……Business Leader for Indirect Channel at Konica Minolta Business Solutions (UK) Ltd –
Savvy B2B technology manufacturers fully appreciate that the channel is a crucial route to market. We know that working with professionals who have a clear understanding of their customer’s commercial as well as technology needs, along with the right skills to install, commission, and service these systems, as well as the unmatched agility to respond to urgent issues, is essential in meeting the needs of many markets. However, not all manufacturers provide the support and assistance that their channel partners need. With a number of challenges ahead (the energy and cost-of-living crisis, rising inflation, and strike action, along with global issues including supply chain disruption and the complications of the ongoing war in Ukraine), it is essential that the channel gets the support it needs and deserves.
The value of the channel is never in doubt. In its ‘Print Industry Trends and Predictions 2023’ report, analyst Quocirca suggests that the best way to build a competitive advantage is for Managed Print Services providers to work with specialists in cybersecurity, sustainability, IT services and workplace technology to offer comprehensive solutions. This is, however, a two-way street. Professional channel providers obviously need the tools and support to deliver the best to customers and we all know that it is the value-add that really makes the difference to those that sell as well as buy through the channel.
Traditionally many manufacturers have approached the channel squarely through the sights of attractive margins and undoubtedly this is important – everyone needs to make a profit! However, when this focus becomes myopic all the parties involved risk becoming glorified ‘box-shifters’ which misses the whole point of being a value-added solutions provider. A good manufacturer takes its partnership responsibilities seriously and will offer support with marketing and PR, such as tailored marketing materials, high quality imagery, written or video content, and placing editorial such as press releases or specific articles with the appropriate media.
Dedicated sales support is another area where a manufacturer can share their considerable resources with channel partners. Setting attractive margins is obviously part of this, but equally it could be through supporting joint tendering bids, ensuring direct customer enquiries are funnelled to the relevant value-add partner, training teams on the latest products and technical information, and ensuring sales data on the latest products is easily available.
Another area (which is particularly relevant at the moment with global chip shortages) is manufacturers working closely with channel partners to ensure specific products are available and can be delivered within the expected timeframe to ensure a sale is closed. This is certainly an area we have been focussing acutely on recently to ensure our partners can deliver on their promises effectively.
Manufacturer support is also key in ensuring that end users get the after-sales support they need too. Undoubtedly value-add partners are at the coalface of customer support, but they also rely on full technical training on the latest products and wider integration opportunities, along with access to any spare parts and diagnostic tools required to ensure products remain fully functional and able to deliver the services required.
All this seems obvious, but I have spoken to many partners who have found some suppliers sadly wanting when it comes to these levels of support. When you consider that when channel partnerships are done properly it is a clear win-win-win scenario for the manufacturer, channel partner, and the end customer it seems incredulous that anyone would offer less! Unfortunately, some partner networks seem to lose sight of these goals. The need for support to be truly fit-for-purpose is something which needs careful consideration, especially after the considerable upheavals of the pandemic and the current economic challenges which make getting the ingredients of channel sales right even more important.
Now is the opportune moment to ensure the channel continues to be the perfect place for end user businesses to get the right products with the expert local support they need to compete in a challenging world. Konica Minolta for example has tripled our support resources for 2023 onwards and we are about to unveil our newly enhanced Partner Programme which will add additional support and will further nurture service specialisms and expertise which are such a key part of a value-add proposition. Undoubtedly there will be challenges ahead, but also great opportunities and these will be facilitated by forging the right partnerships.
For more info please visit www.konicaminolta.co.uk
