The 8 steps to becoming an indispensable Channel Partner

Establishing partnership relationships with NASC Members is one thing; being an indispensable partner to them is quite another. The NASC vigorously assists its Channel Partners in developing mutually beneficial relationships with other IT and related technology Members. Equally important, the NASC also educates its Members on the value of forging stronger working relationships with their NASC Channel Partners.

All working partnerships consist of at least two individuals or business entitles. For purposes of this discussion, we refer to the individual (or business) with the technology need as the Member, and the individual (or business) who fulfills the need as the Partner. When a partnership is working well, both the Member and the Partner are satisfying specific needs. Applying scientific terms to this process, the partnership is said to be in a state of symbiosis called mutuality. Such relationships, once established, tend to be long-term and mutually beneficial.

A common mistake of many IT and technology-based partnerships is that they are based on mere consultancy-style services. In other words, the Partner approaches the relationship as if the Member’s only need is information. The Partner theorizes, “If I can just educate the Member about my new product or service, he or she will naturally buy it.” Business is just now discovering what nature has known for thousands of years; that mutually beneficial relationships will not survive if they are only superficial.

The NASC promotes healthy partnerships by educating the parties to what it takes to make one work. These guidelines can also be viewed as the qualities an ordinary partner adopts to become an extraordinary one. Not surprisingly, this information applies to both the Partner and the Member.

1.   Technical know-how: A great Channel Partner possesses technical know-how, and equally important, excellent communication skills. Discovering what any Member needs, however, is only half of the equation. The Channel Partner must also be able to educate the Member about the exact nature of the problem, what possible solutions may exist, and how to select and implement the best one. It is easy to become intimidated by the complexity of technological problems. This can lead to frustration, especially when the Channel Partner fails to understand that behind every problem is a person who must ultimately decide what to do. A great Channel Partner understands that every great partnership places the “person” before the “problem.” To show Members that they understand this dynamic, Channel Partners can utilize the NASC Members Resources service.

2.   Strategic thinker: A great Channel Partner is a strategic thinker. He or she is able to examine needs and then calculate effective, long-term, results-oriented solutions. Short-term “band-aid” solutions may provide temporary relief, but in the long run, can often result in unexpected problems and cost overruns. A strategic thinker uses a long-range snapshot to teach the Member how to separate “needs” from “wants,” prioritize needs based upon time and budget constraints, and adopt an appropriate implementation plan. Through the NASC Member Connections service, Channel Partners have the perfect platform to demonstrate these capabilities to a wide range of IT Members.

3.   Budget-conscious: A great Channel Partner understands that a budget is not an impediment to a solution, but rather, must be part of the solution. An average Channel Partner often views budgets and solutions as antagonistic. The great Channel Partner, on the other hand, knows that such a limiting belief stems from a lack of creativity. He or she is resourceful and can distinguish between “high tech-high cost” and “low tech-low cost” needs so the Member’s budget can be allocated accordingly. NASC Members know that they can trust their needs to Channel Partners who fully subscribe to the high standards set by the NASC.

4.   Experienced troubleshooter: According to the law of entropy, all systems are subject to an inevitable and steady deterioration over time. Simply put, technology-based items will eventually break down given enough time. Since businesses are becoming increasingly dependent on technology, the need for Channel Partners who are skilled at troubleshooting is at an all-time high. A great Channel Partner is skilled at deductive reasoning and can assist in solving complex problems within budget constraints. The NASC provides an excellent opportunity for Channel Partners to showcase their troubleshooting skills through the NASC Member Tech Forum service.

5.   Multifaceted talents: Technology has become so specialized that being a Jack-of-all-Trades is difficult if not nearly impossible. This does not preclude, however, a Channel Partner from offering a wide range of products or services. One of the qualities that a Member should look for in a great Channel Partner is the ability to meet a wide range of needs. Being able to deliver cross-platform products and services offer definite advantages to Members. The most beneficial of these may be having a single point of access for information, products and services, accountability, and support. When Channel Partners must collaborate to solve problems and fulfill needs, they can easily turn to the NASC Member Subcontracting service.

6.   Savvy decision-maker: The business world is both influenced and fueled by advertising. Colorful, bold, gaudy, amplified, dubious, and vague are some of the wide-ranging adjectives that describe modern marketing messages. The experience and savvy of a great Channel Partner can be relied upon by Members to help distinguish between marketing hyperbole and substantive fact. A Partner’s knowledge can be invaluable to a Member who needs help deciding which technologies to purchase and then implement. Channel Partners can help build trust with IT and related technology professionals by joining them as Members of the NASC.

7.   Pulse on the industry: The pace of technological advancements is growing at an astounding rate. The problem of keeping technologies updated, functional, and affordable is also growing. A great Channel Partner already understands these developments and can offer timely advice to Members on the best course of action. An upgrade of existing technologies may not be as attractive as the allure of purchasing new. A great Partner, however, can help the Member navigate through the options and tell whether the upgrade or the new purchase is the best choice to keep the Member competitive. The NASC is the perfect platform to help Members take the pulse of the industry through its Channel Partners.

8.   Bilateral relationship: The NASC knows that the best relationships are those built on mutuality of service and respect. IT and related technology professionals often view themselves as mere consumers and their Channel Partners as mere suppliers. The NASC, however, encourages its Members to ask themselves what they can do for their Partners. The answer to this question may be best expressed in the form of an attitude rather than a specific action. If Members are able to think in terms of what they can do to help their Channel Partners, the relationship will become even more indispensable. The NASC values the respective roles Members and Channel Partners play in raising the standards of the IT and related technology industries. By joining the NASC, Members and Partners work collectively to develop strong and profitable partnerships.