Interacting with the big wigs over the last few days, brought to light some interesting trends in the channel industry. The most striking aspect was the enthusiasm that most vendors have toward developing the skills set of their channel partners. From developing innovative PC-based solutions to integrated network solutions, vendors have chalked out the roadmap for growth.
There is a lot of thought that is going in to make the partner more profitable. The realization that the channel is an integral part of growth has seeped in deep into the psyche of the vendor. No more is there the indifference toward the partners’ need. Most partners have realized that a bad reputation among its partners will ultimately result in low productivity. A classic case being the revival carried out at Samsung.
For the last few months, the company has worked hard to rebuild its brand in the channel. Armed with more products, a reinforced distribution strategy, both at the national and the regional level, and a management with a clean image, the company set out to revive its flagging image. It took up the task of clearing its outstanding dues in the channel on a war-footing.
The team at Samsung says that it has a very clear agenda: win the confidence of the partner. Four months later, the goal is nearly achieved. Partners have got their dues and Samsung has regained its image, along with its market share.
The days of partners cribbing over lack of vendor-attention and a strategic growth path are on the decline. If the Samsung example proves anything, it is the fact that the partners’ contribution to the overall well-being of the company cannot be taken for granted any longer.
Now it’s for the partners to fulfil their end of the bargain by bringing value to the brands that they sell.