Twelve months after the launch of voice and data solutions provider, Storm's, channel strategy, 100 national agents already contribute 15% of the company's turnover. The secret, according to Storm managing director Tim Wyatt-Gunning, is to forge a close partnership with your channel partner.
"A year ago, Storm set out to differentiate its channel programme with a single objective: to weave our channel into the very fabric of our company, our culture and our sales efforts," he says.
In line with this strategy, Storm dedicates much time and other company resources to its channel programme - a strategy that has yielded excellent returns to date.
Among its most successful initiatives have been the recruitment of regional channel managers and the introduction of an exclusive channel section called The Agent Zone, to the Storm Web site.
Other supporting activities that have been well received by Storm's agents have included sophisticated sales training, assistance with presentations to ensure a uniform and professional face to the market and a variety of fun-filled communications activities such as themed competitions. These are always well supported and do much to help draw the channel closer and allowing agents to share in the work/fun balanced Storm company culture.
Wyatt-Gunning continues: "The Agent Zone was introduced to ensure that the agents received good service from Storm and so were able to offer improved service to their clients. The dedicated channel managers address agents' needs quickly and efficiently to ensure that they feel considered and accommodated at all times. Agents have also told us that regional channel managers, such as Natasha Winkelbauer in Johannesburg, are key drivers to the success of our programme as these managers play such a crucial role in acting as the human interface between Storm and its agents. We see the channel as part of Storm, rather than an optional extra and we are looking to building long-term and mutually beneficial relationships with each agent."
As part of the drive to support the agents further, Winkelbauer felt that it was vital to employ a programme that incentivised beyond mere commission.
"Storm has a competitive commission structure, but we felt that we needed something extra to ensure loyal, long-term and, hopefully, fun relationships with our agents. For this reason we launched the Agent League on 1 September 2003," she says.
The Agent League is a points-based programme that rewards the top three selling agents nationally each month with prizes such as DVD players. At the end of every year, the overall winner receives a well-deserved holiday. Winkelbauer adds: "The programme has only been running for three weeks and we are already feeling its benefits. Our sales, through the agent channel, have doubled for September and the feedback we are getting has been very positive."
"Storm is committed to the ongoing support of the agent channel and, under the direction of Winkelbauer, we are continually looking to introduce creative and meaningful programmes. Hopefully this time and investment will see continued growth through this channel," concludes Wyatt-Gunning.
Storm is the South African retail brand for STWS, a leading low-cost voice and data service provider for the African market. Focusing exclusively on the needs of business users, Storm was launched in Cape Town in June 1999. Storm's goal is to challenge the major players in the telecoms market by consistently providing innovative voice and data products and services that help companies to communicate more efficiently and cost-effectively.
Storm currently provides over 4 000 South African businesses with a range of high quality voice and data communication services including Storm international, Storm cellular, Storm access, Storm fax and Storm sms. Storm international lowers the cost of a business's international calls through its latest callback technology. Storm cellular and Storm fax reduce the cost of calls to cellular phones and the sending of faxes. Storm offers Internet connectivity, which includes domain name registration, Web site design and server hosting services. Furthermore, Storm is positioning itself to offer converged voice and data services on one network, once deregulation of the local telecommunications market takes place.
Owning and managing its own network, Storm will continue to differentiate itself in the South African market by providing value-added services such as its newly launched Customer Zone and VOIP (once legalised).
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