Have you considered using the reseller network to expand your routes to market? In collaboration with Tech Climbers, we recently surveyed over two hundred tech leaders in the UK to discover how start-ups and scale-ups are adapting to the increased competition in the market. According to the results, 91% of tech leaders already (or plan to) use the IT channel to distribute their product.
The reseller model provides the ability to scale your business without the need to incur significant sales and marketing costs, as your approved reseller partners do the heavy lifting for you, in return for sale margins.
For those unfamiliar with what the IT channel is, or how it can help, navigating it can be difficult. With an experienced distributor as a partner, you can benefit from expert advice, comprehensive support and our reseller network to identify opportunities for growth.
Pulling on our experience as the world’s largest global distributor of technology solutions, at TD SYNNEX, we’re sharing our top tips on how to get the most out of your relationships with resellers in the IT channel.
Tips for scaling through the channel
Pick resellers that complement your business
There’s a vast number of resellers in the IT channel that all specialise in different markets and services. With that in mind, it’s best to partner with a tech distributor that work with a wide range of resellers. At TD SYNNEX, we have over 5,000 UK partners, meaning we’re able to match you to the network of resellers that naturally complement your product – in terms of growth stage, level of support and target customer. And as you scale, we can then look to new resellers that can help you expand into new markets.
Be proactive about feedback
Remember that it’s not the resellers job to feedback about your product. Take the initiative to ask about its sales performance and where they’ve identified resistance from customers, so you can adapt and improve your offering. Those that continue to experiment, make tweaks and improve their product and marketing will be the ones that continue to scale.
Make a resellers job as easy as possible
Whilst resellers are financially motivated to market and sell your product in exchange for a % of margin, the easier you make their job, the better the outcome for you. Ultimately, you have the passion for your product and know it best, therefore you should still have control of how its positioned to your audience while taking on board feedback from the marketing experts. Resellers will have multiple tech solutions that they’re trying to sell to customers, so it’s best to provide them with all the tools to market your product – this can include everything from all the product details, marketing assets, solution benefits and pre-written copy.
Set everybody up for success by building strong relationships
Whether internal or external, the best results come from collaboration. With this in mind, it’s so important that you build a solid relationship with your distributor and reseller networks. By keeping in constant contact with each of the teams, you’ll create open dialogue where you can each provide updates, feedback and brainstorm to ultimately drive better performance.
Partnering with TD SYNNEX
AT TD SYNNEX we’re proud to be named CRN’s Cloud Distributor of The Year 2023. Realising the potential of the start-up and scale-up tech market, we’re leading the channel’s approach to partner with smaller, scaling tech solutions. With a network of over 5,000 UK partners and specialised support, we’re best placed to accelerate your growth.
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“Over the last few years there has definitely been a shift in the market. A number of years ago partners were certainly less willing to engage with other partners. It’s a much more open market today. It’s great partners are willing to work together, but how do they find other partners? That’s where TD SYNNEX plays a fantastic role – they have a very large partner market – the largest in Europe, I suspect.” Mark Taylor, CTO – Chorus |
Discover how we’re able to help you navigate the IT channel in our latest guide.