Not every channel will be a fit for every company, so in our latest Disrupting Distribution podcast episode, "Channel Programs,” Chris Turcotte, VP at NTS Direct, and Sam Sklaroff, CEO of Axxess Networks, discuss what it means to have a successful channel partner program.

What is a Channel Partner Program? 

Traditionally, a channel partner program is a strategy designed to create a structure of business, or channel, that works closely with distributors and manufacturers to sell their products. There can be sales incentives, or SPIFFs, as well as marketing and support backing that make closing a sale easier. 

NTS Direct has kicked the thought of a conventional channel partner program out the window and instead focuses on empowering the channel with in-depth product knowledge training and installation assistance. You're never left to figure things out on your own; we're here to guide you every step of the way. Your success is our success. 

What Value is There in a Channel Partner Program? 

In many ways, the organic reach of a channel partner program can supersede the reach of a manufacturer alone. Trust is a significant component of success, and when a vendor is trying to go after a new market or region, having the buy-in from local partners can make all the difference. 

According to Chris Turcotte, VP of NTS Direct, "Channel partners for a vendor extend the capabilities and geographic coverage, helping to drive more revenue for that manufacturer. It's cost-effective growth…" 

Who Benefits from Joining a Channel Partner Program? 

A channel partner program is an extended team working towards a common goal. Yes, each business has clear differences, but the goal is to provide the clients with the best possible product or service without sacrificing quality. 

Sam Sklaroff, CEO at Axxess Networks, said, "…many of our partners now are MSPs, copier companies, alarm companies, anyone that has a relationship with a customer that they can leverage to help sell another product. And our program fits really well for the non-telecom people because we literally hold their hand when they bring us into an opportunity where they have a relationship." 

What Should a Potential Partner Look for in a Channel Program? 

Choosing a channel partner takes some thought and interviews with potential matches. It's not only about discounts and price but business philosophies as well. You are hitching your wagon to a product and also the reputation it holds. Their reputation becomes yours, and yours becomes theirs, making the decision to join a channel partner program vitally important. 

"…our Channel Partners look at the customers as their customers. And so that's the most important thing. The commissions are always important, but I've had many people tell me that they would sacrifice commissions to make sure that their customers got the best care. And so find a company, if not Axxess, that's going to provide your customers with the best care." -Chris Turcotte, VP at NTS Direct. 

Sam Sklaroff, CEO at Axxess Networks, also believes, "The program should clearly articulate the benefits and the value it offers its partners. Such as new revenue streams, access to products and services, training, marketing, support, and then obviously other incentives, comprehensive training, and enablement. Quality training, resources, certifications, ongoing enablement. You need to equip your partners with the necessary product knowledge, sales skills, and technical expertise." 

Choose a Channel Partner for the Partner, Not the Program 

Price matters but caring for the customers will always win out. If you and your customers are treated well, that's the channel partner program you need to stick with. Ultimately, the relationships you build will determine the success you end up having. You must rely on others, and others must rely on you. NTS Direct takes care of the partnership by nurturing the people and the customers involved at every point of the sale. Contact us today about becoming a valued member of our channel program.