have
been a channel expert, his saying is highly appropriate here. Ask your
partners to describe successful programs run by other vendors. Then work
with your partner to determine how you can modify and improve those
programs. They won't mind and the other vendors will be flattered.
And your revenue will grow.
