Unbelievably it is time to launch the fifth and final question of the CRN Channel Debate.
This is the last question we will pose before our Channel Conference event in October. Places are running out fast, particularly as they are free to attend for resellers.
The subject of this question is about trust in the channel. Is there a lack of it?
Trust is a very important thing in business – without it – not many deals would be closed and negotiations would not take place.
However, trust in the channel, which is built entirely on partnerships – is absolutely vital.
We have seen several vendors over the years repeatedly trample on their channel partners once they have gained their trust, only to realise when it is too late, what a vital part of their business resellers truly are. It is only when they come back to resellers, cap in hand, that they can see the true value of trust.
It is true that the channel is known to be cynical about most things – but it is also a very loyal route to market – as long as all parties are happy with each other.
But once the channel’s faith has been broken, it is very difficult to earn that trust back. Do it more than once and it will be virtually impossible to build those walls.
So how much do resellers and distributors actually trust vendors? How much do vendors trust resellers and distributors?
As we all know, trust is a two way thing. Vendors need to trust resellers and distributors as well. They are not going to plough millions into their channel programmes if at the end of it, those partners turn around and pledge allegiance to another vendor, taking all their customers with them.
It is the same with distributors – do they really trust vendors and resellers 100 per cent?
How much do you trust your partners? Would you share company secrets with them?
Or ultimately is the channel always going to be run on an element of mistrust?
Perhaps it helps all involved to stay on their toes and not to take anything for granted. What do you think?
We welcome all views and thoughts on this topic – vendors, distributors and resellers are encouraged to share their thoughts.
Please leave your comments at the bottom of this article and remember to include your name, job title and company name. Don’t forget to take part in our poll on the subject as well.
Many thanks for all your support.
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