Do the little things well: How to instill trust in the IT channel

Trust is not just a buzzword of business, but an extremely important element to the success of any modern organisation. It is, however, arguably difficult to master in the channel. With every agreement, contract and transaction there is always an element of trust involved, and the channel is no different. It is the key to any long term relationship and the channel is wholly reliant on the success of these relationships in order to thrive - whether that’s between vendors, resellers or service providers. By Luke Horton-Walker, Operations Director, Cameo.

Saturday, 30th May 2020 Posted 4 years ago in by Phil Alsop

With that said, trust doesn’t just exist from the word go. It must be built over time, and can also be lost in an instant. You might have an amazing reputation, and initial meetings with new partners or customers might go really well. However, the only way for one business to truly trust another is by maintaining the quality of service that has been promised. This is ultimately the difference between short and long term relationships amongst partners.

But what happens when this trust is lost? Whether it be a wrong decision, a lack of communication or an unexpected change in service, trust between channel partners can depreciate for an unlimited number of reasons. In contrast, the opportunity to build trust amongst partners is just as vast. Beyond the initial conversations, channel providers can continue to build trust between partners and customers over time, even once contracts are signed and underway.

Achieving this level of trust doesn’t require drastic changes. Channel businesses must simply perfect small, core areas of their service in order to cement strong and assured working relationships.

Deliver what you say

The first rule of thumb for any business providing a service in the channel is simply to deliver what you say, and trust will follow. Delivering consistently on Service Level Agreements (SLAs) is the most obvious, and arguably easiest way that businesses can establish trust from the outset of a contract.

The best way to achieve this is by having every member of staff understand the role that they play in the customer or partner’s experience of working with your company. With each team member ‘owning’ their individual tasks and responsibilities, company-wide efficiency can be fulfilled and high service levels maintained. As a result, working relationships with partners can be nurtured and trust in your business increased.

Don’t underestimate the power of achieving and maintaining third-party certifications. Accreditations from well regarded, authorisation bodies adds a crucial layer of validation that some even look out for during the market research phase. This demonstrates that you can not only execute the services you offer but can deliver them to an industry-grade standard - having a positive effect on brand reputation amongst both new and existing channel partners.

Nurture with honesty

Having your partners’ best interests at heart can have a huge impact. Inevitably, this requires a high degree of honesty, particularly when delivering white-label services on their behalf. Service providers need to make sure they are providing a technology or service that their partners can confidently offer their own customers, and identify any areas that could be improved in a timely fashion.

Customers might think they know what they want - and it may even benefit you going down that specific route. However, if there is a better and more cost effective alternative for them, it is always better to offer the alternative, even if it doesn’t offer the maximum return for your business. This shows commitment to your partners beyond any financial objectives and adds true value to their business.

Open communication is also critical in these circumstances. Making partners feel valued and offering direct and personable customer service goes a long way to establishing a strong and trusting relationship. For example, show that you’re committed and ready to become a valued extension of their business, by offering around-the-clock contact channels to be used whenever issues arise.

In the world of IT, those that shift their approach to fit the changing needs of their customers can not only differentiate themselves but can earn respect and trust with little obstruction.

Build trust from within

In a recent Global Report by Edelman, 78% of respondents believed that the way a company treats its employees is one of the best indicators of its level of trustworthiness. This rings true across the IT channel and can have a profound effect on the level of trust shown towards a business. Although a vast industry, the channel and its players are generally well connected. Investing in internal initiatives which work to improve the staff experience can establish you as an attentive business with a priority on people - a trait that almost any external partner would value.

Through the power of the internet, stories of companies that nurture employees and their work can reach all corners of the sector, and even filter down to potential new suppliers, partners or customers with positive effect. Start small by ensuring your business and staff have a voice across online channels; showing that you’re open and welcome to engagement across your business network at all levels. This is a crucial element of modern reputation management and can set one business apart from another very easily.

Trust for businesses in the IT channel isn’t simply a ‘nice to have’; it is a fundamental part of any service delivery and can have no-end of consequences when lost amongst customers or partners. Those who acknowledge this and make trust-building a core focus across their business will ultimately come out on top in the race for stronger relationships and success.