Advice For Vendors

"In this market, it's really more important that vendors work hard to increase their relationships with VARs vs. the other way around," says Diane Krakora, principal analyst at Amazon Consulting, Mountain View, Calif. "The VARs really have more power in this slower economy."

Here's what vendors should keep in mind:

1. Treat solution providers like large customers. Focus on making solution providers successful and figuring out how to introduce your products to them to ensure success for all parties.

2. Provide dedicated sales support. Too many vendors look at the channel as additional sales without additional costs. A solution provider needs resources to get questions answered.

3. Keep solution providers informed. After all, they are an extension of your sales force. They should know what your salespeople know regarding projects and potential deals. Also, send solution providers solid leads or even potential contacts.

4. Articulate your channel strategy. Do you sell direct? Do you have an e-commerce strategy? Vendors must help guide solution providers.

5. Understand the solution provider's specific added value. For some, it's services. For others, it's territory or affinity products.

6. Introduce solution providers to your account managers. Arrange for your salespeople and solution providers to work together. Collaboration is king.

7. Mention successful solution providers to your management. Often within a vendor's business, salespeople understand the value of the channel, but few others do. Take every opportunity to educate others about how solution providers are helping your business.

8. Invite VARs to cooperatively participate in marketing. "We encourage our VARs to co-invest in their territories," says Brian Landrigan, vice president of sales for Ipswitch, which splits the cost with solution providers if they want to participate in a local trade show.