Nickolaisen, who's CIO and director of strategic planning for Headwaters, Inc., knows the true value of the channel and he's embraced a number of VARs as trusted advisors. But he wants more. And he's the kind of customer everyone in the channel should pay attention to.
"The channel needs to do a better job of listening," says Nickolaisen. He describes a recent cold call he received from a VAR who started out the conversation asking, 'How do you handle data?' Nickolaisen said he didn't give that VAR the time of day. "I don't have time for a canned pitch."
Besides, he's already got a stable of channel partners, and some of these relationships go back a decade. The one thing they all share? "They listened before they pitched me."
It can't be more clearly stated.