Earlier this year, Gary Bixler, CompTIA’s vice president of global communities, led one of the weeklong sessions, relaying a number of tips and tricks for tech vendors to be more successful with their partners. Each class tackled different aspects of channel partnerships and provided proactive steps that vendors could take back to their respective companies.
The need to better understand your partner base was impressed upon Bixler several years ago when he worked for a global tech vendor. On a business trip to Singapore, Bixler visited a technology mall, common in the region, to talk with various partners selling his company’s products. Everywhere he went, his group was welcomed with open arms and the partners talked about the value of relationships. But after Bixler’s initial flight home was cancelled, he had an extra day and went back to the mall alone and dressed casually. It was a much different visit with the same partners.
“I tried to engage in conversations, but the salespeople refused to talk, refused to talk about selling our product. It was an eye-opening experience,” he said. “I thought I knew how our business was operating and how partners were engaging and supporting us in that region. I was missing some big things.”
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