You must be a strategic product.
A “strategic” product is one that justifies a reseller allocating
at least one full-time salesperson to take responsibility for the product.
In order to cover the fully-loaded cost of one salesperson, the reseller
will need to generate at least $200,000 in gross margin just to break
even, or sales of roughly $400-500,000 at list price. For most products
this means selling a number of licenses, which in turn means that the
salesperson gains a deeper knowledge of the product, he becomes more confident,
and ultimately more effective. It is human nature for people to sell what
they know, and avoid presenting something that is unfamiliar.
What The York Group can do.
If you are not a strategic product for a reseller – you are most
likely already disappointed by the lack of sales. However, your technology
can be elevated to a strategic level within a reseller organization
resulting in orders of magnitude revenue improvement.
The York has three programs for this purpose:
1. Channel program audit. In many cases resellers don’t sell because
the vendor does not have a good channel program to support the channel.
If the resellers feel orphaned, or if they question whether the vendor
is really willing to be a good partner, they won’t invest in the
product. The York Group can review a vendor’s current program,
and make recommendations for improvements that will produce a greater
commitment from the partners.
2. Channel partner audit. The York Group has a comprehensive partner
audit and management program that is designed to analyze the performance
of existing partners, and to evaluate whether an under-performing partner
is willing to make the commitment necessary to drive revenues in their
market. With The York Group’s in-country presence it can conduct
the evaluation in the local language, and provide you with specific
recommendations on how to improve the relationship. This will include
steps you might need to take in order to become a better partner, and
action items that the reseller will commit to implementing.
3. Local partner management support. With The York Group’s international
presence it can be your “feet on the street”, working with
your local partners to make sure that marketing programs are being implemented;
improve the communications process; and help clear up problems that
can be a barrier to successful selling.