Never Would Have Guessed

Much of your channel marketing will be in the form of storytelling. Seth Godin’s “All Marketers Are Liars” is a great read and stresses the importance of storytelling. I think the real challenge is that you have to have more than one story. Your story will be different depending on your specific audience. What you say to an existing, loyal customer will likely be very different than what you say to a reluctant prospect.

Since your channels all are different in at least few ways, you will need to adjust your story appropriately. For example, an “Up & Comer” will require a very different marketing approach than a “Fader”. But it goes beyond that. Geography, size, history, and culture will have a say in the matter. Business performance and company goals will also need to be considered. Don’t assume that you have a one-size fits all story that everyone will readily accept. Trust me…you don’t.

I once surveyed a group of small resellers across the country. One question we asked was, “What keeps you up at night?” We expected to hear about competition or hiring and retaining a competent workforce or customer retention. Sure all of these were important, but the #1 concern on their mind was “making payroll”. Surprising, but refreshingly simplistic. The story we were telling about product features and price points wasn’t directly addressing their top concern. By adjusting the conversation to one of cash flow, we were able to better position ourselves within those channels.

Knowing your channels, their motivations, needs, and drivers will enable you to create authentic stories for each of your partners.