Programs for Consulting Companies and Resellers
The old axiom that it's much easier selling a current customer
than generating a new one has never been truer. This is especially
poignant for IT services and consulting companies. Yet, are current
customer relationships fully exploited? Or are you placing a greater
emphasis on selling and providing existing solutions and services
to new customers to generate the revenue you need?
Sure, times are tough! The IT market and services industry has
taken a beating, and it's much more difficult closing business.
But, how are you managing the present situation? There are two ways.
Either one hunkers down and waits it out or you take the proactive
measures to triumph. Having the options, the latter produces the
best current and long-term results.
To take a proactive approach to increasing, let alone maintaining,
revenue and profits requires strategizing the best ways to help
accomplish these goals. This entails reviews of the solutions in
your "products and services tool bag" that are available to your
sales and business development team. The next step is providing
them a bigger "tool bag".
This is not as simple as it sounds. Expanding services offerings
without the adequate strategies and due diligence can also become
counterproductive. One should not offer the so-called kitchen sink.
Being everything to everyone loses one's identity and specialization.
Yet, one should continually strive to expand on core competencies.
Doing so will enable more cross-selling opportunities to current
clients. The other benefit is that a larger "tool bag" will increase
the likelihood of generating new accounts. Corporate America simply
does not like working with too many suppliers if it doesn't need
to.
Expanding core business solutions also generates additional revenue
from the new vendors that one partners or teams with. This is both
from a licensing and services perspective. But, there are also caveats
to this.
Not all vendor channel programs are created equal. This is true
for both the core program as well as for the degree of support provided
their partners. Many vendors' alliance programs and departments
were dramatically curtailed in the past two years due to the slowdown
in corporate IT spending. This needs to be taken into consideration
in entering new relationships or alliances.
"Entering a channel program with any potential vendor in a specific
niche and then anticipating that leads or vendor-supplied projects
will automatically follow is not today's reality. If it were that
simple, then every vendor-partner relationship would be hugely successful
for the partner."
We, at The Taylor Group, will help you with all the aspects of
developing and managing your alliances with existing and new vendors
so as to maximize your returns.
Our Alliance Development and
Consulting services include:
Current Vendor Assessments
Competitive Research and Analysis
Strategic Planning and Program Development
CRM Systems and Processes, including Opportunity
Management
Sales Strategies
Vendor Identification and Selection
Vendor Sales Support Program Analysis
Sales Training
Channel Conflict Management and Mitigation Strategies
Other Aspects of The Taylor Group Alliance Consulting
Services
Vendor Program Assessments and Validations
How well are your partnerships working for you? Are you able to
generate the revenue that you need? If not, why? Are your existing
partners continually demanding more, but supplying less? Are increased
program fees and reduced margins cutting into your bottom line?
Periodic vendor assessments need to be undertaken to make certain
that current vendor alliances produce for you, and not primarily
just for the vendor. They provide the valuable information to enable
corrective measures to be undertaken in order to reach the objectives.
They also need to be done before expanding your alliances with additional
vendors,
We, at The Taylor Group will help you assess your current vendor
relationships to help you make certain that everything is on track.
As part of these programs, we review your existing vendor partners'
alliance program elements/infrastructure, measure client vendor
satisfaction, analyze vendors' market presence, review and analyze
vendors' sales programs and initiatives, determine degrees of their
control of your business, review any available financials and industry
news to monitor their financial health and corporate viability,
analyze the sales and teaming opportunities they bring to you, etc.
We also assess significant channel trends.
We then make recommendations on how to improve your existing partnerships
so that they will work better for you.
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Competitive Research and Analysis
There once was a time in the not too distant past when competition
was only one of many factors influencing a sale. Competition was
not a critical factor. There was business enough to go around for
everyone. Times have changed.
A substantial decrease in the release of budgets for new initiatives
and the delay in purchase decisions in many circles have created
a major new factor that must be reckoned with…competition. Using
FUD can no longer be the major strategy when addressing the competition.
Competitive issues or questions raised by prospects and clients
must be directly met and answered. Strategies need to be developed
for each of one's major competitors.
We, at The Taylor Group provide various competitive research programs
and solutions to help address and overcome competition issues.
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Strategic Planning and Program Development
Successful alliances and solutions result from well thought out
strategies. Too many times companies overlook or disregard the "get
set" aspect of "get ready/get set/go". Many alliances are entered
too quickly. Expectations are not well defined or set at all. Rules
of Engagement are many times not even addressed. By not doing so
upfront, alliances have a much greater chance of not succeeding.
Strategy development is so critical to the near and long-term success
of these types of programs. Great strategies do not necessarily
delay deployment. Rather, their development hastens the time that
these types of programs start producing results.
The Taylor Group provides strategic planning and program development
services that will help you maximize the success of your vendor
alliances. The solutions are pragmatic and are designed to maximize
returns with minimum investment. They are also designed so that
they can easily be modified to meet your needs.
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CRM Systems and Processes, including Opportunity
Management
Turning opportunities into sales is both an art and a science.
To maximize the success of any sales program, both need to be well
honed. Closing deals is the ultimate goal, but managing the opportunity
through the various stages of the sales cycle is just as important.
A fine-tuned opportunity management strategy and methodology can
help accomplish the ultimate goal and assure that no opportunity
falls through the cracks.
The Taylor Group will help accomplish these goals by helping you
develop an opportunity management program as part of an overall
CRM system if none is yet in place. We will also help you review
and analyze an existing program to fine-tune it. This includes an
overview of existing sales processes and recommendations for improvements.
It also includes assistance with developing sales forecasting processes
and methodology tools.
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Sales Strategies
Just as no two vendors are alike, no two partners are alike. So
if they are all different, why use a vendor-supplied sales strategy
that every other partner has access to and possibly uses? A "one
size fits all" solution simply does not create maximum results for
the partner.
We, at The Taylor Group will help create customized sales strategies
for individual products and solutions, or combinations thereof,
which you sell.
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Vendor Identification and Selection
This is where the rubber meets the road. To generate maximum success,
the right vendors must be selected to partner with. Vendors may
think or prefer to think that they have total control of this process.
Wrong! Simply looking at one or two vendors in a specific niche,
or only looking at the top vendors and then reaching a decision
will oftentimes not produce maximum results. Much more needs to
be done in order to reach the best decision. The latest technology
or the glitziest features are not always best for your clients or
for your bottom line.
By drawing on its extensive North American vendor database, The
Taylor Group will help assure that the most appropriate vendors
will be approached and selected. We have a detailed knowledge base
of the size, product niches and offerings, vertical products, etc.
of vendors of any significant size.
We will also help define and develop a vendor profile, which will
be used in targeting and selecting potential vendors. We provide
vendor-partner mapping services, as well as perform vendor due diligence.
After identifying the potential vendors, we will perform preliminary
reviews, arrange for product demonstrations and follow-up meetings,
assist in the vendor selection process, and negotiate or help to
negotiate the corresponding agreements/contracts. The extent of
our involvement depends on your needs.
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Vendor's Sales Support Program Analysis
The extent, or limitations, of partner enablement programs has much
to do with the relative success of an alliance with a vendor. The
only thing worse than a virtually non-existent or insufficient program
is a product that does not do what it claims. Included here are
all the sales, product, service, and other support program infrastructure
to enable the respective partners to become relatively self-reliant.
These programs are designed to assist the partners to generate maximum
results. They also greatly help to minimize the constant partner
handholding that otherwise would have to be done.
Enablement programs vary by type of partnership. A program for
VARs is not the same as that for pure Systems Integrators or consulting
companies, nor is it the same for OEMs as for Technology Partners.
Just as each type of partnership is different, enablement programs
for each type are also different and must be made available to the
partners.
We, at The Taylor Group, know what to look for in a vendor support
program. We will assist you in narrowing your vendor selections,
taking these and other vendor-specific factors into account, so
as to select the best possible vendor for your needs.
The main categories of these types of support programs from vendors
are:
- Sales Support Material Programs
- These are the items that are essential in helping your sales
and business development staff help sell the company's systems
and solutions. Included, but not all-inclusive, are partner collateral
material, Power Point presentations, sales guides/alerts, value
propositions, and partner success stories. This is in addition
to the support material available to the vendor's direct sales
reps.
- Promotional Programs - These
items support the sales efforts. Included here are partner program
identification seals, logo exchanges, trade show co-ops, event
signage, PR and analysts programs, vendor-partner internet site
linkage, etc.
- Marketing Programs - In order
to maximize your level of success, you also need the capability
to develop and implement your own marketing programs. Vendors
need to provide such types of programs to their partners. Included
here are marketing extension, co-op marketing, and prospect database
marketing programs.
- Support Programs - This includes
items such as partner newsletters, partner tech bulletins, and
partner handbooks.
- Conferences - These are company
conferences specifically developed for partners. They can be stand-alone
or part of a company's Users Conference on a regional, national,
or international scope.
- Product Software - Included here
are demo and developer systems.
- Product Support - This includes
product maintenance and support programs. Also included here are
product update summaries that feature valuable product related
information. These can be distributed on a weekly or monthly basis.
They keep one's staff informed of all relevant product issues
and trends.
- Product Certification - These
are the extension of a company's technical certification program.
- Partner Proposal System - A valuable
key to winning contracts is producing top proposals. These are
stand-alone or ASP based systems that will provide the tools to
enable your sales and business developers to quickly and efficiently
produce the "Best of Breed" proposals.
- Webcasts/Webinars - Participation
in vendor-produced Webcasts/Webinars is an increasingly valuable
tool for partners. They are becoming strategically important because
they enable virtual presentations and meetings to take place.
They can be used for product demos as well as to disseminate other
information in a meeting environment. The advantage is that your
team members can attend the meeting from your offices, virtual
offices, or any other location where they have access to an internet
connection. They are also great tools to reduce travel expenses.
- Partner Intranet Sites / Portals
- Partners require greater access to information than clients
and prospects. The best way to provide for this is by the development
and use of an intranet site that only licensed partners can access.
These sites are crucial to providing self-service capabilities
to your team for the information and support that it regularly
needs.
Intranet sites contain items that only partners are authorized
to view and download. This includes technical information, strategies,
white papers, product patches and upgrades, and other items not
meant for the general public. These sites also are the entry point
for customer support for a partner network. They also significantly
help reduce the response time to get the answers, items, and support
needed to service one's clients.
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Sales Training
In order to maximize revenue, one must have a well-trained
sales or business development force that not only has an excellent
understanding of the products and solutions, but also is trained
how to sell the respective products. Since one sometimes has a wide
assortment of different solutions that are offered clients, there
is oftentimes a wide discrepancy in the type and level of training
provided to one's sales and business development staff. General
sales training that encompasses all of one's products is just that…too
general.
The selected vendors for a partnership should develop and make
available the customized sales training that will help one's sales
and business development staff to better sell their solutions. This
includes strategies, value propositions, pricing, and also topics
such as R.O.I., and competitive intelligence information. Such training
programs are developed in a variety of formats including traditional
classroom/conference room settings, training tapes, CD-ROM, and
Internet-based eLearning.
We will research and analyze which vendors offer the best training
options and which are most conducive to your needs. Then we will
take these considerations, along with all other variables to help
you decide which vendor is best to partner with.
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Channel Conflict Management and Mitigation
Strategies
When a vendor has both a direct channel and an indirect channel,
there exists the possibility that channel conflicts may occur from
time to time. These conflicts most often result from chance occurrences
that the same prospects are called on by both channels for the same
business opportunity. Most often these conflicts are revenue and
prime-sub services related issues.
These conflicts fray relations between a partner and vendor if
not dealt with immediately or prevented from occurring or reoccurring
in the future. If the conflicts occur too often or if the severity
is too great, they can cause major, and sometimes irreparable damage
to the respective partnership. In these instances, no one wins.
The primary reason for partnering is to create win-win scenarios
in which both the partner and the vendor prosper from the relationship.
The degree and the number of times that these conflicts occur
vary from company to company and partnership to partnership.
We, at The Taylor Group will assist you in developing the custom
strategies to manage these conflicts when and if they should occur.
More importantly, we will help you to develop the strategies to
mitigate the likelihood that these conflicts are apt to occur.
The one thing that is certain is that conflict is much more likely
to occur if no strategies are in place to prevent it from occurring.
Potential damage is greater when any conflict that does occur is
not dealt with immediately. We will help you to create long-lasting
vendor partnerships that will generate many greater returns by addressing
these areas so vital to both parties.
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Other Aspects of The Taylor Group Alliance
Consulting Services
We provide various categories and levels of services to maximize
the impact of your existing or new vendor alliances. This ranges
from assisting you with specific aspects of these alliance programs,
as described above, to the management of your complete alliance
program and operations on an outsourced basis.
These programs and solutions are also available for select, individual
categories including: VARs, SIs, Solution Providers, Business Consulting
Companies, OEM, and Technology Partners. We will assist you in developing
specific strategies and then implementing those strategies to help
you "Sell More of What You Sell".
- Do any of your vendor partners fall
short of your expectations?
- Are you under pressure from any of
your vendor partners to generate ever-increasing amounts of
license revenue?
- Do any of your vendor partners claim
not to have any competitors?
- Do you receive less than the needed
support from any of your vendor partners to help you succeed?
- Is the level of client issues with
any or your present vendor partners higher than you would like?
- Do any of your vendor partners promise
more than they deliver?
- Do you run into channel conflicts
with any of your vendor partners' direct sales operations?
- Have any of your vendor partners tried
to change your alliance status through no fault of your own?
If you answered yes to any of these, contact us for more information!
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