Few factors are more crucial to business success than relationships. MSPs that forge strong bonds with others typically enjoy a multiplier effect: they’re able to extend their reach and add referral business for years. ChannelPro sat down with VP of Global Channels at SonicWall, Michelle Ragusa McBain, to discuss the relationship-building skills that IT providers need to succeed.
Building Relationships That Deliver Long-Term Value
ChannelPro: What does a good channel relationship look like?
Ragusa-McBain: Ideally, both companies need each other and boost each other’s success. Mutual needs and goals are key to having a good partnership. These companies are far more likely to invest in each other and make long-term commitments.
Michelle Ragusa-McBain
ChannelPro: What are some of the key ingredients in establishing solid business relationships?
Ragusa-McBain: MSPs must provide more than just good products at a reasonable price. They must offer a unique value proposition. The right partners can help streamline processes and innovate. This makes it possible to co-brand products, marketing, and sales. The result is an MSP that stands out from the crowd and attracts clients who are looking for more than just a commodity approach.
ChannelPro: What issues do MSPs sometimes overlook when they think about business relationships?
Ragusa-McBain: You have to be able to listen and learn, and you must be receptive to making changes. You are only as successful as your partners and your customers. It’s especially crucial in this industry because channel pros wear so many hats and must interact with so many entities.
ChannelPro: What are some of the keys to building deeper and more sustainable relationships?
Ragusa-McBain: You have to focus on the ecosystem and understand business needs. It can’t be about the transaction. It has to be about the long game. If someone doesn’t buy a product today, it doesn’t mean they won’t buy it next week or a year or three years from now. You have to earn their trust and show them that you will fully support them.
Transforming Strategies into Actionable Results
ChannelPro: What’s needed to transform a business strategy into real-world results?
Ragusa-McBain: You have to narrow things down and know what your sweet spot is. Whether you’re operating in healthcare, finance, or education, you have to assess your customers, know what industry and vertical they operate in, and what special factors make them unique. It gets back to understanding their persona. I call it: “Fishing where the fish are.”
ChannelPro: What role do Market Development Funds play and how can partners maximize that money?
Ragusa-McBain: They are an important tool for differentiating an MSP. But it can’t be about just making more noise than everyone else; it has to be purposeful. You don’t want to sit on the money until the last week and then try to do something like a dinner or sponsorship. It’s important to develop a strategy and have a focused action plan.
Identify topics, industry events, and magazines that your potential clients are interested in. This helps you speak their language and meet them where they are. Develop SEOs and partner with marketing firms that can make sure you show up in local markets when people conduct searches. A good marketing partner can help you improve your website, social media, and where to invest, say, $5,000 from an MDF.
Promoting Diversity and Inclusion in the Channel
ChannelPro: How do you see the channel space evolving from a human perspective? Do you believe the industry is doing enough to promote the role of women and other traditionally underrepresented groups?
Ragusa-McBain: I’m optimistic, but I also worry. Sometimes it feels like it’s one step forward and two steps back. Over the last 10 years, there’s been some stagnation among women entering the tech industry. There’s also the fact that about 50% of women at age 35 drop out of careers in tech.
I believe women have an important role to play in this industry. Diversity of ideas and thinking matter. Studies show there’s an ROI associated with having a diverse team. Another troubling issue is that a recent Leanin.org study found that 60% of male managers reported feeling uncomfortable mentoring women after the start of the Me Too movement. The problem is that if men in positions of leadership don’t mentor women, it’s difficult for women to get ahead.
Final Thoughts
ChannelPro: Any final advice for our audience?
Ragusa-McBain: Create a brand that customers care about. Be active on social media, blog, and create YouTube videos. Address the real-world problems SMBs face. Show the world that you care about the success of your customers and partners.
Samuel Greengard contributed to this article.
Images: iStock
