Ya Got Trouble Right Here in Partner City

I’m not one to get on a soap box, but that’s what this space is for, right? So, here I go ... Ya got trouble right here in Partner City!

I was just on a call with the Vendor Advisory Board of the newly formed Technology Channel Association. We were talking about our objectives as TCA vendor members. It was all good.

Then, we started talking about the planned partner certification program, which is one of the hoped-for outcomes for this new group. The goal is obvious and admirable: to raise the level of professionalism in the industry. We, of course, realize this is a mid-term, or maybe even long-term, goal. So there’s no fire.

Nevertheless, we continued the discussion, which quickly turned to motivating channel partners to become certified. It would have to be a unified front from all vendors requiring agents to participate, one person suggested.

OK. Is that even anywhere near the realm of possibility? I think not. But it speaks to a general feeling that strong-arm tactics would be required to convince agents to do something in their best interests.

And it’s worse: One vendor disclosed that requiring certifications puts them at a disadvantage. Agents can and do refuse to sell for vendors that require certification.

Was it the cost or the effort required? Both.

OMG! I knew that agents were unmotivated to train themselves after having unsuccessfully championed a carrier-neutral partner certification program through PHONE+, but for goodness sake, they will refuse to sell for a vendor that expects them to have a base level of understanding and training to sell products?

Ya got trouble!

If I were a partner, I would be embarrassed by this. I am embarrassed by this, come to think of it.

Do you really want the lowest common denominator to be the fly-by-night sales hack?

Let’s aspire to be better. There must be some agents out there who would add every certification they can get their hands on to be better at their jobs and to prove to their customers they are committed to staying technologically current and competent.

Meanwhile, TCA vendor members – when the time comes – might want to try a carrot instead of a stick by offering certified agents something the apathetic don’t get. There’s nothing like a bigger paycheck as a motivator.