Agents Identify 7 Best Practices for Channel Managers

In the interest of improving relationships between channel managers and agents, the Technology Channel Association (TCA) recently began holding member conference calls to determine the best ways to elevate the professionalism of this industry overall. In late July, we discussed Best Practices for Channel Managers.

Agents shared their points of view on what can be done on a daily basis to ensure the best possible customer experience. Generally speaking, agents feel that a good channel manager is one who manages relationships well, is responsive, knows how to delegate responsibility and is knowledgeable about the business overall. Agents believe a long-term bond can truly develop and strengthen with a channel manager who possesses all of these characteristics. Because of this, agents caution suppliers to think twice before shuffling channel managers unless something is broken — the channel manager/agent relationship takes time.

More specifically, the following actions and expectations ranked high on the list of suggested channel manager best practices.

1. Respond quickly to questions. Agents said the No. 1 element of a winning partnership with a channel manager is the ability to respond quickly to questions. Moreover, they said channel managers should try to learn how each agent they work with likes to communicate — in person, via phone, text or e-mail. Communication preferences can vary by generation and other criteria. Most agents said face-to-face communication is still the best way to cultivate a relationship with a channel manager, but being responsive and effective in general will make a great foundation for building trust.

2. Recognize the importance of channel manager assistance. From the agents’ perspective, a good channel manager is someone that knows their guidance is essential to making a sale. Agents rely on channel managers for their knowledge base and, consequently, channel managers must reciprocate by realizing the urgency of their response sometimes results in the agent making the sale or not.

3.Offer ways to keep the agent engaged and updated. Agents also find increased success when the vendor offers different avenues for staying engaged with the agent in a scheduled, consistent and structured way, such as quarterly calls or regular updates on new products. For example, some agents have found “Product of the Month” Webinars beneficial. Regular newsletters, live video conferencing, on-demand video training and Telepresence sessions also can be effective, they said.