The Softer Side of PRM

In a time where everyone communicates heavily via e-mail and probably spends a chunk of his or her day performing major business and personal tasks on software programs and Web-based platforms, the human side of networking might be quickly becoming endangered. However, in telecom’s indirect channel, vendors and their partners continue to see value in building and nurturing their relationships outside of mass e-mails, order submission platforms and partner portals. And while the whiz-bang partner relationship management (PRM) tools of master agents, service providers and carriers are important to agents as they choose vendors with which to partner, something else matters too — the softer side of PRM.

At a recent meeting of TMC’s Agent Advisory Council, council members and TMC staff visited Oreana Winery to taste and create their own wine blends.

“The ‘softer’ side is important because agents want to do business with people they can trust to be knowledgeable, reliable and friendly,” said Ron Ireland, president of reseller TMC Communications. “After all, if the agent partner doesn’t feel good about how they are treated, how are they going to trust us with their customer relationship? Most of our products are commodities and partners can go to any number of providers for similar services; ultimately it is the ‘softer’ side of our PRM approach that fosters the relationship and engenders the trust of our partners.”

Zachary Schechter, president of ZCS Enterprises, an agent for Telarus, believes the human side of fostering relationships is inherent to successful sales. “This has become a virtual world,” said Schechter. “[For] the people I deal with constantly on a day-to-day or week-to-week basis, [it] makes a world of difference to know them and to socialize with them in person. Besides the obvious benefit of working with someone you can put a face to and make small talk about family, vacations and hobbies to get that extra push on what you need for the business side (I think that is Sales 101, not a dirty little secret), this also pulls the edge off the stress of the daily grind.”

Outreach. TMC’s Ireland said the reseller places a high value on personal outreach, and the company’s channel managers are on the phone constantly checking in with their agent partners. “As simple as it sounds, these regular phone calls keep TMC’s name in front of a sales force that is constantly bombarded with e-mail and direct mail solicitation,” said Ireland. “It’s also a great way to build rapport with a geographically dispersed group that we may only see face-to-face at Channel Partner [Conference & Expo] shows.”