“Promising and performing are two different things.”
This famous saying is applicable for the scenario prevailing in the IT channels business. Every quarter of the financial year witnesses companies announcing new strategies, schemes, incentive programs to penetrate deeper into the market. Though a meager amount of initiatives actually reaches the target audience.
A high amount of dissatisfaction is witnessed among the channels, especially in the smaller cities as they feel that vendors seldom honour the promises made. Understanding the nuances of the market is what is generally lacking while deciding the strategies for the market.
The common consensus of the partners across the country points out that it is difficult to implement the strategies that are being announced by the vendors due to the difference in market scenario across regions. Eventually, they end up implementing something that does not prove beneficial for the local market as well as the channel community.
Due to this, the regional markets often face several problems related to stocks and services. A particular brand might not do well in a local market due to the non-availability of the service center. Shortage of supply is also one of the problems faced by the partners. The partners remain ignorant to the latest products launched in the market. “Schemes don’t reach us on time” is again one of the most common complaints by channels.
It only demonstrates a lack of communication between the vendors and the channel partners. It’s understood that the sales force hired by the vendors are often not too keen in studying the market needs. Companies often claim that they have their sales team in place to cater to the problems of the local channel community. Ironically, the principal company remains oblivion to even monitor the performance of its team.
Thus, it’s necessary to work extensively at grass root level. The vendors should have a strong database of potential channel partners who can actually help in pushing the brand in the market.
To avoid these concerns, the communication tools like mailers, SMS, road shows and campaigns should be well placed so that the fraternity is informed about the company’s plans.