Brought to you by Dede Haas, Channel Sales Strategist, Practitioner, and Coach
When a vendor is recruiting you, be aware of and prepared for the specific characteristics they want in a partner. Does your company fit the profile the vendor is looking for? Vendors are looking for business stability; financial security, soundness, and structure; market focus; clear-cut target markets and verticals when recruiting for their channel. When recruiting for their channel, vendors are looking for skills and experience in sales and marketing; technical expertise; processes and practices that fit with theirs; a partnership mentality; and the ability to work together as business partners. Be prepared for the questions the vendor will ask to determine if you are a good fit for a channel partnership, such as:
- "What is the potential for the partner to drive business for us?"
- "Is the partner open to letting us help them build their business?" (Vendors who employ good channel practices help their partners build their businesses.)
- "What is the partner's financial status? Do they have a solid and functional business practice?"
- "Does the partner have expertise in my product or service area, trained and qualified sales, and technical teams? Do they value investing in training and certification?"
- "Can the partner introduce my products and services to new industries or geographies?"