CHANNEL FOCUS
Manufacturers must not underestimate the value of the channel
By Cameron Mitchell, business leader for indirect channel at Konica Minolta Business Solutions (UK) Ltd
Manufacturers of B2B technology are naturally highly focused on the systems they develop, but when it comes to delivering these as part of a holistic solution, channel partners have long been a logical route to market.
In an age of ever-increasing integration and the strategic move towards digital transformation, working with the right channel partners has never been more important. Unfortunately, speaking to professionals within the channel I can see that not all manufacturers appreciate just how valuable these partnerships are! Local support for local business Trusted local specialists serving and supporting businesses in their communities are important allies for us manufacturers and the end users who rely on them. We work with many such channel partners who really understand the unique demands, challenges and opportunities of businesses operating in their area and the sectors they specialise in. There is much to be said for buying products and services from a local expert, one which has people on the ground nearby who can visit the premises, work with the company to explore the right solutions for their needs and provide full after- sales support. This is a people-based approach that makes it more personal and involves teams who really care about the welfare and success of the customers they serve and the solutions they install. One of the pleasures of my role is working closely with our channel partners, visiting their facilities, meeting the teams face to face and working collaboratively to deliver the very best solutions and services. It can be all too easy to sit in your ‘ivory tower’ and not experience the day-to-day needs of businesses that rely upon managed print services, multi-function devices, or professional print solutions for their livelihood. I suspect this is where some technology providers can become isolated from the real-world needs that solutions must address.
The complexities of delivering business technology
Unlike selling consumer products, which of course rely mostly on ‘shifting boxes’ and assuming the customer will use the product themselves straight from the box, delivering complete B2B solutions is far more complex and involved. Konica Minolta works with many partners that provide complete workplace solutions, of which our products and services are just part of what is delivered. These professionals have a highly impressive knowledge of not just the technology and products they install, but also the existing infrastructure of a customer’s business and how they operate. They also have a level of agility that means they can react quickly to
Cameron Mitchell
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Konica Minolta works with many partners who provide complete workplace solutions, of which our products and services are just part of what is delivered.
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