The rapid pace of innovation in the channel can make it difficult for partners to keep up with the competition. Do you want to continue to sell to your customers for the long term? Join an ecosystem like The Solutions Alliance.
It’s the last thing most partners want to talk about because it’s the topic they are the least familiar with, but as security evolves, it becomes impossible to avoid.
Customers want to discuss security, and for good reason. The cyber landscape is changing for individual users, giant corporations, and governments alike. Partners need to understand why customers are interested in security and be able to have a discussion with them about protecting networks. But how do you talk to your customer about a topic outside your wheelhouse? There are a few tactics to take.
Don’t try to onboard it all.
For partners to be relevant in the year (and years) ahead, they need to transform their main expertise into new areas, and you cannot train your way there. The landscape is changing so quickly — by the time you’ve trained yourself and your team on something like security, it’s evolved further. It is more worth partners’ time to connect with experts in order to broaden their own expertise.
Partner with purpose.
Our Team Alliance Program (TAP) was designed with these problems in mind: partners want to be able to speak to all customer issues, but don’t have the time or resources to become experts in every field. TAP allows partners to connect with experts in cloud, security, SD-WAN, and other technologies to get in on the knowledge while maintaining relationships with customers. The program is an ecosystem for education and partnership that will help you stay successful as technologies change.
In the end, it’s about trust.
You are your customer’s trusted advisor, so it’s important to maintain that level of credence. Acquiring a customer is the largest cost your business incurs — better to keep the ones you have. Partnerships with experts can help you stay relevant for your customers and devote time to maintaining your relationships with them. And that means that the future of the partner will be more about customer service than anything else.
These themes can apply to not just security, but multiple other technologies and systems that befuddle the partner. Take advantage of TAP and the MicroCorp’s ecosystem of experts to be the partner your customers want to keep.