Okay so I just dated myself with that title. Worse yet, now I have that stupid song stuck in my head. But I digress. It used to be the case that some products are so sexy, they are seen as consumer focused and therefore, not ideal for your typical solution provider. You know the manufacturers and products: Apple, Logitech, Google. You as consumers want them because they have tuned functionality, intuitive design and, lets face it, you just feel a whole lot cooler using them. Yet the channel isn’t leading with them or keeping them as top of mind as they should. It made me stop and think, what makes a product sexy for the channel?

It USED to be that channel sexy included:

1. Technology complex enough that end-users need help but easy enough to implement that partners can scale their teams and take on more than one product/service.
2. Margin, margin, margin…need I say more? Okay….margin.
3. Customer demand or necessity.
4. Ability to build a better relationship with their customer and consumer.

The difference between the customer and consumer is the key shift in what was and now what IS sexy to the channel. The customer (one purchasing) and consumer (one using, generally an employee) now have more equal pull with the decision making process.

Channel partners keeping the customer in mind are thinking about financials, efficiencies, keeping the end-customer happy and sometimes, but not always, keeping employees happy. The shift is, channel partners are now keeping the actual consumer in mind. What channel partners and even the customer don’t realize is even things that are sexy to the consumer, can be sexy to the channel partner and customer as well. Here are our top 5 sexy products to consumers and now channel partners and why:

• MacBook Pro:
  • Consumer/Employee: Really? Do I have to explain this one? Stupid simply usability, never gets viruses, oh and of course the coolness factor. Almost every time I walk into a meeting and whip out my MacBook Pro I get a sarcastic “oooohhh aren’t we cool”. Yes, yes I am, and you’re just jealous and now everyone knows it.
  • Channel Partner: So here’s one for the channel partners. I’ve never hated a computer before (and I’ve had them all) but I never LOVED a computer until I got a Mac. Would you like to be the person I think of who brought this wonderful machine into my life?

• Logitech HD Webcam:
  • Consumer/Employee: No longer does “working from home” mean hitting a few holes at the golf range or getting a mani/pedi. Per this great Ted Talk “Why Work Doesn’t Happen at Work” by Jason Fried, working from home has shown to be more productive, efficient and does a hell of a lot for moral. We work so long and so hard these days that it’s nice to have that crazy work day and not have to drive home, or take a break at 3:00 to watch your kid’s soccer game.
  • Channel Partner: Businesses are recognizing this and spending the money to make working from home more and more professional. Every employee should have a high quality web cam so meetings are taking place no matter the time of day or location of the team.

• Skype for Business:
  • Consumer/Employee: Ability to IM, video chat, screen share and share files should be stupid simple. Skype has made it so they are. And if you have a good webcam (see previous entry) it’s stupid simple and fairly professional.
  • Channel Partner: Well if Microsoft just paid $8.5 Billion...that was billion with a B...for skype you should certainly pay attention. While it may not be a channel play just yet, it will be or should be. Lots of improvements since first releasing years ago have made this a great mode of communication for clients/co-workers/friends/family all over the world. Don't forget all of the peripherals companies are going to need to use skype (see Logitech Webcam above).

• Lenovo IdeaPad:
  • Consumer/Employee: Okay so if you just can’t bring yourself to go Mac the Lenovo IdeaPad is pretty sexy compared to the iPad. Tons of storage (16GB) and ability to use any browser you want so if your company has apps that just won’t load on Chrome or Safari you’re not SOL.
  • Channel Partner: More and more companies are using tablets for their field personnel. Hell when planning our cross-country move 3 of the 5 movers we talked to had tablets (none of them iPads) and one even had a fold up printer so he could hand us our estimate right there. Think of every sales guy, manufacturing/construction/shipping foreman…basically anyone who is usually carrying a clipboard…now carrying a tablet. Went to a shi-shi restaurant with some clients, the wine list was so long IT was on a tablet that they left at our table.

• Google Docs:
  • Consumer/Employee: Everyone likes to see someone give Microsoft a run for the money.  For the consumer I’d say compatibility is great, not to mention having every one of your files wherever you need it whenever you need it.
  • Channel Partner: At the bottom of my list because it may still be a little weak on sexy for the channel partner. Unless of course saving your customers money on this will allow them to spend it on a more margin heavy product.

So while I may still have the stupid song in my head, there isn’t much out there that is still too sexy for the channel. What other products/services did I miss?

Channel partners what are you seeing as sexy products to customer AND consumer?