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Channel Partners as Brand Representatives

DiverseNet has learned as a successful channel partner that works between technology integrators and their end users that the definition of success in a program rollout actually comes from two places. There’s the technology integrator and what they see as successful, but the end-user also has their ideas about what success means.  When you have the opportunity to represent someone’s brand for them as a channel partner, it’s key to make sure you know both definitions.

1. Understanding the Brand’s Culture

Whenever we sign on to support a new technology integrator, whether they sell VoIP, digital signs, security systems, cable television, or something else entirely, our first step is to learn how they want their brand to be perceived and what they see as success.

On one level that means basic facts, like how to install or maintain their proprietary products or software successfully. But on a higher level, it also means knowing their goals as a business and what they value as important. To one integrator, a successful program rollout might mean a technician can educate the end user about how to use their new product. To another, it means the end-user always has someone on-call to come out and service the technology if needed. Only by fully understanding the nuances of these ideal outcomes for the brand they’re representing  can a  a channel partner truly be confident they’re meeting expectations.

2.Understanding The Consumer’s Needs

Once a channel partner knows what the brand they’re representing expects and how they want to be perceived, it’s time to focus on their clients. In our world, that means maybe the end-users  need a new retail POS system installed yesterday, or maybe they expect to be fully educated about how to use the security system they just had installed. Once we know, we convey both definitions of success to our technicians through a custom-developed curriculum they must complete before they can take on jobs for that client.  

When a channel partner agrees to represent their client’s brand, this level of education about the brand is definitely essential. That’s especially true if the channel partner is managing a nationwide network of personnel like DiverseNet. In our case, the end-user doesn’t even know our technicians aren’t employees of the integrator’s brand. Even if the techs don’t wear the integrator’s brand, the only difference to the end-user is the logo on the lanyard when it comes to judging their experience. They see us and the technology integrator we support as one entity. That means we must take the end-user’s needs, demands, and concerns as seriously as the integrator would themselves. 

DiverseNet takes our responsibility to provide excellent outcomes seriously. It’s our goal to do the job right the first time, every time, and we’re proud of how often we hit that goal, around 99% of the time. If those are the kind of numbers that mean success to you as a technology integrator or managed service provider, we’d love to talk more about a partnership. 

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