[Opinion] Vendors, the grass isn't always greener

I caught up with a friend the other day, who mentioned that a couple we know were having marital problems. Then she said something that stuck with me: “They think the grass is greener on the other side, when in fact the grass is greener when you water it.”

And I really liked that phrase… not just for its relevance to personal relationships, but also for its relevance to channel relationships. Too often vendors assume the grass is greener elsewhere, when the real problem is they haven’t watered the grass they already have.

Distribution reviews

We’ve helped vendors conduct formal distribution reviews when they wanted to reduce or replace distributors they felt weren’t performing. But when we created the tender document, it prompted their distributor to step up and deliver more. And usually it was because the disti hadn’t realised what the vendor really wanted. If you “water” your distributors with greater collaboration and better communication, you often get a better result than switching to a different disti.

Partner programs

Vendors often launch channel programs with short horizons - typically one quarter. But other than spiffs and discounts, most programs take much longer to gain traction. Too many are abandoned just as they’re about to pay off. A program backed with consistent commitment, support, and determination is almost always more effective than a string of short-lived campaigns.

Channel manager recruitment

I’ve written before that channel managers are fundamentally different to direct salespeople. Yet vendors often transfer direct sales staff into channel roles, then wonder why the individuals, or the partners, aren’t performing. If you want a strong channel, hire the right people, or train them properly for the role.

The grass isn’t always greener on the other side. More often, it gets greener when you water it.

Moheb Moses is Managing Director of Channel Dynamics and author of “Everything I Know About Selling, I Learned from a Tennis Racquet” 

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