By Debbie Hunter, channel manager of 3Com SA
Today`s IT industry is undoubtedly more than ever built on relationships. Therefore, it is critical that as a channel company we add value to our partners` business, which we believe in turn leads to loyalty and subsequent returns on our business.
If you have a strong relationship with your partner, you`ll have a loyal partner. As most vendors we expect a lot from our partners, but we also understand that you have to give as much as you want to receive. And this is where the channel manager`s role is key.
Channel managers have to, on a daily basis, look after their partners and their unique and South African-based needs. Despite the fact that most channel programmes are deployed globally, each country has its own requirements. It is, therefore, very important that channel managers ensure these local needs are adhered to via streamlined channel programmes that fit local climates.
Indeed, being dictated to by an international entity and not always being able to fully localise channel programmes are real problems faced by South African channel managers today.
It is also important to, as a channel manager, breed reseller loyalty. Most partners have to commit to a number of channel programmes, with different criteria. We have to ensure they enjoy some mindshare, which is again enabled through streamlined channel programmes and strong vendor support.
Another key problem is the remoteness of SA, which creates its own logical issues.
The sheer number of partners and their geographical disparities also mean that channel managers must ensure continuous and consistent service delivery to all companies, regardless of their physical locations.
Today`s local channel managers have to do more with less, as we`re in dire need of more resources. Therefore, focus on your loyal partners - those that deliver on what they promise - gone are the days of chasing after partners that show no commitment and dedication.
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