CV_JulAug_21_3

T he call to “buy local” is an effort that supports smaller scale, locally owned businesses that are more connected to their communities than larger national or international entities. While we normally think of this cry applying to retail outlets, it easily pertains to the telecom sector relative to major carriers and the agents they keep. Whether a master or a sub-agent, working through the channel provides the sales service vendors need to succeed on the global stage. “Direct sales programs are a much larger investment than working through the channels,” said Donagh Kiernan, founder and CEO of the Tenego Academy. “Most custom- ers are used to buying from a local provider; I think that’s just the nature of that particular type of product, so it sells well through channels.” The Tenego Academy provides an end-to-end international sales devel- opment service for technology compa- nies. It has developed best-practice methodologies and processes for identifying, prioritizing, selecting and winning markets, customers and partners while accelerating sales. Kiernan said that in the telecommu- nications space, “very little difference” exists among international carriers’ product and services. Because of that, “the customer will go more on the recommendation of a local provider.” He explained, “That is where the trust lies.” So, the vendors’ battle is for the right partner, “because that is where the recommendation has the power.” “It is very difficult to do direct sales internationally because the international player has more difficulty gaining that trust and competing against the local reseller, who has the trust,” Kiernan said. He added, “There are two aspects to remember: local trumps the host and a specialist trumps the general- ist. If you are local provider, you want to talk to people locally, because it’s easier to build a relationship, but a generic provider may not know all about your area’s specialist needs.” The States of Nations Getting started in the international market is no easy task. Each country has its own rules, regulations, fees, taxes, etc., to which a company must adhere. It’s also a big reason to partner with a local reseller or distributor. “Every company has its own focus area,” Kiernan said. “You want to define the ideal company focus and then identify those local professional resellers that are selling to those types and size sector of companies.” Once that is accomplished, a partner proposition that aligns with the respective nation and local area’s rules and regulations and with the local partners can be created, Kiernan said. The partner should know how to negotiate for what it wants and expects. “You want to give your partners more of what they are seeing already,” he continued. “So maybe you can give them more services or a product that will open up a whole new customer set; you give them more of what they are looking for. “Your proposition is not only about revenue sharing, it’s about how you want to improve that particular partner’s business,” Kiernan said. “How are you going to help them sell more, enlist more customers, develop their capabili- ties so they can shine better than their competitors in the marketplace?” By Bruce Christian GLOBAL PARTNERSHIPS PAVE THE WAY TO ‘BUY LOCAL’ INTERNATIONAL AGENTS 58 CHANNEL V ISION | July - August 2021