Are your customers that are my customers happier than only your customers or only my customers?
A few years ago, a CEO took the stage at his international conference to address his channel partners and value-added resellers. As most conference speeches go, it was designed to entertain and motivate the attendees.
My ears perked up when he said, “Customers that are brought to us by a channel partner are happier than customers that come through our direct salespeople."
Wait a minute! What?
He explained that it was for some combination of these reasons.
- The customer liked/respected the partner and gave the CEO's company the benefit of the doubt.
- The customer saw the CEO's company as an integral part of the partner's solution.
- The customer felt that both the CEO's company and the channel partner as working to make the customer happy.
As the world changes and buyers spend more time online, they’ll continue to research products, services, solutions, but they’ll also look for successful vendor/channel relationships, integrated offerings and seamless engagements. How will you fare?
Feel free to share with your channel partners or manufacturers.