Channel News

Are You Selling Benefits or Advantages

Friday, November 02, 2018

Author: Moheb Moses

Whether you are a partner (ie. VAR, MSP, SI, etc) selling to end-users, or a vendor promoting your technology to the channel, are you selling genuine benefits or simply selling advantages? More importantly, do you know the difference, and the enormous impact this has in helping you close business?

In this article, we look at the differences between features, benefits and advantages, and the role they play in the sales cycle. We explore how their ability to influence is affected by other factors such as time, cost, complexity, and customer expertise. Finally, we look at when to use each type of statement to have the greatest impact in establishing credibility with customers (whether you are selling to end-users or partners)  ...Read More


How to Develop Ideas for Thought Leadership Articles

Thursday, July 26, 2018

Along with being a ‘Trusted Advisor’, we often hear about people or organisations being ‘Thought Leaders’. It is the individual thought leaders that help create the perception of an organisation being thought of a thought leader. If you think about it, you usually assign this label to people that you read content from or hear speak at different industry events. So how do you build your profile as a thought leader and in turn help position your organisation as such? Obviously you need to start by documenting your ‘thoughts’. Initially this can seem easy enough but in order for people to actually want to read what you have to say or think, you need to make sure you meet a few key criteria. 

This article offers some extremely practical advice for structuring your articles to ensure they are interesting and engaging for the reader. It outlines 6 tips or criteria that you should try to meet when writing a thought leadership piece that will grab your readers attention and hold it. While there are social platforms you can use to post and promote your articles for free, the better the content the better the engagement. It also boosts your chances of having your pieces picked up by industry publications. Make sure you read this article before you put your next thought leadership piece together.
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Vendors Please Stop Pretending To Be Start-Ups

Thursday, February 22, 2018

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.
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How Not To Exhibit Yourself At Tradeshows

Tuesday, May 30, 2017

Author: Cam Wayland

It's an expensive exercise to exhibit your company at a trade show. Yet so many companies exhibit themselves poorly, leaving these events with little more than sore feet. So what should you do to maximise the return on your investment?

At my recent visit to CeBIT I saw lots of examples of this, reminding me of the old John Cleese video “How not to exhibit yourself”. In walking through the exhibition hall at CeBIT, often I could not understand what an exhibitor was offering or what their product was supposed to do. The sales messaging around their company and product was either generically bland, ambiguous, or even contradictory. By not properly preparing they were potentially wasting money and were going to achieve a less than ideal show ROI, and possibly wonder why. 

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The Journey of Partner Business Transformation

Tuesday, April 04, 2017

Author: Cam Wayland

We recently did some work with the senior management team of a mid-market VAR/Service Provider on how they adapt their business model with the continuing growth of Cloud & XaaS. Our analysis identified several external forces acting upon their business, as well as internal pressures, and helped them create a set of priorities of what needs to change.

While our findings and workshop discussions were very specific to that partner, our process (described below) is a framework that can be leveraged by any partner going through a similar transition. In particular, we explore the question of what may not need to be abandoned, but instead be re-packaged, to keep you relevant to customers, vendors and staff.  ...Read More


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