It’s not unusual to hear a business leader say that their customers do not ask for certain solutions.
So what does this tell us?
Should we rely on our customer to always ask us if we can help? It’s certainly a great place to be when we’ve become a trusted advisor.
But this isnt always the case. Often we’ve been pigeonholed as the network guys, or the desktop guys or whatever else.
Does this mean that they’re not seeing us as capable of offering something else? Probably. It could also mean that they’re engaged elsewhere with someone who has made an approach that’s caught their attention. The threat is that whilst they’re busy building trust elsewhere, they’re not spending time with us building trust.
So do you think you’re going to “stick to your knitting” or segue into positioning yourself as a trusted advisor where you’re always the “go to” guys?
Whenever you’re thinking about HOW TO GROW your business, just consider how you sell more things to more people, and start with those customers who’ve already said we trust you.
October 2022: Omnichannel Contact Centre provider Daktela UK announces collaboration with Trust Partner Services, a move which will open significant new business opportunities for a select number of channel partners in the UK.
Daktela UK is an experienced player in the cloud contact centre market. Established in 2010, their senior leadership team have worked in the contact centre industry for over 30 years selling solutions through direct and indirect sales channels.
Daktela have an ambitious recruitment campaign underway with a mission to establish a small number of strategic partnerships within the UK channel reseller community.
Differentiation is a critical component for resellers, and Daktela enables their partners to do exactly that – instead of being one of several bids with the same technology offer, Daktela is both unique and incredibly functional and feature-rich, across the small to mid-enterprise customer space.
To ensure that they connect with the best possible channel partners, they have engaged Trust Partner Services to guide them.
“We are excited to grow our footprint in the UK with Trust Partner Services. Daktela has the best technology at the best price, and we see channel partners playing a significant role in our expansion plans,” said Steve McSherry, UK Country Manager at Daktela UK.
“Sophisticated customers expect a sophisticated experience. Businesses are turning to their providers to source the right technology, but we understand you need to differentiate to remain competitive. With Daktela, resellers can stand out from the crowd and have a real point of difference.” continues Steve McSherry.
Graham Bunting, Founder at Trust Partner Services, said: “Demand is growing for omnichannel as customers demand a better experience. Daktela helps businesses enjoy a more joined-up approach to communications. We will be working with resellers to help deliver this message and explain the benefits of Daktela. Partners can also bring their expertise with Daktela’s open API, creating a joint enterprise that benefits both parties. This, teamed with their staged approach to Contact Centre deployments, gives ultimate flexibility for resellers.”
About Daktela UK
Daktela UK is a leading provider of cloud-based communication, uniquely combining pioneering digital technology with over 30 years of real-world customer experience. They are on a mission to help UK businesses to create extraordinary customer experiences with their flexible, scalable packages. To find out more, contact: info@daktela.co.uk or visit http://www.daktela.co.uk.
About Trust Partner Services
Trust Partner Services are a niche consultancy specialising in supporting Technology/Voice/Software vendors’ go-to-market strategy and ecosystem building in the UKI & Europe. Founder Graham Bunting’s experience of local markets, and network, is second to none, having worked at partner, distributor, and vendor levels.
To grow your business, we are committed to innovation, partnership, and a relentless focus on what’s next. Simplification, communication, and localisation provide a clear advantage in any market. We are the company you can trust to help you deliver Experiences that Matter to your channels and customers.
I recently came across some photos and as is often the way, it sparked a bit of retrospection. Thinking back to the experiences I was afforded in a role I held previously when I was employed at global telecoms vendor Avaya – and there were many. These experiences were for the most part shared with the folks working in our channel partners and most of whom I have personally known for more than 30 years. This is going to shock the reader because I know what you’re thinking – you simply do not look old enough Graham! 😉
Anyhoo, back to my reminiscing. The photos that I came across were from a trip we had to the Kruger National Park, followed by a few days in Mozambique. I am going to share these on Linkydink and Twitter for my good companions and friends to join me in the (hopefully fond) retrospection. So no people tags here, but if you are reading and reminiscing too – enjoy
Very recently (well about 7 weeks ago to be more precise), we participated in the annual Channel Live expo, held at the NEC in Birmingham.
We have exhibited there a few times with our partners and had some decent engagement, and this time was no exception. In fact, I would chalk this one down as one of the most successful, in terms of actual potential partnership opportunities for our current vendor partner Inovo Telecom.
AI and Automation
My business partner and I had been asked to participate this year, as presenters for a couple of the theatre topics – “AI and Automation”; and “Creating Sticky Customers”.
Despite it being quite some time since presenting to an audience like this, I was really excited and as a result hugely enjoyed my session, which is a topic I have a particular passion for anyway (thankfully)
Both sessions can be viewed below or via our Youtube channel (QR code connects)
QR code to Trust Business Partners Youtube channel
You’re in an organisation that is providing solutions to address a certain business problem, and you’re seeking opportunities to grow your customer base.
You’re thinking that maybe you’ll find some resellers, as that’s a lower cost than hiring a number of new salespeople. The resellers get to sell your offer and you’ll give them a share of the revenue, or sell to them at a “dealer” price for them to invoice their customer and add a margin.
Happy days
Yet who should sell it and why aren’t folks beating down my door to sell my product?
Those that I’ve spoken to haven’t really engaged yet and haven’t heard anything back from them.
Some of them haven’t enough resources to add new products, services or take on new skills at the moment and others have none at all, so they are struggling to get started.
We have a few partners who have signed agreements but haven’t sold anything yet, and I’m not seeing any marketing activity from them.
How do I get this machine moving, as all I have managed to achieve is to divert my energy into trying to find partners and reduce my available time for what I was already doing…
This is not an unusual story, but actually, rather a common experience based on a lack of experience and knowledge. Businesses wanting to identify and develop a channel sales strategy, need to do so with eyes wide open and a good plan.
Often a business gets lured into thinking that hiring a sales partner is less costly than hiring additional sales heads, but this is simply not true. The cost model is merely different.
A sales channel definitely offers a greater opportunity to scale, and also potentially gives access to customers whom you might otherwise expend significant efforts to build a profile with, more easily. But do not think this is the cheapest way of growing sales. It simply is not.
How hard can it be?
There’s so much more to this than a vendor thinking that it’s worth giving it a try…. Because that simply will not end well. Why would a potential partner invest any of their time or effort if you’re not prepared to? If a channel partner gets the slightest whiff that you’re just “giving it a go”, you are toast and you will get nowhere. Do not expect a reseller to damage their hard-earned reputation by introducing your solution if they think you’re not here for the long term to support them, and their customers. It’s not going to happen.
Done well, the channel is beautifully symbiotic and it’s very much the way to scale your business
Need help getting figured out and getting started? Then get in touch with me and I will be able to set you on the right track – here or use the WhatsApp link below.
London, 16h February 2020 – Trust Business Partners today announced that it has expanded its strategic partnerships through a new agreement with INOVO, who provide the tech and ongoing optimisation to boost contact centre efficiency, productivity and CX.
Trust Business Partners will be the face of INOVO in UKI & Europe, representing the brand through sales and marketing activity, recruiting new channel partners, systems integrators and creating local European strategic alliances. Trust Business Partners has over 30 years’ experience in the UKI & European contact centre space working directly with customers and partner channels.
INOVO is a cloud contact centre solutions provider that focuses on delivering business results rather than just enablement. The company devotes a dedicated team of industry specialists to every customer account to drive continuous improvements in efficiency, productivity and CX. INOVO’s clients vary from 10 to a few thousand seats across several sectors such as: financial services, retail, telecoms, healthcare, BPO, hospitality and travel.
INOVO was established in 2006 after a group of experienced contact centre specialists joined forces to disrupt the contact centre market. By adopting a “partner” over “vendor” approach, the goal was to deliver business services that extended beyond just providing great technology, and really focused on understanding, and meeting a customer’s unique requirements.
“Our success has stemmed from our ability to identify specific business challenges and use cases and be innovative in how we help businesses solve them. We look at a business holistically – whether it’s the underlying processes or the tech – and work with our customers to continually drive improvements. We’re looking forward to working with Trust Business Partners to help deliver this kind of business value to contact centres in UKI and throughout Europe,” said Wynand Smit, CEO and founding partner of INOVO
“Customers today demand well-informed and intelligent business conversations around technology and processes to enhance their contact centre and customer experience. INOVO’s ability to enhance services while improving time to resolution and reducing costs will be very attractive for partner channels seeking to grow additional revenue streams and service customers better. We believe that with this partnership, customers and partners in UKI & Europe will be able to differentiate themselves significantly with INOVO’s unique offer.” said David Pitts, Founder Partner at Trust Business Partners
About INOVO
INOVO is a cloud contact centre solutions provider that focuses on delivering business results rather than just enablement. The company devotes a dedicated team of industry specialists to every customer account to drive continuous improvements in efficiency, productivity and CX. INOVO’s clients vary from 10 to a few thousand seats across several sectors such as: financial services, retail, telecoms, healthcare, BPO, hospitality and travel. For more information, visit https://www.inovo.co.za.
About Trust Business Partners
Trust Business Partners are a niche consultancy specialising in supporting IT/Voice/Software vendors and suppliers go to market strategy in the UKI & Europe. David Pitts and Graham Bunting’s (founding partners) experience of local markets is second to none having worked at partner, distributor and vendor level plus running their own successful businesses.
To grow your business, we’re committed to innovation, partnership, and a relentless focus on what’s next. Simplification, communication and localisation provide a clear advantage in any market. We’re the company you can trust to help you deliver Experiences that Matter to your channels and customers.
100% focus, commitment and attention is what’s required to build a sales and support channel go to market model.
We’ve seen several businesses decide to acquire channel partners to build their business with. Their failure has been lack of understanding and commitment to the task at hand.
Giving it a go doesn’t work. It’s a lot like deciding to get pregnant. You’re all in or don’t bother.
Start with a five year plan and work backwards
Ensure you’ve really understood the landscape, and covered all the angles. Research well and hire professionals.
Remember the quote. “If you think hiring professionals is expensive, wait until you’ve hired amateurs”.
As someone who gets to see a lot of new technology early, I’m often excited by the possibilities this affords our channel friends and colleagues.
How about you? Are you
1. Equally stoked by the opportunity of engaging with your customers to share an exciting new solution?
2. Not too fussed and prefer to stick to your core product or solution offer?
If you’re the second option here, then I’d urge you to consider this…
Your customers are investing in technology that you’re not providing and whilst they’re not talking to you, they’re building relationships and trust elsewhere. This carries risk for you as other suppliers are option 1 players and they’re following a LAND AND EXPAND strategy that will see them displacing you at some point.
Make sure you’re really clear about the road ahead and that you are sure you’re “up for the challenge”. It’s not simply a case of “build it and they will come”.
If you’ve done your preparation well, the rewards are there with a great execution. But don’t even think about “playing at it”
Here’s a short video explainer for Koopid.ai – and we’re exhibiting at the Call and Contact Centre Expo at the Excel on March 18th and 19th, so please come and say hello and learn more. This could be what your customers have been waiting for.
Graham Bunting -The Partner Catalyst 
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