Carriers, It’s Show Time

Carriers, it’s time to step up your activity level and participation at the channel partners shows. I believe the PHONE+ Channel Partners Conference & Expo provides agents two great opportunities. First, if we are looking, then it’s a good time to research and review new products, new services and new providers. Second, and more importantly, it’s the best time to build relationships with the people at the carriers that we work with throughout the year. Not only is it a time to put a face with the name, but a time to meet, visit with and really get to know each of the people in charge of billing, customer service, provisioning, network design, etc.

Carriers, you need to understand that agents do business with you primarily for two reasons. No. 1, you have a unique product or service that our clients need and we can’t get anywhere else. (Obviously, we all know that is rare now.) And No. 2, we’ve built a great relationship your entire channel team, starting with the channel manager. The channel manager is our primary point of contact for almost everything. If that (relationship) goes away, so does our business, unless we’ve developed relationships with the rest of your team.

With most carriers, I have one or two primary points of contact. If you can increase that number, and I know who to contact for all my needs, then I will send more business your way. I want to know who is in charge of order entry. Who is in charge of provisioning, maintenance and network support. Then who is in charge of customer service, billing and the big picture for the overall direction of the company. If I really get to know the people within the organization, then I , the agent, will most likely stick with you through thick and thin. You need to bring your entire team to the show.

Agent attendance in Vegas this spring was up 29 percent, but the carrier participation was down. Now, I know marketing and travel budgets are tight right now, but you should invest in long-term relationships with agents. Be the carrier that brings all your people to the show. Spend your money wisely, but participate in all the activities – lunch, dinner, training, golf, beach parties, etc., and develop that common ground outside of the job to guarantee long-term results.

I will be playing golf in the Sterling Cup Agents vs. Carriers golf event on Friday morning. I hope to see you there.

James Lockhart is president and CEO of Telecom Management Inc. (TMi), a solution-based telecom consulting firm, which he has grown from a one-man operation to a small master agency with voice, network and conferencing divisions. He serves on the ACC Advisory Board and TMi is an ACC Presidents Club winner. Lockhart also is a member of the 2008-09 PHONE+ Channel Partners Advisory Board.