Friday, April 24, 2009

On your Channel Sales Performance hinges the effectiveness of your CRM

When successful, CRM ties together all partners along a  businesses' value chain. There is a need to integrate and coordinate the efforts and goals of your sales, marketing and product service organizations with those of your channel. For B2B companies, however, that go through independent dealers and distributors, this need to share, integrate and forge partnerships creates a major stressor:  successful CRM demonstrates cooperation, integration and interdependence between separate, independent businesses. The independence of our channel partners can pose a risk or present a problem. We as the providers of products and services need our channel partners to represent our offerings profitably, effectively and efficiently. 

One value a company can offer to its channel members is to strengthen dealer operations: for example, history has shown that programs designed to focus dealer business performance,  dealer development, dealer excellence and certification and accreditation have strengthened both the overall operations of the dealerships but have also enhanced the performance of channel sales people. Help the independent business  people become better at what they do and how they represent your products and how they manage their business and operations.
Building strong customer loyalty and a depth of product usage relationships and a great customer experience management framework for B2B firms means that your channel partners play an immense role.  Teach them that Professionalism, consistency of product representation, strong product and service knowledge, strong communications skills, and the ability to sell value are crucial. Then help them reach for their own world-class performance. Your CRM effort will be much better off for the effort. 

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