EDITOR ’ S COMMENT
A CHANNEL FOCUS AND STRATEGIC ADVANTAGES POSITION PARTNERS FOR SUCCESS
HAYDEN SADLER , COUNTRY MANAGER , SOUTH AFRICA , INFINIDAT
Collaborating with channel partners and providing them with the necessary support and value adds is necessary if vendors are to overcome the challenges that the industry is facing . Hayden Sadler , Country Manager for South Africa , Infinidat , tells Intelligent Tech Channels that cutting out channel partners now or adopting a hybrid sales strategy puts vendors in a difficult position because lost trust can last a lifetime .
While many vendors have always taken a hybrid route to market approach , challenges brought about by the pandemic and economic upheaval has created a more competitive environment resulting in many vendors taking a more direct sales route . By cutting out channel partners now or adopting a hybrid sales strategy , vendors may place themselves in a difficult position later on .
Rather than losing sight of the channel during challenging times , vendors should be investing in them with a long-term strategic view toward current and future growth , creating a solid vendor-partner ecosystem . Collaborating with channel partners and providing them with the necessary support and value adds is necessary to achieve this .
Lost trust can last a lifetime
When it comes to sales and revenue , some vendors are feeling the pinch . There has been a lot of pressure in terms of reduced spend , as well as prolonged project approvals , which results in shrinkage to the business . Data storage platforms in particular , are under increased scrutiny , and businesses are sweating their existing assets in many cases .
A knee-jerk response is for vendors to adopt a direct or hybrid sales approach whereby they sell directly to the end user as well as via the channel . This can seriously damage relationships and trust with partners that is essential for growth and success in the future . This trust could prove difficult , even impossible , to get back . Hence it is important for vendors to adopt a channel-centric strategy that is supportive of their partners growth whilst delivering a number of value adds to boost business on both sides .
Invest in the future
The reality is that channel partners are an integral and essential part of the route to market in South Africa and other developing countries . They are an effective extension of vendor business , helping to create a presence and geographic reach in more areas , as well as offering service , support , maintenance and other value-added services that enhance a vendor ’ s brand . Without channel partners , vendors may find it difficult to serve these markets effectively .
As a result , a long-term view of the current economic climate is to build out the channel ecosystem and invest in it further , helping to support channel partners to flourish while increasing confidence and trust .
Rather than losing sight of the channel during challenging times , vendors should be investing in them with a long-term strategic view toward current and future growth , creating a solid vendor-partner ecosystem .
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