Do Channel Sales Partners Have a Competitive Advantage with Buyers? [Video]

December 20, 2016 | Molly Buccini
Do Channel Sales Partners Have a Competitive Advantage with Buyers? [Video]

Executive buyers say more than 80% of sales meetings are “a complete waste of time,” according to research from Forrester.

The reason? Buyers have rising expectations, and salespeople aren’t providing enough value.

Those high expectations are consistent whether buyers are working with direct sellers or channel partners, our SVP of Strategic Partnerships Jim Ninivaggi says. Buyers don’t care who the salesperson is: they expect their rep to be valuable, helpful and to provide solutions that are relevant to their specific needs.

But, Jim also brings up an argument that suggests channel partners could provide value that gives them a chance at stronger relationships with their buyers. Jim explains in this video:

Think of your channel partner as a medical doctor.

Your doctor, like a channel partner, has the ability to prescribe several different medications – he isn’t “owned” by any specific pharmaceutical product, and therefore can offer what he thinks is the best possible solution for your specific needs. It provides both a patient, or a buyer, with one driving factor: trust. 

Related Video: 3 Big Challenges of Channel Sales Readiness

For prescribers (and organizations with channel sales teams), it comes down to making sure channel sellers are equipped with the proper tools to understand and sell your product. This means training materials and continuous learning that keep your product top of mind.

Want to learn more about channel sales enablement best practices? Check out:

Transform Your Sales Onboarding
Every company needs to prepare new reps to sell. Check out this cheat sheet for 11 ways to improve your sales onboarding program.
BTG’s Sales Enablement Success Story
Learn how Brainshark helped BTG execute its best product launch ever in this 2-minute video.
Get More Done as a Solo Sales Enabler
Sales enablement teams of one have a lot on their plates. This e-book shares 9 best practices for doing more with less.