Series III - Part 3 DECEMBER 04, 2007

The key to selling IT products, services and solutions to the US and Canadian SMB market (10 - 500 seats) is leveraging the VAR channel. This is most successfully accomplished by considering all stages of the Channel Sales Cycle and how it fits your specific situation. Continuous open dialog between the Vendor and its VAR partners is imperative. To that end, a series of workshops and webinars have taken place over the past few months. The articles here, in this fifth of nine Special Editions of Channel Advisor, have been supplied by Industry experts. For further information and to register to attend, click HERE.

Part 1 of 2: The Recruitment Specialist
Channel marketing isn't about recruiting channel partners. Recruitment, on its own, is usually expensive ... and not productive.
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Part 2 of 3: The Lost Middle
In the last edition of Channel Advisor, I proposed that vendors segment their partners into three categories: Eagles, Fishers and Fish-Buyers. In simple terms, the idea is that some partners have a process and culture in place that allow them to effectively fish for new business on their own (Eagles). Some partners, with a little care and feeding, can learn to fish on their own (Fishers). Yet, other partners will always rely on others to do the fishing for them (Fish-Buyers).
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TIPS AND TECHNIQUES: Price Protection and Demand Generation
Balancing inventory levels; creating successful demand programs; and taking advantage of cross-sell and up-sell opportunities are just a few of the ways you can maximize your company's success.
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