Ma mua o nā mea pili - Ke kūkulu ʻana i nā Channel Channel

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Ma ke ʻano he ʻona ʻoihana, ʻaʻole hiki iaʻu ke haʻi iā ʻoe i ka manawa pinepine wau e hoʻokokoke ai me ka manawa kūpono e hana ai i kahi keu a ʻelua paha ma ka loaʻa kālā pili. Inā wau e hoʻohana wale i koʻu kapaʻahuʻula e hōck i kā lākou waiwai, e uku lākou iaʻu i kālā. A, ma hope o nā mea āpau, inā uku kekahi iaʻu i ke kālā, hoʻonāukiuki wau e hana ia… pololei? Hewa.

Inā kūlou ʻoe i ke kūkulu ʻana i kahi hiʻohiʻona kūʻai e pili ana i ka pili, e mālama iā ʻoe iho i kahi manawa a hele i kahi o nā pili.  Clickbank, Komikina Kailua, a mea like paha. A, ʻaʻole kīkēkē i kēlā k thatkohu. Hana ia. He waiwai ia. A aia kekahi mau mea mākaukau a hoihoi i kēlā ʻano manawa kūpono. Pēlā wale nō ʻaʻole lākou i hoʻokahi-i-ka-like me nā ʻoihana ʻona kūleʻa me nā ʻoihana waiwai loaʻa ponoʻī o lākou.

No nā kumu like ʻole, e pili pinepine ana me ke kiʻi kuni, ʻaʻole paha nā kūʻai mea pili i ka mea āu e ʻimi nei ma hope o nā mea āpau. ʻOiai hiki ke loaʻa nā hopena, hiki ke hele mai me kahi kūlana. Inā ʻaʻole ʻoe makemake e ʻike i kau huahana ma luna o nā haneli ʻokoʻa o nā ʻaoʻao kaomi me ka kope lōʻihi hyped, pahu ʻia i loko o nā kahawai twitter piha i nā loulou pili, a i ʻole i hoʻopiʻi ʻia i nā miliona o ka poʻe - āpau me kou inoa ma luna - a laila paha ʻoe e noʻonoʻo i kahi ala ʻē aʻe.

ʻO ka pahuhopu, pehea ʻoe e loaʻa ai i nā ʻoihana "kaulana" (a hoʻohana wau i kēlā huaʻōlelo me ke kānalua, no ka mea ʻaʻole wau e manaʻo e hoʻohālikelike ʻia nā lālā pili i ka inoa maikaʻi ʻole) e hōʻike i kāu huahana i ka ʻoihana conservative ʻoihana. ʻO ka pane: e ʻike i nā mea e hoʻonāukiuki iā lākou.

As Douglas Karr kuhikuhi ʻia i loko o kahi pou i hala iho nei, ke kuhikuhi nei i kekahi o kaʻu wikiō punaewele punahele, ʻaʻole ka kālā ka pane mau. I ka ʻoiaʻiʻo, kākaʻikahi ka. ʻO ka ʻoiaʻiʻo, ʻo ia ka makana kālā loa, a ʻaʻohe mea hou aʻe, hoʻonāukiuki maoli iaʻu mai ka noʻonoʻo ʻana i nā hāʻawi pili. I ka hopena, hōʻino ia i kaʻu pono ponoʻī, koʻu ʻano o wau a me kaʻu hana, ma ka manaʻo e hiki iaʻu ke hoʻowalewale ʻia mai kaʻu ʻoihana e hoʻopau nei i nā ʻoihana āpau me ka hoʻowalewale kālā maʻalahi.

No laila, pehea ʻoe e kūkulu ai i ka mea aʻu e kapa aku ai ʻo “Channel Sales” –he hoʻohālikelike hoʻokaʻawale ʻole i ʻoi aku ka paʻakikī (ʻae, ʻoi aku maikaʻi) ma mua o ka pili? Pehea e hiki ai iā ʻoe ke ʻike i ka mea e hoʻonāukiuki i kahi ʻoihana ʻona āu e makemake ai e launa pū? Simple: ʻO kā lākouʻoihana.

Ke hana nei nā mea kālepa i ka ulu mau ʻana i kā lākou ʻoihana. He mau moemoeā ko lākou i loko o ka noʻonoʻo - kekahi kālā, kekahi altruistic, a me kekahi leʻaleʻa wale a maikaʻi hoʻi. Inā makemake ʻoe e hoʻopili i kēlā kuko a hoʻohana ia no kāu ulu kūʻai ʻana, pono ʻoe e hoʻopili i nā mea ʻelua. E wehewehe pehea e hoʻohui ai i kāu kahawai ʻaʻole e hoʻohui wale i kekahi mau kālā o ke komisina i kā lākou laina lalo, akā e kōkua maoli iā lākou e hoʻokele i kā lākou ʻoihana i ka mea a lākou e makemake nui ai.

Hiki iā ʻoe ke ʻike i ka hoʻohana ʻia o kēia poʻo kumu ma nā ʻano o nā ana kūʻai kūlea kūleʻa i kēia lā. ʻO kahi ʻoihana hoʻolaha, no kahi laʻana, kahi hiʻohiʻona kahi e ʻimi ai nā mea paʻi e hoʻopihapiha i nā hoʻokomo, akā ʻike lākou i ka makemake nui o ka ʻoihana no ka hopena hana. ʻImi nā mea paʻi Savvy i nā ala e hoʻonui ai i kēlā pahuhopu. ʻO kaʻu hana mua ke kūʻai aku nei i nā polokalamu no Autodesk VAR kūloko. Ua kānalua wau no ke aha ʻo Autodesk i hoʻopiʻi pālua ai i ka uku maʻamau no nā lawelawe, a hiki i koʻu ʻike ʻana e makemake lākou e paipai i nā mea kūʻai aku i nā mea āpau e hiki ai ke komo i ka VAR kūloko no nā lawelawe. ʻOiai kaʻu ponoʻī Mea hoʻolako hoa kūkulu ʻia ka papahana ma luna o ka mea aʻu i aʻo ai mai kēia mau pros, a me nā mea ʻē aʻe.

ʻAʻole maʻalahi ke kūkulu ʻana i kahi kahawai kūʻai aku, a liʻiliʻi loa i kahi kaʻina wikiwiki. Inā makemake ʻoe i ka wikiwiki a me ka maʻalahi, e kiʻi i nā pili ma kou ʻaoʻao. Inā he nui aʻe kāu i kou manaʻo ma mua o ke kālā, a laila ʻike e ʻike like mākou.

3 Comments

  1. 1

    Great post, Nick! And welcome to the Marketing Technology blog. I believe one big mistake that many companies make is not monetizing the fantastic networks of vendors and relationships they already have. Building sales relationships that are rewarded through the very people you buy from as well as the clients you work with can be much more fruitful than simply throwing up an affiliate program where the individual doesn’t have any skin in the game.

  2. 2

    Aloha Nick,

    ʻO ka pou maikaʻi! Ma kā mākou hui, Channel Services Group (CSG) ua hōʻuluʻulu mākou i mau tausani o nā hoa kanal no nā ʻoihana ʻenehana nui. E hana a hoʻomohala i kahi kahawai kūleʻa, ikaika, hoʻolaʻa a kā mākou ʻoihana i loaʻa i ka hoʻopaʻa ʻana i nā "hoa kūpono," e hiki ai i ka pakanā kūleʻa a me ka hoʻomau ʻana i ka hoʻopili ʻana e hoʻonui i ka hana a nā hoa a me ke ʻano o ke kahawai.

    ʻOiai e hoʻopaʻa inoa ana, pono nā mea kūʻai aku e ʻike pono ke hoʻohana pono nei lākou i ko lākou manawa ma ke kāhea ʻana i nā "hoa kūpono." Ua ʻike mākou i kekahi mau ʻoihana e hoʻoholo i ka pahuhopu e hoʻohui i nā hoa no hoʻokahi makahiki, loaʻa ka pahuhopu, a ʻike iā lākou iho i hoʻokahi makahiki ma hope me nā loaʻa kālā liʻiliʻi i hoʻokumu ʻia mai nā hoa hou hou. Pono nā mea kūʻai aku e hōʻoia lākou e ʻimi nei i nā hoa i loaʻa kāu ʻoihana a me ka hoihoi maikaʻi loa a makemake e kākau inoa i nā pōmaikaʻi wā lōʻihi me ka ʻoihana.

    Eia hou, pono i nā mea kūʻai aku ke hoʻohana i ka kūleʻa o ka hoa ma o ka hōʻoia ʻana i ke kumu no nā hoa pili i ka papahana. Pākuʻi ʻia kēia i ke kamaʻilio lima nui me nā hoa e hoʻomaʻamaʻa, hoʻokomo a alakaʻi i nā hoa i nā huakaʻi hele aku i ka mākeke, nā hanana i kākoʻo ʻia e nā mea kūʻai aku, nā hoʻolaha ʻike a me ka hōʻeleu ʻana i kā lākou kaʻina kūʻai. Ua kākau koke mākou i kahi hihia hihia me ROI o 14X ma ke ʻano he hopena i ke kūkulu ʻana i kahi papahana kahawai. Hiki iā ʻoe ke heluhelu ma aneʻi http://www.csgchannels.com/CaseStudies/case-studies.html.

    ʻO ka mea hope loa, ua loaʻa i kā mākou ʻoihana ka mea nui i ka kūkulu ʻana a me ka mālama ʻana i kahi kahawai. Hoʻopili kēia i ka hānai ʻana i ka pilina me lākou ʻoiai ke hoʻokele nei i kā lākou kūleʻa. Pono e uku ʻia nā hoa me nā mea hōʻeuʻeu e hoʻonui i nā pahuhopu o ka ʻoihana.
    E like me kāu i kuhikuhi ai, ʻaʻole maʻalahi ke kūkulu ʻana i ke kahawai kūʻai aku a liʻuliʻu ke kaʻina wikiwiki, akā hiki ke uku ʻia a maikaʻi ke hana pololei ʻia.

    -ʻOoby
    http://www.twitter.com/CSG_Channels

  3. 3

    Great points. The right partners are not only more productive, they’re less of a pain. I can’t explain it, but I’ve found that when someone fits the model well, they’re less of a pain. The one’s we tried to squeeze into the wrong mold ended up sucking a lot of time.

    Also, speaking of high-touch programs… I’ve told it like this: in my business, I have 17 customers that I need to serve. It’s no coincidence that I have 17 Partner Providers. It’s not that I don’t need to serve all 1500 users, its just that if I serve the channel, the rest will take care of itself.

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