In today’s channel environment, we see vendors and distributors leading the market discussion. Though that is the general practice, but considering that at the end of the day it’s the resellers who are engaging with the end-users, I believe they should have a bigger say.
Channel partners should be open and communicate to the vendor or distributor about what is working or not working out for them and why. And vendors and distributors should take their opinions seriously while going about a market strategy. Besides facing the customer, most channel partners come with many years of regional experience. Quite simply, experience talks. Today, if you go down to the computer street in Bur Dubai, you will find enough players who have been in the channel space for around two decades or more. Personally, I find it interesting to hear their experiences and observe the evolution of the channel space through their perspective. Imagine the wealth of information a new vendor could gain simply by taking time out and sitting down with an old-time reseller. It is also equally important for the vendors and distributors to get to know their partners beyond the business realm. I read the other day that the CEO and Founder of Dell, Michael Dell, sends Christmas cards to partners and regularly calls them to see how they are doing. The good old ‘personal touch’ could be the missing piece of the puzzle here.
Resellers should definitely play a more active role in business strategy discussions and put their foot down when required. And I don’t believe there is a vendor or distributor out there who will disagree. After all whatever enhances the business can only be a good thing.
At Reseller ME, we are focusing on having a more active reseller participation in the magazine and I want to take this space to invite distributors to write to us about their top five reseller partners. And we can look at understanding their business better and highlighting their problem areas. In the August issue, we have spoken to Tarun Nandi from Blue Bell Computers, a reseller with a wide range of experience in the channel. And I believe the points he has highlighted – employee turnover and credit issue – are something all channel players should pay closer attention to.
On a closing note, hope you all had an excellent Eid and is now prepared to face the post-summer eventful months ahead.
