Partnering Takes Time

Will Best Buy's and Dell's channel efforts succumb to attention deficit disorder? Let's hope not, but the odds don't seem to be in their favor.

CRAIG ZARLEY Can be reached at via e-mail at czarley@cmp.com.

In this week's cover story, CRN Assistant News Editor Scott Campbell details Best Buy's attempt to create a national network of solution provider partners to complement the services offered by its own Geek Squad, while also becoming a product supplier to the channel.

Campbell reports that no big-box retailer or direct marketer, including CDW, CompUSA, Circuit City and even Best Buy itself, has enjoyed much success in engaging with solution providers in the past.

Best Buy's new channel push comes on the heels of Michael Dell's plan to publicly recruit solution providers.

Don't get me wrong. To have brand-name players such as Best Buy and Dell making big channel plays only validates what everyone else realized long ago: solution providers bring tremendous value to the customer.

But when you're late to the game, don't expect instant returns on your channel efforts. Dave Hemler, president of Best Buy for Business, seems to realize this. While the company wouldn't provide a time line for getting its new channel program off the ground, Hemler said, "It's more important to get it right. We don't want to waste our time or the partners' time."

Hopefully, Dell is taking the same stance. Both companies have launched channel programs in the past that have collapsed or been abandoned either through lack of effort or execution.

To succeed in the channel, it takes a sustained effort over a long period of time. Best Buy and Dell have to listen to solution providers and incorporate their input into their channel strategy. As longtime channel players Cisco Systems, Hewlett-Packard, IBM, Microsoft and others will tell you, expect many bumps on the way to building successful and sustainable channel relationships. Success in partnering with the channel involves many fits and starts as a mutual trust grows between partners. That takes time. And like a marriage, it requires constant maintenance and communication.

So good luck Best Buy and Dell. We hope you're in it for the long haul and not just a short-term gain. Solution providers hate quitters.

Do Best Buy and Dell have staying power? Feed CRN Industry Editor Craig Zarley's news appetite by e-mailing him at czarley@cmp.com.