Btb Guest Author
Dave Brock
If your partners are not adding value and improving the total value proposition to the customers, they are adding cost - detracting from your value proposition and competitiveness.
There are many ways partners might add value: relationships with customers is one area. Skills and capabilities that complement yours-for example implementation, installation of your products, local support, the ability to integrate complementary products for a richer solution, and others all represent potential value they might provide.
When building a channel that complements and enhances the total value of your offerings, make sure you understand one other element of value. What is the value that you provide your partners? If you are not providing them value, it is very unlikely the relationship will produce results. A way to think about this is illustrated below.
The decision to use partners should be driven primarily by filling gaps in your value proposition. If your partners add value in reaching your customers, and you add value to them, you will probably have an effective, efficient and high performing channel-creating great results for your mutual customers as well as for each other.
Partners In EXCELLENCE is the recognized leader in helping organizations develop and communicate differentiated value propositions. We are also recognized for our expertise in developing and implementing high impact partnering and channel strategies.
If you need to sharpen your tools, processes, thinking, and skills in value propositions, look at our Value Proposition Solutions, follow the link. For a copy of our free Value Proposition eBook, follow the link.
For our eBook, Partnering for Profitability, follow the link.
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Dave Brock works with organizations to help them achieve the highest levels of performance excellence. He helps them identify and execute new business, sales, marketing and customer service strategies. His goal is to have a profound difference on the lives and results produced by his clients. Dave is the founder and CEO of Partners in EXCELLENCE, a leading business consulting company. He has held executive roles in IBM, Tektronix, and other large technology companies. He is an investor, advisor, and director of several high technology start-up companies.
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