3. Partners Have A Brand To Maintain
Partners have to build and maintain their own brand, said Michael Knight, CTO of Greenville, S.C.-based Encore Technology Group. Every solution provider that has built up its own brand is respected in its market segments, he said. Vendors often fail to use the partner's brand and the regional awareness that's been created. Partners who have built a strong reputation in their region can often work closely with field reps early on in the sales cycle, the panelists said. Long-established relationships can be the ingredient needed to help close a sale against competitors.