Channel Partners: Learning Leads to Selling

Being a part of an educational ecosystem is the best way to ensure ongoing sales.Every sales rep has a go-to tool to help make sales. Maybe it’s an emotional pitch. Maybe it’s a close relationship or spending time building trust. These are useful enough, but there’s one tool that’s often overlooked, but never should be. It’s ongoing learning, and every sales rep and channel partner out there should know how valuable it is to keep as current as possible on what’s being sold. If partners do not stay relevant and up-to-date on technologies and how to sell them, another technology advisor will step in to take their place.

Why Should a Channel Partner Take Ongoing Learning Seriously?

A channel partner that keeps up with learning allows several important advantages to take hold.

No costly stops-and-starts. Those who try to pack all their learning into one blast every so often incur substantial costs, and not just in course tuition. Having to stop other activities while getting caught up on the latest developments represents an opportunity cost, allowing competitors to make inroads while the partner in question is busily cracking the books.

Better chances at sales. It goes without saying that knowing one’s product is one of the best ways to make sales. The benefits of being educated are two-fold:

1)  It allows the partner to more effectively demonstrate a product’s value and illustrate the value proposition at hand. When customers object—and there’s almost always an objection somewhere—the partner is better equipped to take on that objection head-on and walk out the other side.

2) Staying educated about technologies enables partners to feel more confident in their conversations with customers, and allows them to stay a step ahead of their competition. Guiding customers through new technologies will be the clincher for recurring sales.

Developed relationships. While this relates to the last point, there’s something to be said for developing a reputation for expertise. When businesses discover their sales reps are knowledgeable about a certain point, it opens up a path for those businesses to consult sales reps about technology strategy. The astute channel partner will, naturally, be ready to upsell.

Improved Learning Quality. Some might say that it takes time to be an expert anyway; what’s the difference between spending 10,000 hours all at once or 10 hours a week for a thousand weeks? For technology, the difference is simple: technology is what’s known as “auto-catalytic.” New developments follow from old ones, so the more that’s understood about old developments, the faster the new ones can be internalized and capitalized upon. It becomes easier to learn new technologies when old ones aren’t foreign.

How Can a Channel Partner Best Keep Up With Ongoing Learning?

Keep up with all the changes in a product line by joining a product ecosystem. MicroCorp, for example, has The Solutions Alliance, a portfolio of vetted IT service professionals to help keep channel partners in the loop and to ensure they deliver your customers top-notch service. For those who want to keep up and keep ahead, just drop us a line to get started.

About The Author

Phil Keenan

President
Phil has over 30 years of experience in telecom and unified communications. With his deep experience building innovative channels to market, Phil directs strategy to deliver high value, partnerships and solutions.

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