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CHANNEL
MANAGING
THE MESSAGE
By
Peter
Radizeski
Selling your partner base on selling more than network
H
ow do you convince your channel part-
ners to sell beyond network? That seems
to be the biggest problem after getting
partners to sell your network.
On a recent webinar, the carrier chan-
nel manager rambled on about the entire catalog of ser-
vices. There are two hitches with that approach. One,
he was not treating the listeners’ attention like the gold
that it is. You want the channel partner to hear you and
realize you have something valuable for them, but he
discounted the expense of the Attention. Two, he didn’t
properly prepare and forgot to include WIIFM.
In today’s world the most valuable item is Attention
– or put another way: Time.
There are so many hurdles to a webinar. First is getting
the potential attendee to read the invite; then to register;
then to add it to her calendar as an appointment. The big
step is getting the attendee to actual dial-in. After that, it is
up to the presenter to capture the attendee, prove the value
of the webinar and try to get the attendee to take action.
56
CHANNEL
VISION
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July - August 2016