CHANNEL MANAGEMENT will need to be a discussion of what wide area network protocols are being deployed by most businesses today and why. This likely will lead to a discussion about security now, too, since MPLS and frame relay were private networks and secure by nature. In every facet of the business, from payroll to call center to security, advances have been made that buyers are unaware of. Smart buildings were an expensive and complicated project seven years ago. Now, due to diminishing occupancy rates and human foot traffic in office buildings, a property owner may have to implement smart workplace solutions to save money on energy costs, as well as secure unleased space. This project may not even have been on his horizon. If the advisor is only focused on the product they were looking to push, much opportunity will escape them. Less sales will be made. Having a conversation about business initiatives and what keeps the executives up at night may seem like something from a sales training session in 1995, but it is those very discussions that uncover the opportunities to serve the business as a “trusted advisor.” To have those discussions though, preparation is necessary. Doing a little research before a call or meeting might involve reading the annual report, checking out career pages (and other aspects of the company website), hitting Google news and LinkedIn. There is a lot to glean about many businesses and the decision makers themselves from these and other resources, if the salesperson just takes the time. Obviously, having these conversations and doing this preparation isn’t transactional. It is part of a process to build a long-term relationship in order to serve the business, its employees and its customers. Today, partners can sell an abundance of solutions from physical security to cyber-security to HR software and CRM to backup solutions required to survive a ransomware attack. Partners can sell EV charging stations, energy savings and IoT. The only limit on a partner today is their willingness to address new vendors and solutions. At the upcoming CVx 2023, partners can learn how to have these discussions and where these discussions lead. o Peter Radizeski is president of RAD-INFO INC., a telecom strategy and marketing consulting agency. He is a sales trainer, writer, consultant, and speaker. He is available to speak at your events on channel, marketing, strategy, or sales. 63 MARCH - APRIL 2023 | CHANNELV ISION Simwood's white-labelled PBX service for Partners who want the best. Want to see our secret weapon? Book a product tour today 629-252-0100 team@simwood.com
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