Channel customers in SA are far more demanding of commitment and personal relationships than elsewhere in the world.
That is the contention of Christopher Devlin, Computer Associates (CA) channel sales VP and Marcel den Hartog, CA marketing manager.
"SA is well known for the importance of personal relationships," says Devlin. "There are totally different personal relationships between clients, channel partners and CA than in other countries."
Hartog agrees. "Marketing in SA is much more personal. Relationships are much deeper than elsewhere."
Apart from favouring a more personal approach, there is also a demand in SA for people and companies that are committed to the local market, says Devlin.
"Some countries, like SA, are more channel-centric than others," says Devlin. "African countries tend to suit channel business because end-users are more disparate and partnerships are important to market development and growth."
Hartog says the unique nature of marketing in SA highlights the fact that there are different concerns in different parts of the world requiring unique approaches. "That`s why we rely on local channel partners to get it right for us."
This is often said to be particularly true in Africa, where local conditions differ greatly from elsewhere in the world, and even within individual countries in the continent. "Customer requirements differ from Cape Town to Johannesburg," points out Hartog.
Devlin says CA`s "One Partner" channel programme is particularly well suited to such conditions. "The programme enables partners in any locality, whether they be in Nairobi or Johannesburg, to pick and choose what is needed from CA."
In addition to the emphasis on personal relationships, South African channel partners are known for specialising in fewer areas for higher value service. "We find that partners in regions that have had to do things on their own can deliver better value because they have learned the business from the grass roots level," says Devlin. "There is not the same reliance on CA, and the issues we get are real."
Devlin says this greater self-reliance makes SA a very attractive market. "Channel partners have the expertise to deliver excellent service, and as regions go, these days southern Africa is more stable than many others."
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