Influencing Customers’ Purchasing Considerations with Non-Transaction PartnersInfluencing Customers’ Purchasing Considerations with Non-Transaction Partners Non-transaction partners, including non-transacting actors and partners, play a significant role in shaping customers’ purchasing decisions. To effectively collaborate with these entities, it is crucial to establish clear communication channels, provide access to essential information, and foster mutually beneficial relationships. Understanding the Roles of Influencers * Influencers: Individuals (e.g., analysts, industry experts) who provide guidance and advice to customers, influencing their technology considerations. * Non-transacting actors: Individuals or entities (e.g., service providers, customer references) who participate in sales opportunities or customer evaluations but have no direct relationship with the supplier. * Non-transacting partners: Entities (e.g., GSIs, consultants) that have formal agreements with the supplier, influence customer decisions, but do not engage in sales activities. Building Productive Relationships * Clear Communication and Information Access: Share value propositions, competitive advantages, and product demos to educate non-transaction partners about your offerings. * Highlight Mutual Benefits: Show how adopting your technology enhances the non-transaction partners’ services or makes their interactions with customers seamless. * Offer Incentives and Support: Consider providing referral commissions, co-marketing programs, training, and product access to build rapport and influence. * Refer Business: Provide introductions and references to customers, demonstrating a willingness to support their business objectives. Influencing Decision-Making * Provide Valuable Information: Engage in regular communication to convey insights, market updates, and case studies that support your value proposition. * Build Personal Relationships: Foster strong connections by meeting in person, attending industry events, and sharing resources. * Demonstrate Thought Leadership: Position yourself as an industry expert by publishing articles, presenting at conferences, and engaging in social media discussions. By understanding the different roles of non-transaction partners and implementing these effective strategies, suppliers can effectively influence customers’ purchasing decisions, drive sales, and build lasting relationships with these key stakeholders.
Non-transaction partners influence customers’ purchasing considerations; Working with these partners requires open communication and active influence.
At Channelnomics, we answer questions about best practices, partner strategies and channel programs every day. In this series, called “Ask Channelnomics,” we answer some of the questions we receive most frequently from suppliers.
ASK: We’ve heard a lot about partners and third parties playing a big role in channel sales, especially within the ecosystem. What are some tips for working with these non-transactional partners?
CANAL NOMEN: Let’s start with a dive into the definitions. Understanding the different roles of influencers, non-transacting actors, and non-transacting partners is essential before embarking on relationship best practices.
An influencer can be anyone to whom a customer turns for advice and guidance on technology considerations and decision-making. Influencers may include analysts and their companies, the media and industry personalities. They are typically not directly involved in individual sales calls, so we exclude them from this discussion.
A non-transacting actor is someone who is involved in a sales opportunity or customer consideration, but has no relationship with a supplier in the deal. For example, a service provider can also support a customer and influence his product decisions, even though he has no relationship with the supplier. Non-transacting actors may also include other customers that the buyer uses as references.
A non-transacting partner is any party with which a supplier has a formal relationship, influences customer consideration, but does not conduct sales with or on behalf of the supplier. Consider GSIs that help companies design systems and implement products, but don’t handle sales outside of their own services. Another example is consultants who help customers configure and operate complex applications, but do not sell the software.
Whether you are dealing with a non-transactional actor or partner, remember that clear communication and access to information are your allies. These are the tools that will help you build strong relationships, educate them about your value proposition and competitive advantage, and ultimately win them over.
In cases where you are dealing with consultants and integrators, you also need to define how your technology will help the non-transacting entity do their job better. In many cases, these non-transacting partners are persuaded to support your products because the customer adopting them will make their appointments easier.
In some cases, incentives help, but not always. You can offer referral commissions and other forms of compensation. However, not all companies that do not transact can receive compensation for their influence. For example, consulting firms and GSIs often do not have mechanisms in place to account for such payments. Many companies position themselves as agnostic and therefore do not take money to avoid the perception of paid influence.
However, not all incentives are monetary in nature. You can help influence non-transacting partners with market development funds (MDF) and co-marketing programs, access to free or discounted training, and not-for-resale units. Giving non-transaction partners access to resources – especially experience with products – is a good way to gain their support and influence.
Another way to influence the influencers is to bring business to them. These companies also need references and introductions to customers. Understanding their role and value proposition to the customer allows you to refer business to them and build a relationship based on mutual value exchange.
Creating productive relationships with non-transacting actors and partners is not easy. You have to create the conditions where you influence their thinking and decision-making, so that they in turn influence the customers you sell to. Our best advice is to create the conditions where you provide information and actively communicate with them, so that they support your go-to-market opportunities.
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