How Channel Partners and Tech Companies Can Thrive in Times of Change

COMMENTARY: Companies rely on channel partners to deliver solutions and services and valuable insights to the market. In the current business climate, both channel partners and technology firms recognize that providing a product alone does not meet client needs. Customers encounter constant change and unforeseen challenges.

This uncertainty allows technology companies and channel partners to reshape their roles and assist customers in new ways. Channel partners help customers manage change through collaboration, innovation, flexibility, and experience. This enables customers not just to survive, but to succeed in a chaotic environment.

For many channel partners and their customers, the only consistency is change. But there are ways to use that to gain an advantage in the market. Here are areas of opportunity for channel partners to change the game — and differentiate offerings.

Don’t underestimate the power of hands-on experiences

Consistent change causes customers to dwell on or rethink decisions. The pressure to make definitive decisions and be certain, while also knowing that change lies around the corner, can make it tough to be confident. It leads to longer deployment times as customers wait for the perfect moment (which very rarely exists) or stack up evidence through researching products and solutions. It is understandable, and yet able to be navigated if technology companies and channel partners can tip the scales and deliver with confidence.

To address this, technology companies and channel partners should move beyond standard sales tactics to build trust and encourage action. McKinsey reports that providing hands-on experience can improve customer satisfaction and engagement by up to 30%. Allowing customers to test technology directly increases their confidence and speeds up decision-making. Channel partners can bring customers to experience centers or offer on-site demos, creating personalized interactions that help customers fully understand a product’s features and value — going further than simple remote demonstrations.

Bringing customers to the technology builds a bond of trust and confidence in planning new solutions for their business. This hands-on approach can foster a valuable partnership, ensuring customers feel fully supported and confident in their decision-making. Also, partners can create a smooth, cohesive ecosystem where tutorials and discussions can strengthen decision-making while consistently delivering value. Giving customers access to informative partners allows customers to get to the root of the issue, get questions answered in real-time, and get expert guidance to finding the right solution for their needs.

Balance predictive and preventative approaches with flexibility and agility 

A successful partnership can drastically change a simple transaction into a strategic relationship. Technology companies can then use the partner insights to ensure they are creating the right solutions — or innovating and engineering the right updates that positively impact the customer’s business. In fact, more than 60 percent of B2B buyers cited strong knowledge of their industry as a top consideration when selecting a vendor.

Instead of just blindly restocking products, partners can provide essential information about emerging trends and customer needs that dictate which SKUs or models should be available to deploy, and where tightly allocated resources should be sent. This promotes both profitability and business health, while ensuring an “always ready” approach to customer relationships. This shows the end user you are understanding and prepared to solve for their unique business challenges.

This concept becomes even more powerful when partners offer predictive and preventative support, once a solution is in the market and deployed with customers. Monitoring customer environments, using software to schedule repairs, and reducing uncertainty are good applications of value-added technology that boost the value a technology vendor and channel company can provide to end users. It is another means to establish trust and fulfill the promise of an always-on, attentive approach to customer service and experience. For example, a technology company can monitor battery and device health by using real-time analytics to understand when a repair or update may be needed – and stock it or offer it before issues happen. These insights provide ways to better manage technology to minimize downtime and increase productivity. 

Invest in training, development, and communication channels

For any partnership to thrive, ongoing and clear communication is essential. This includes communication between the technology provider and channel partner, and communication with end users and customers. Consistent alignment between technology providers and channel partners is a must before interactions with customers. The goal is to feel like one team — a united front, while respecting the unique individual aspects of each brand and organization. This requires a commitment to shared knowledge and a consistent message. Strong training and development programs are crucial for establishing this alignment. Consider ongoing virtual webinars, joint site visits, and regular updates on product changes and new solutions as technology ecosystems evolve. By offering updated marketing materials and other resources through partner portals, teams present a consistent, knowledgeable front — and maximize cross-selling opportunities.

This mutual investment in knowledge and empowerment fosters a sense of unity, making partners feel like an extension of the technology company itself. While this investment can sometimes be overlooked or deprioritized in the chaotic and fine-margined business environment, a disciplined approach must be taken. In person gatherings are an important part of the equation — but just as important are always on digital partner portals, where information can be updated quickly and easily to represent the latest product, solutions, and services. Virtual and in-person trainings help partners stay aligned and contribute to shared goals. This ensures that everyone is connected and working towards the same goals.

Strong channel partners are critical to customer satisfaction

Customer challenges will continue to grow more complex. Solving for them relies on combining the knowledge of technology companies and channel partners. By bringing together the right solutions with a strong network of trusted partners, customers get more than a “tool.”

Channel partners are the face of this promise, deeply ingrained in the customer's business and daily operations — with technology companies serving as the backbone, supplying the innovations and supporting customer success.

When everyone believes in the mission of helping customers and collaborates effectively, organizations can fulfill promises with pride — while customers have confidence knowing they have a team of experts backing them and ready to solve their challenges. 

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