As technologies evolve and offerings increase exponentially, solution providers are still challenged to be their customers "one-stop-shop" and trusted adviser. No one could be defined as an expert on all of these technologies but there is a way solution providers have started expanding their expertise. Partner to partner networking is not only between solution providers, manufacturers are also enabling and encouraging partnerships.
Nexus, an advanced technology provider out of southern California is a great example. Nexus partners with other solution providers to reach a broader base of end-customers and their partners are able to leverage more certifications, technology expertise, and experience. Nexus has expanded this network further and engages with other business consultants offering a referral program for anyone bringing them clients or partners.
I spoke with Steve Darius, Strategic Accounts Manager at Nexus, "These partners can compete with the big boys without getting more certifications or growing their business too rapidly. They can do these things when they collaborate with us”. Nexus, a Cisco provider has already seen benefits to their Cisco business, 15% revenue growth due to P2P networking and 78% of partners are winning bigger deals due to collaboration. "We are able to help solution providers grow their business without doing so too fast or in an area they don't want to be focused." says Darius.
I also had the pleasure of speaking with Jessica DeVita leader of Uber Geek Girl, a small, successful solution provider in southern California. When asked what the benefits of partner to partner networking are to a small organization like hers Jessica responded, "I think that partner to partner networking is extraordinarily important. If I could give one piece of advice to a new small business, it would be to engage in this sooner rather than later. Look at your ideal client aka, target market and making connections with their other vendors that have pertinence to your market and your specialty. Engage them in a conversation! Let them know who you are and what your business mission is. The fact is, that you are both supporting customers and once you build the relationship, there are so many other opportunities to meet new clients, learn from each other’s best practices, encourage improvements, etc."
It sounds like partner to partner networking is here to stay and driving solution providers to be more successfully and grow their business in a smart way. What do you think? Would love to hear from solution providers on their experiences and feeling about it. Vendors, are you seeing more successful partnerships as well?
