Cracking a new market can be tricky.
You need a brilliant product, a compelling sales pitch, and a super-supportive wholesale partner with your best interests at heart.
In the telecoms channel reseller space, differentiation can be a significant challenge.
Products and solutions are constantly evolving, key customer messaging must keep pace in order to stay relevant, and providers are often preoccupied with revenue rather than relationships.
Against that backdrop, it’s easy to see why in 2023 – with economic and geo-political crises likely to endure – resellers need to partner only with those providers for whom mutuality is most important.
Providers whose solutions are smart, reliable and margin-rich, and which respond directly to the sophisticated demands of today’s enterprise customers.
Providers that feel more like an extension of resellers’ own businesses rather than simply a supplier.
In short, providers that understand that their success is wholly dependent on the success of others.
“For too many providers and their resellers it used to be all about cost, but success in today’s enterprise environment is so much more nuanced than that – to capitalise, both parties must be equally invested,” says Aurelie Pearson, Marketing Director (France) at leading European UCaaS provider Dstny, which is putting the power of partnership at the heart of its 2023 strategy.
“Of course it must begin with a brilliant product, but then it is about adding value to the reseller relationship by providing the crucial training and support they need to take that product to market.
“Finally, it is also about an ongoing culture of closeness and inter-dependence on each other. Mutuality – that notion of each party only achieving success when the other does – is absolutely key.”
In Dstny’s case, it has transferred all of that smart thinking into practical delivery, via a partnership support programme that a growing number of reseller businesses are already benefitting from.
It places the emphasis on the end user experience that is derived from its clever and ultra-reliable cloud-powered ‘all-in-one-place’ omnichannel communications platform; and empowers resellers via a game-changing (and free) training and education initiative.
“Our resellers are helped to talk to their customers about a solution rather than a product,” says Pearson.
“We train them to talk to organisations about the issues they face, such as productivity, remote working and how to use data analytics to improve their workflows.
